2025 Upfronts & Newfronts: ARM’s Key Takeaways

Tech Titans, Live Sports, Rewriting Media: May 2025 Upfronts & NewFronts Redefine the Ad Landscape

The 2025 Upfronts and NewFronts in New York City captured a media industry boldly transforming – meeting changing viewer expectations, pushing technological boundaries, and turning economic shifts into opportunity. One topic that took front and center this year across both TV and digital video events was audio. 

Here are ARM’s key takeaways:

YouTube Rewrites the Rules of Modern Media

YouTube’s influence continues to surge, with projections putting it ahead of legacy giants like Disney in total revenue. Its vast reach, measurable performance, loyal audiences, and flexible content model make it increasingly attractive to advertisers. As brands shift budgets toward platforms with scalable impact, YouTube is forcing traditional broadcasters to rethink how they compete for attention and ad dollars. With 31% of weekly podcast listeners choosing YouTube as their preferred service, per Edison Podcast Metrics, YouTube is an important part of any media strategy.

Tech-Driven Advertising: AI and Data Take Center Stage

Artificial intelligence and data-fueled insights took center stage across this year’s presentations. Platforms such as Google and TikTok showcased tools designed to optimize targeting and elevate creative efficiency. The message was clear and similar to what we’ve been seeing in audio: technology isn’t just supporting advertising – it’s steering it. 

Live Sports Keep Linear TV in the Game

As viewers migrate to digital platforms, live sports remain a crucial lifeline for linear television. Major players like NBCUniversal leaned heavily on events such as the Olympics and the Super Bowl to prove TV’s lasting power. These marquee moments still command mass audiences and massive advertiser interest.

Most interesting to our team at ARM is that alongside almost every mention of live sports, was the mention of the podcast companion. For example, NFL stars Jason and Travis Kelce’s deal with Amazon’s podcast studio Wondery for their “New Heights” podcast, giving exclusive ad-sales and distribution rights for all audio and video episodes to Wondery.

The Blurring Lines Between Digital and Traditional Media

The media ecosystem is undergoing rapid transformation as the gap between streaming platforms and traditional broadcasters continues to narrow. Giants like Netflix and Amazon are expanding into live content and commerce-driven formats, signaling a shift toward a hybrid model. This media convergence is creating both challenges and opportunities for advertisers navigating a fragmented yet interconnected environment with creators at the core

In conclusion, the 2025 Upfronts and NewFronts highlighted a media industry in flux, where technology, live sports, and the convergence of digital and traditional platforms are redefining advertising strategies. Advertisers and brands alike must adapt to this evolving landscape to stay competitive.

At ARM, we turn complexity into clarity – helping you navigate the evolving media landscape with smart strategy, bold creative, and platforms that deliver real results.