Paramount’s First Upfront Under Skydance Touts Tech, Sports and the Company’s Rebirth, as the media giant used its debut advertiser showcase to signal a bold shift toward a technology-first future anchored by streaming and live sports.
Held at the Sherry Lansing Theatre, the presentation marked a defining moment for the newly restructured company following Skydance Media’s acquisition. CEO David Ellison set the tone, stating, “This moment is especially meaningful for us as it marks the first upfront as the new Paramount.” He added, “Our goal is to build a leading media and entertainment company that strengthens competition, better serves the creative community and delivers even more compelling stories to audiences around the world.”
The event leaned heavily on star power and premium content, with a sizzle reel narrated by Tom Cruise and featuring top creatives. Live sports also took centre stage, underscoring its value as a major audience driver, particularly through NFL programming.
Executives emphasised Paramount+ as the company’s growth engine. Cindy Holland highlighted its strategy, noting, “Obviously, the NFL is a huge audience funnel, very large, very diverse, and we want to continue to program against different segments.” She added that expanding content offerings and integrating audiences, including BET+, would be key to growth.
Technology emerged as a central pillar, with chief product officer Dane Glasgow pointing to evolving viewer habits: “When we look at our data, specifically for Pluto, the 18 to 34 year old segment is actually the fastest growing segment for us, 30% over the last year.” He revealed plans for a major relaunch of Pluto TV to better serve younger audiences.
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