The news: Ad buyers are expecting streaming CPMs to decline for the second consecutive year at 2025 Upfronts, per Adweek reporting.

• Several ad buyers said they expected general streaming inventory to become cheaper due to an increase in supply. “We should be in a similar marketplace [compared to 2024], if not maybe even slightly better from a buyer standpoint, meaning we will have more advantageous pricing,” one buyer told Adweek.

Zooming out: Streaming CPMs have steadily declined in recent years as major services including Netflix and Disney+ have debuted ad-supported offerings. Last year’s introduction of ads on Prime Video further drove prices down.