Disney Advertising has wrapped up its 2025-2026 upfront sales season on a high note, with strong growth in streaming and sports advertising driving consistent volume compared to last year. The media giant reported a significant increase in commitments for live sports and streaming platforms, underscoring its continued dominance across both traditional and digital channels.

Streaming accounted for more than 40 percent of total upfront volume—holding steady with last year’s figures—as the company continues to invest heavily in ad-supported content across its platforms. According to a press release, Disney saw heightened interest from marketers globally, particularly in its expanding streaming inventory that offers premium placements and wide reach.

One of the standout performers this cycle was sports, with total ad sales nearing $4 billion across linear and addressable formats. Disney closed 69 multi-year deals, reflecting advertiser confidence in the long-term value of sports content. Monday Night Football and College Football posted double-digit gains, while women’s sports saw similar percentage growth, led by marquee events like the NCAA Women’s Basketball Tournament, the WNBA, and rising interest in softball and volleyball.

Even the NBA experienced healthy momentum, with high single-digit growth driven by premium properties such as the NBA Finals and the popular studio show ‘Inside the NBA’.

Rita Ferro, President of Global Advertising at Disney, said, “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.”

She added that Disney’s strength in streaming and live events “delivers results at scale” while shaping the future of the media industry.

Disney also reported a sharp rise in business from independent agencies, which contributed to double-digit volume growth in both sports and streaming categories. Core sectors such as financial services, consumer packaged goods, pharmaceuticals, and beverages remained strong, reflecting broader marketplace trends.