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In order to display ads on its prime content, the newly formed Warner Bros. Discovery is adopting an aggressive position in early upfront talks with advertisers, eMarketer noted in its latest report.

Upfront spending is flowing toward streaming services. In fact, according to eMarketer, upfront CTV ad spending in the United States will grow by 34.6% to US$6.41 billion this year.

While traditional television ad spending in the UK will struggle for growth in the coming years, digital video will not, eMarketer said in its latest report.

TikTok users in the United States will spend more time with the social media platform this year than YouTube users will spend on the video platform, eMarketer forecasted.

US advertisers will spend US$20.57 billion on linear TV at this year’s upfronts, eMarketer estimated in its latest report.