It’s been an upfronts season like none other as digital creeps into linear’s territory and the Writers Guild of America writers’ strike rages on. “We’re kind of at an inflection point,” said our analyst Paul Verna. From a buyer’s market to tumult at NBCUniversal, here are five trends Verna noted from upfronts so far.

A Disney purchase of Hulu would upend the streaming industry: Comcast CEO Brian Roberts said it’s willing to sell its stake to Disney, ending a stalemate.

Disney adapts to industry challenges: House of Mouse emphasizes ESPN's sports offerings and nonscripted content at upfronts.

The 2023 upfront market will likely be the last one transacted primarily on Nielsen’s legacy currency. A shift from traditional TV to digital video advertising is the main factor driving this change.

Price hikes helped Disney offset subscriber losses: Disney remained relatively still in its earnings report, but the year ahead will have major shifts.

Connected TV (CTV) will be the fastest-growing major ad format in 2023, despite a downward revision in our latest forecast. Time spent on CTV is also showing big gains.

As retail media enters its next phase, marketing efforts are moving up the funnel toward new formats like open web, social, and streaming TV. By leveraging partnerships with social media companies, streaming platforms, and publishers, retail media networks can reach consumers earlier in the buying cycle and build brand awareness.

Disney and Kroger team up to enhance targeting, measurement capabilities: The partnership gives CPG advertisers the ability to better connect ad exposures to sales or their KPI of choice. (This article was written with the assistance of ChatGPT.)

Film and TV companies are expanding into video games: Whether it’s mobile games, mid-budget indie titles, or mega-franchise blockbusters, Hollywood’s next frontier is gaming.

While overall social network user numbers are rising slowly in the UK, there’s much greater movement in terms of the platforms being used.

Is Bob Iger really willing to let Hulu go? The new/old CEO eased up on his predecessor’s aggressive buyout ambitions after a rough quarter.

In a turn echoing Netflix, Disney+ has its first quarterly subscriber loss: Disney managed to squeeze by thanks to strong parks and movie results, but its streaming venture has hit a bump.

The way people watch TV is changing. So are the ways brands advertise on TV. Connected TV has seen “monumental progress in just a handful of years,” said our analyst Ross Benes. But that’s not the full story. Here are key TV behaviors and ad trends to watch in the new year.

Our analysts have already shared what they think will be the biggest trends of 2023, but we’re not done with the crystal ball just yet. From patchwork TV measurement to Meta cashing in on its messaging apps, our team revealed some thoughts on what’s to come in the year ahead.

Everyone knows the expression “like a kid on Christmas morning.” But what if we told you that it’s not just children who are hoping for the season’s hottest toys?

Ads go live on Netflix and Disney+, YouTube ad revenues decline, and streaming services get creative about financing content production.

Declining TV viewing, tiered streaming, emergent ad businesses, and content spending cutbacks will be among the most prominent 2023 video trends.

Disney’s blockbuster streaming numbers aren’t cutting it: Despite a whopping 12.1 million subscribers, investor pressure is pushing Disney to dramatically increase ARPU.

These days, more TV inventory is addressable than not. But even as streaming audiences expand and technology advances, fragmentation of inventory and data is proving a barrier to success for advanced TV advertisers.