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The streamers where brands are allocating upfront spend

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Hulu was the star of upfront streaming spend in’s March survey, with 74% of brands and advertisers saying they were allocating spend to the platform. YouTube TV also had a huge showing, with almost half (48%) of respondents saying they were assigning spend to it. Peacock, Roku, and Paramount+ rounded out the top five.

Beyond the chart: As more streamers like Netflix and HBO Max pivot to ad-supported video, having a strong foothold in the market is a win for platforms. YouTube is in decent shape despite competition, as nearly half of all US viewing for the platform is now happening on TVs, according to our forecast.

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Methodology: Data is from the April 2023 "2023 Upfronts Survey Results." 519 US brand, advertisers, and agencies were surveyed during February 24-March 24, 2023.