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Peacock, NBCUniversal’s streaming service, reached profitability for the first time, boosted by FIFA World Cup, NBA playoffs and reality dating show “Love Island USA.”

The milestone comes as Comcast Corp. prepares to spin off NBCUniversal entertainment and news media businesses into a separate company. Peacock, which launched in 2020, grew its paid subscribers by 4% to 48 million in the second quarter, compared to the previous quarter. The company said Peacock’s earnings before interest, taxes, depreciation and amortization was $189 million.

“In just six years, we built Peacock into a streaming business with real scale in the U.S.,” said Brian Roberts, chairman and co-CEO of Comcast on Thursday in an earnings call, adding that Peacock has added 2 million paid subscribers in each of the last two quarters.

Co-CEO Mike Cavanagh said that performance “reinforces the value of NBC, Telemundo, Bravo, and Peacock together as one integrated media business with continued opportunity to drive stronger engagement, advertising, and profitability into the future.”

Comcast plans to spin off Peacock, NBC and Telemundo broadcast networks, Bravo, Universal film, television studios and theme parks and British TV service Sky into its own separate company, with a goal of completing the separation in about a year.

Michael J. Wolf, CEO of Activate Consulting, said Peacock’s first profit proves that live sports and premium programming “remain the single most powerful anchors for consumer attention and subscriber growth.”

“As Comcast prepares to spin off NBCUniversal, freeing it from legacy cable, a standalone NBCU is now structurally positioned to compete at the highest level of streaming,” Wolf said in a statement.

Peacock was the last major premium subscription video-on-demand service launched by a legacy studio to reach profitability, said Brandon Katz, director of insights and content strategy at Greenlight Analytics. The streaming service is available only in the U.S. and certain U.S. territories. Its reach is much smaller than other rivals like Netflix, which has about 80 million households in the U.S. and Canada.

“It was a long and arduous process for Peacock to reach profitability, and this is obviously a very important step for their business, but one small step in a much larger journey,” Katz said.

The Peacock news was part of Comcast’s earnings results. Comcast said revenue declined 1% to $29.9 billion in the second quarter, compared to a year ago, hurt by the loss of broadband residential customers.

Net income was $3.5 billion, down 68% from a year ago, when its profit was boosted by a $9.4 billion gain from Comcast’s sale of its share in Hulu.

Content and experiences revenue increased 22.9% to $10.7 billion, thanks to increases in advertising and theatrical revenue from popular movies including “The Super Mario Galaxy Movie,” horror movie “Obsession” and the international distribution of “Michael.”

Comcast’s stock closed Thursday at $21.92 a share, down about 7%.

If you feel like your favorite morning news or talk show is frequently trying to sell you something, you’re right.

Shopping segments within the program content of NBC’s “Today,” ABC’s “Good Morning America” and “CBS Mornings” have grown in recent years. Using QR codes on the screen, viewers are taken directly to dedicated e-commerce sites where they can put in their orders, with the program getting 20% or more of the revenue generated.

The segments typically feature a contributor or expert presenting household items, fashion or personal care products, alongside the host viewers know and trust. While hosts typically don’t do the actual pitching, their presence provides a seal of approval that helps drive a purchase.

The segments are also a staple of talk shows and syndicated programs such as “The View,” “The Jennifer Hudson Show,” “Entertainment Tonight” and “Inside Edition” and have spread to local TV stations. Ownership groups have signed deals with companies that match them up with brands looking for exposure that goes far beyond what they get with a 30-second commercial.

“This is the savior for media, if they really focus on it,” said Brian Meehan, co-founder of Knocking, a Connecticut-based company that specializes in embedding e-commerce into TV and digital content.

That may seem bit hyperbolic, but there is little doubt that TV outlets are looking for help as they navigate the upended media industry.

Streaming has pulled viewers away from traditional television, driving down ad revenues. Since 2022, ad spending on broadcast and cable TV has dropped 23%, to $51 billion in 2025. Consumers bypassing or canceling their cable subscriptions are cutting into the fees stations receive from pay TV providers.

As a result, both networks and TV stations have had to make significant cuts in their news operations to maintain profit margins. The daytime syndication business has declined dramatically as well, with NBCUniversal exiting the market and canceling “Access Hollywood” and “The Kelly Clarkson Show.”

Networks and stations don’t reveal how much they earn from the shopping segments, which typically run four minutes, but insiders say it’s well into the eight-figure range.

Bill Hague, executive vice president for the media research firm Magid, said more TV stations are turning to the segments to help fill the additional hours of local news they are programming instead of syndicated talk shows.

“Why invest in syndication when you can have the same audience and more revenue tied to it?” Hague said, adding that the company’s research shows consumers don’t believe the practice diminishes the quality of a newscast.

Jeff Rossen, a former consumer reporter for NBC News, recently pitched online shopping deals for Tegna’s TV local stations. The products he demonstrated sold briskly, likely helped by the credibility and trust he has accrued as a journalist.

