Streaming outgrows linear in upfront, but CPMs fall everywhere
Variety’s Brian Steinberg reports that upfront ad commitments to streaming jumped 30% to $17.2B, while broadcast and cable fell 5.3% and 7.7%. CPMs dropped across all screens, showing sellers gained volume but lost pricing leverage.
Why it matters. Streaming sellers now must accept lower CPMs to secure the higher ad-dollar volume, ceding pricing power to buyers even as budgets shift their way.
Signal from variety.com · Brian Steinberg · read the original.
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