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# Prime-time upfront dollars rise 9% to $33.7B as streaming grabs 30% more
- URL: https://fabric-media.ghost.io/prime-time-upfront-dollars-rise-9-to-33-7b-as-streaming-grabs-30-more/
- Published: 2026-08-13T23:32:16.000Z
- Updated: 2026-08-22T22:03:31.000Z
- Description: Total prime-time upfront ad commitments climbed 9% to $33.7 billion even as CPMs fell 6%, with streaming volume up 30%. Buyers are trading rate for reach, pushing dollars into streaming faster than linear can hold price.
- Author: Fabric.Media Editorial
- Tags: Streaming, Wayne Friedman

**Why it matters.** Linear sellers now collect 6% lower CPMs on prime-time inventory as buyers redirect the extra 30% in streaming volume toward reach over rate.

*Signal from* [*mediapost.com*](https://mediapost.com/?ref=fabric-media.ghost.io) *·* [*Wayne Friedman*](https://fabric-media.ghost.io/tag/by-wayne-friedman/) *·* [*read the original*](https://www.mediapost.com/publications/article/417166/upfront-ads-rise-9-to-337b-streaming-up-30.html?.tsrc=rss&ref=fabric-media.ghost.io)*.*