At the annual TV upfronts, music is a significant aspect, with attendees being greeted by lively playlists — frequently DJed by celebrities. However, an unexpected tune that echoed through the venues this year was Doechii’s hit “Anxiety,” which carries a dose of irony given the industry’s current state. In her song, Doechii expresses her anxiety as something persistent and unshakable. While it may have been too symbolic for media conglomerates to play in venues like Radio City Music Hall and Hammerstein Ballroom, it certainly reflects the industry’s reality.
Despite the efforts of media executives to project stability — with production decreasing, budgets being cut, and speculation surrounding companies like Paramount Global — there’s a lot of anxiety in this business. However, the show must go on. Last week, NBCUniversal, Fox, Disney, Amazon, Warner Bros. Discovery, Netflix, and YouTube all presented their extensive portfolios, with varying results.
Live sports remain a primary focus in the conglomerates’ programming strategies, and movies are now part of the upfronts. The reduction in scripted programming on the fall schedules of the traditional Big 4 networks is a clear indication that the TV industry is evolving. Some of the biggest scripted projects for next season (such as “The Office” spin-off “The Paper”) are moving to streaming platforms instead.
By the end of upfronts week, attendees were bombarded with numerous pitches for their advertising dollars, making it challenging to distinguish one message from another. Here are some key insights from EbMaster’s perspective on the 2025 upfronts.
What Recession?
It’s an undeniable fact: The entertainment business is in rough
financial shape.
Similar to many other businesses across the nation, media companies have felt the impact of President Trump’s tariffs and overall economic instability. The period known as Peak TV, characterized by generous funding for large-scale blockbuster productions, appears to be drawing to a close. Profits have suffered, leading to layoffs affecting thousands. Now, there’s a growing emphasis on finding cost-efficient programming options.
It’s clear that if you had attended the upfronts this year, you would barely notice the challenging economic times Hollywood is experiencing. Apart from a few casual references, there was little discussion about these tough financial conditions. For instance, Martin Short humorously remarked at Disney’s presentation, “There’s no tariffs on standing ovations,” eliciting laughter, while a Fox executive at the Manhattan Center stated, “The winds of change continue to sweep through our industry and our economy.” However, during this upfronts week, there were hardly any significant mentions about economic matters. It makes sense that media companies would prefer to avoid overwhelming advertisers with gloomy forecasts, given that TV is primarily a means of escape. However, completely disregarding the current reality might not be the best approach either.
Broadcast’s Scripted Decline
This upfronts season saw a significant decline in scripted programming on broadcast networks, as most major broadcasters are now prioritizing unscripted shows and sports. For instance, ABC will air only five hours of scripted content weekly during fall, while Fox will have four. NBC has canceled five scripted series without any new pilots planned to replace them. CBS is the only network investing heavily in more scripted shows, but even these are primarily spinoffs. The shift in focus is evident due to the high production costs of scripted shows and the fact that streamers are attracting far more viewers. However, broadcast networks still excel at weekly procedurals and broad comedies, although they don’t seem eager to find the next big hit show.
One thing that’s become clear is that the trend of nostalgia reboots/revivals has reached its peak. NBC has canceled “Suits LA” after one season despite the original show’s success on streaming platforms, and also ended the “Night Court” follow-up featuring Melissa Rauch and John Larroquette after three seasons, despite strong initial ratings. Perhaps it’s time for some fresh, original ideas to take center stage?
What’s in a Name?
The person or people responsible for naming new media platforms, given they’re being compensated by media companies, should perhaps receive a salary increase or a change in position.
A recurring topic during the upfronts was the emphasis on branding or rebranding (or even multiple rebrandings in some instances), with many names falling short on creativity. For example, Warner Bros. Discovery decided to revert HBO Max back to its original name of HBO Max, a move that elicited various reactions from amusement to approval after the streaming service had dropped the HBO part just two years prior under the David Zaslav regime. In contrast, Disney introduced ESPN as the name for their streaming service, which is ironic since ESPN+ currently offers less than what this new plan promises for $30 a month. The comedian Jimmy Kimmel humorously pointed out that “the plus is now, in many ways, a minus.” Lastly, NBC-Universal’s spinoff, Versant, will house cable brands like USA Network, Syfy, E!, CNBC, and MSNBC. However, the name Versant lacks the appeal of its previous suggested name, SpinCo, as it doesn’t convey a clear meaning to many people.
