Following a few turbulent years, upfront TV ad spending will maintain momentum from last year.

YouTube isn’t just for the smallest screens as more viewing takes place on other connected devices and mobile use declines. Streamers are taking in more upfront ad dollars. Netflix is shaking things up after subscription drops.

Upfront spending is flowing toward streaming services. Upfront CTV ad spending will grow by 34.6% to $6.41 billion this year. For context, that’s about how much we had predicted in our inaugural forecast would be spent on total CTV advertising in 2019.

Streamers poised to take greater share in US upfront market: Advertising dollars will flow to services such as Hulu, Peacock, Roku, and YouTube TV.

To make an Upfront commitment is to make a bet—a bet that buying inventory ahead of time is worth the discount and that buying closer to when ads run is not worth the premium. It’s a better bet to grab ad space now in case it runs out later.

Close to 8 in 10 branding professionals plan on allocating upfront spending to Hulu, per a survey from iSpot.tv. Peacock and YouTube TV are also major upfront spend magnets with 52% and 49% of branding professionals dishing ad dollars to those platforms, respectively.

On today's episode, we discuss how close Disney+, HBO Max, Paramount+, and Peacock are to catching up with Netflix. "In Other News," we talk about the biggest takeaways from this year's upfronts and NewFronts events and how much waste is taking place in linear TV ads. Tune in to the discussion with our analyst Ross Benes.

The advertising industry has yet to crack the code on cross-screen, cross-platform video measurement. This year, buyers will experiment with new and improved measurement solutions and a multicurrency upfront.

Warner Bros. Discovery could use its size to boost ad costs: Media powerhouse seeking higher prices for its content in initial upfront talks.

While TV investments have remained resilient, YouTube is looking to drive viewership in a unique, consumer-first way. In this Q&A, Google's Brian Albert, managing director, shares why linear TV is largely going to revolve around live sports and news and connected TV is going to be the main topic in every Upfronts negotiation this year.

Advertisers are increasing their upfront commitments, particularly for connected TV.

The TV upfronts look to bounce back in 2021 after a tough year resulting from disruptions wrought by the pandemic.