Disney Advertising said it’s completed its 2025-2026 Upfront with overall volume consistent with the year before, despite increased sales in sports and streaming.

As the company continues to deepen its streaming commitments amid the acceleration of ad-supported inventory available globally across the marketplace, streaming volume was up and accounted for more than 40% of total upfront volume, consistent with the year prior, it said of its annual negotiations with advertisers following annual presentations in New York City.

Sports advertising volume across linear and addressable is nearly $4 billion with highlights including: Sixty-nine multi-year deals, reaffirming client commitment to sports and the value of strategic, multi-year relationships; double-digit growth in volume for Monday Night Football and College Football; Women’s Sports volume up double digits, percentage wise, with demand for events like the NCAA Women’s Basketball Tournament, WNBA, and emerging engagement around sports, like softball and volleyball.

The NBA saw high single-digit volume growth, driven by the NBA Finals and Inside the NBA.

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“As the velocity of change in the advertising landscape continues to accelerate, this Upfront demonstrates the enduring power of storytelling, premium environments, and that the value of trusted relationships matter to marketers,” said Rita Ferro, president, Global Advertising, Disney. “Our strength in streaming and live events delivers results at scale, and we’re shaping what’s next for the entire industry.”

Disney noted early bookings for tentpoles like the Oscars, the CMA Awards and Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest. The Oscars nearly doubled the number of units sold as part of the Upfront compared to last year.

Disney Advertising continued to expand its base of independent agencies, which saw double-digit volume growth across sports and streaming.

Overall, top categories including financial services, consumer packaged goods, pharma and beverages continue to perform well, with strong growth in line with marketplace trends.