It’s official — movies are as much a part of upfronts as TV.
Nowadays, television shows used to be the primary focus during upfront presentations, but today, feature films have significantly increased their presence in media company pitches to advertisers. For instance, NBCUniversal, for the second consecutive year, emphasized on “Wicked” and its sequel “Wicked: For Good,” with Donna Langley, chairman of NBCUniversal Entertainment & Studios, Jon M. Chu, director, promoting the sequel and unveiling trailers and a musical special for broadcast on NBC. Additionally, ad sales chief Mark Marshall made an entrance dressed in a suit reminiscent of Glinda from the Wizard of Oz.
Amazon’s upfront showcased appearances by John Cena, Jason Momoa, Dave Bautista, and Arnold Schwarzenegger, who spoke about their upcoming films on Prime Video. Amazon’s head of film, Courtenay Valenti, took to the stage to discuss the company’s film slate. She highlighted Amazon’s “Thomas Crown Affair” reboot with Michael B. Jordan, and even had Jordan himself appear to announce a series spinoff of the “Creed” film franchise.
At the Warner Bros. Discovery upfront, James Gunn and Peter Safran, co-heads of DC Studios, were given a significant amount of attention. While they did touch upon DC TV shows like “Peacemaker” Season 2 and the upcoming “Lanterns,” their focus was primarily on Gunn’s forthcoming “Superman” movie, with Gunn, Safran, and Shaquille O’Neal debuting a new trailer for the film.
What’s striking is that while these companies aim to showcase their entire portfolio to advertisers, it’s surprising to see how much less emphasis is placed on television compared to the upfronts of yesteryears.
Sports, Sports, Sports
The importance of sports programming in television has never been greater than it is currently. Traditional TV networks, such as NBC, still hold a significant advantage when it comes to live sports broadcasting. In fact, NBC has emphasized this edge by making its 11-year deal for NBA and WNBA rights a key aspect of their upfront presentations. They even showcased numerous current stars and announced that basketball legend Michael Jordan will be contributing to the network’s sports coverage.
Other traditional TV networks are actively trying to counteract the live sports growth seen in streaming platforms. To do this, they are not only focusing on major sports leagues like the NFL, NBA, and NHL, but also aggressively pursuing any sports rights deals they can acquire. This includes college-level sports of various kinds and even smaller leagues, which have been given increased attention during these presentations.
However, sports presence on streaming platforms became more prominent than ever before. In 2025, YouTube is set to live stream an NFL game for free. Amazon and Netflix have secured significant games for “Thursday Night Football” and the Christmas Day doubleheader, respectively. Notably, Netflix managed to get NFL commissioner Roger Goodell on stage (dressed as Santa Claus) to announce their Christmas surprise in 2025.
On a less fortunate note, some sports moments fell short of spectacular. During Fox’s presentation, Tom Brady failed to catch an easy pass intended for Rob Gronkowski, sending the ball flying into the crowd. Additionally, Blake Griffin was outperformed in a Pop-a-Shot competition against former NFL player Ryan Fitzpatrick.
Upfronts Report Card
Amazon
Category: Highlight
Standout Moment: Jamie Lee Curtis and Arnold Schwarzenegger improvising off script
Key Point: Michael B. Jordan unveiling “Creed” spinoff series “Delphi”
Musical Touch: Lizzo performing live rendition of “About Damn Time”
Jargon Misstep: Emphasizing “Full funnel advertising”
Risky Wager on a Series: “Spider-Noir
Once more, Amazon significantly impacted the event for the second year in a row, showcasing top-tier celebrities and captivating experiences (such as Schwarzenegger’s long-standing stage hogging that was finally interrupted by Curtis). These moments generated excitement among the audience.
Disney
Category: Outstanding Performance
Standout Scene: Jimmy Kimmel auctioning the naming rights to his grandchild
Captivating Pitch: “Alien: Earth” dominates the room
Creative Integration of Music: The Manning brothers’ musical performance and dance number
Overuse of Technical Terms: The launch of Disney’s Compass platform, promoting privacy-focused data collaboration
Boldest Gamble on a Production: “Alien: Earth
Disney excels at putting together spectacular events. They meticulously orchestrated an impressive showcase, featuring a wide array of stars spanning their entire collection, accompanied by live music, “Star Wars” robots, and Jimmy Kimmel poking fun at everyone and everything.
