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# Streaming outgrows linear in upfront, but CPMs fall everywhere
- URL: https://fabric-media.ghost.io/streaming-outgrows-linear-in-upfront-but-cpms-fall-everywhere/
- Published: 2026-08-13T23:32:25.000Z
- Updated: 2026-08-27T13:32:04.000Z
- Description: 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.
- Author: Fabric.Media Editorial
- Tags: Streaming, Brian Steinberg

**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*](https://variety.com/?ref=fabric-media.ghost.io) *·* [*Brian Steinberg*](https://fabric-media.ghost.io/tag/by-brian-steinberg/) *·* [*read the original*](https://variety.com/2026/tv/news/streaming-saves-tv-upfront-ad-dollars-linear-decline-fall-1236831373/?ref=fabric-media.ghost.io)*.*