Warner Bros. Discovery, Netflix and YouTube presented distinct pitches at the TV upfronts:

• WBD emphasized its cultural legacy and introduced "Unbreakable," a cross-platform ad solution tied to "participatory experiences."
• Netflix highlighted its tech-forward, ad-supported tier and showcased tools for audience tracking and engagement.
• YouTube focused on creator-brand content options.

Media buyers showed interest in these offerings but expressed concerns about cross-platform measurement. "Our biggest challenge is we want to measure across all of the platforms, but a lot of these companies are also building within their own environment," said an investment executive.