Fox
Category: Performance
Standout Moment: Michael Strahan’s impressive interaction with David Letterman
Most Engaging Aspect: The captivating fascination of the YA/Gen Z demographic towards Tubi
Innovative Application of Music: Jamie Foxx dynamically adjusting a song to match the crowd’s energy
Overuse of Technical Terms: Phrases like “lean-forward experience” could be more accessible
Riskiest Show Bet: The biblical limited series “The Faithful”
Fox managed to keep the duration brief at around 90 minutes, possibly due to minimal scripted content and an abundance of Fox News broadcasts. My sympathies go out to anyone who ended up catching the stray pass from Tom Brady during the game.
NBCUniversal
From a movie buff’s perspective:
Rating: B
My favorite star-studded moment was Michael Jordan making an appearance via video to announce his involvement with the NBA on NBC.
The “Wicked” musical once again stole the spotlight as it took center stage for the second year in a row.
John Tesh’s rendition of “Roundball Rock” with an orchestra was an impressive use of music that truly set the tone.
However, using technical jargon like “Versant” can sometimes feel out of place, NBCU. As Seth Meyers humorously pointed out, it sounds more like a new medication than a media organization.
The biggest gamble they took this year was putting their faith in the NBA on NBC.
NBCU’s showcase lasted a total of two hours, but it seemed much longer. The company had numerous exciting items to unveil, such as fan-favorites BravoCon and the highly anticipated musical “Wicked.” A special mention goes out to Mark Marshall for his daring flying entrance, which he performed at his own risk.
Netflix
Category: Grade – Excellent
Standout Highlight: Jerry Jones veered off course during his speech
Most Engaging Line: Jude Law and Jason Bateman playfully hinting at “Black Rabbit”
Best Employment of Music: Performance of “Thunderstruck” with Dallas Cowboys cheerleaders
Least Clear Expression: Phraseology related to “Our biggest titles … are not just shows anymore. They’re vibes.”
High-Risk Gamble on a Series: Betting big on the final season of “Stranger Things
Netflix unveiled a more extensive lineup of upcoming and returning programs this time around compared to the previous year. Despite the relatively short duration of just about 80 minutes, the event was jam-packed with lots of information and updates.
Warner Bros. Discovery
Highlight: Conan O’Brien passionately presenting the NEO ad platform
Best pitch: Conan O’Brien passionately promoting the NEO ad platform
Most effective use of music: Guns N’ Roses’ “Patience” in the “Task” trailer
Least clear use of technical terms: “We think HBO Max better reflects our current consumer proposition”
Riskiest gamble on a show: “Dancing With Sharks” (yes, that’s an actual show)
Initially, Warner Bros. Discovery was thriving, but their event seemed excessively prolonged. Perhaps Tony Shalhoub’s enthusiasm for his baking series wasn’t necessary? Furthermore, this presentation appeared to be lacking the sparkle, glamour, and big-name celebrities that previous years had boasted.
YouTube
Category: Performance
Standout Moment: Lady Gaga’s thrilling five-song performance
Key Selling Point: Creator Brittany Broski boasting about her BroskiReport podcast channel having “a million subscribers who never skip ads”
Effective Music Integration: Chappell Roan’s “Pink Pony Club” as Neal Mohan’s entrance music
Overused Technical Term: “Culture”, as in YouTube being described as the “hub of culture
YouTube had just one significant announcement regarding content: Their agreement with the NFL for live-streaming a free game during the 2025 season. They presented their new advertisement formats, collaborations with creators, and marketing outcomes effectively. Moreover, Lady Gaga’s performance was spectacular.
This story originally appeared in the May 21 print issue of EbMaster
Read More
- 50 Goal Sound ID Codes for Blue Lock Rivals
- How to use a Modifier in Wuthering Waves
- Basketball Zero Boombox & Music ID Codes – Roblox
- Lucky Offense Tier List & Reroll Guide
- 50 Ankle Break & Score Sound ID Codes for Basketball Zero
- MrBeast Becomes the Youngest Self-Made Billionaire in History
- Ultimate Myth Idle RPG Tier List & Reroll Guide
- ATHENA: Blood Twins Hero Tier List (May 2025)
- EA FC 25 LaLiga TOTS: Release Date LEAKED! + Predictions!
- Unlock All Avinoleum Treasure Spots in Wuthering Waves!
2025-05-21 01:50