That authority matters to viewers. NBC says its research shows that 94% of “Today” viewers trust the product recommendations made on the program.

Morning shows, with their mix of hard news, entertainment segments and lighter fare, have always had more latitude in what they present. But the current dire circumstances of the TV business explain why there is little pushback.

“If helping me buy a better blender also helps pay for an investigative reporter, I’m fine with it,” said Andrew Heyward, a former CBS News president who has consulted for TV station groups.

Heyward said consumers have gotten accustomed to editorial content being a gateway to online shopping. The New York Times gets a cut of sales linked to its Wirecutter product review site.
Book reviews in the Los Angeles Times are linked to Bookshop.org, and the newspaper gets a commission for any sales.

Amazon and other web platforms have made e-commerce account for 21.8% of all U.S. retail purchases, according to the Department of Commerce.

Direct selling on traditional media goes back decades. In 1978, a Clearwater, Fla., radio station accepted 112 electric can openers from an advertiser who could not afford to pay for commercial time. Station owner Bud Paxson had a newscaster auction the inventory over the air and it sold out quickly, leading to a regular show called “Suncoast Bargaineers.”

In 1982, Paxson moved the concept to a local Tampa cable outlet, called it Home Shopping Channel and, after a few years, took it national as Home Shopping Network. HSN soon had celebrities pitching their own product lines, a technique that is now occasionally used by the morning shows.

Candi Carter, whose Cistus Media handles e-commerce for Tegna, said viewers have long been accustomed to seeing products touted inside of programming content, going back to the days of Oprah Winfrey’s “favorite things” segments.

“Brands do it for visibility,” Carter added. “They don’t have to pay a product integration fee and they get revenue from the sales.”

The broadcast networks experimented with direct selling to viewers over the years. NBC even put its name on ShopNBC, a cable channel it co-owned in the 1990s. But the concept was not mastered until NBC’s “Today” introduced “Steals and Deals” in 2010 as an occasional segment that grew over time.

The program now has 30 contributors who present wares in about 350 shopping segments each year. They are available across digital, social, newsletters and mobile platforms after they air on “Today.”

ABC’s “Good Morning America” started its own version in 2011, brazenly calling it “Deals and Steals.” The network now has daily segments on both “GMA” and the afternoon hours “GMA 3” and “The View.” Network contributor Tory Johnson has handled “Deals and Steals” since its launch and has long been one of the most familiar faces on “GMA.” Other contributors, such as former fashion magazine editor Laurie Bergamotto, have been added over the years.

Meehan recalls the biggest hurdle to launching the segments at ABC was the language explaining the arrangement to viewers — making it clear that the network stands to benefit.

“It came down to the attorneys just saying, ‘ABC may receive promotional or financial consideration,’” he said. “It took a long time to go through that process.”

CBS News, historically cautious about any endeavors that could tarnish its legacy as a journalism organization, was the last of the traditional networks to get into e-commerce in 2022 after COVID-19 lockdowns depressed ad revenues. The division was also under pressure to improve its financial performance as Shari Redstone, then-chair of parent Paramount, was intent on improving the company’s balance sheet ahead of a sale.

“Shop CBS” segments, as they’re called, are presented multiple times a week on “CBS Mornings” and “CBS Saturday Morning” and have become key revenue drivers for the struggling news division. Any resistance from producers or on-air talent recedes once they learn how much money e-commerce takes in, according to one veteran at the division not authorized to discuss the matter publicly.

While ABC and NBC broker their e-commerce deals in-house and through some of their contributors, CBS turned to Knocking to develop its segments. The company makes deals with product suppliers looking for in-program exposure, supplies the on-air talent that does the pitching with the network’s hosts and builds the websites that handle the transactions.

While on-air network journalists appear in the segments, they are not asked to do the selling. When CBS News signed on with Knocking, the division insisted the talent and producers involved be able to test the products before putting them on air. When they can react with enthusiasm, it’s a big help.

“When ‘CBS Mornings’ co-host Nate Burleson puts on a massager and he’s like, ‘Ooh, wow, this feels like real human hands,’ — none of that is scripted,” said Meehan.

Still, programs are putting their credibility on the line by selling the products. There is little margin for error or customer dissatisfaction, as disgruntled viewers will tune out.

Meehan said Knocking does its best to mitigate that possibility by accepting returns up to six months after purchase.

“A bad experience will hurt both the product or service being featured, and the broadcaster,” Heyward said. “All the parties have a vested interest in honesty, and in a good user experience.”

Decades of Hollywood empire-building ended with a quake in 2017 when Australian media mogul Rupert Murdoch decided to sell much of his Fox entertainment holdings amid the rise of Netflix and other tech giants.

This week, another titan who has been instrumental in shaping American media and telecommunications began to unwind his Hollywood holdings.

Brian L. Roberts — who with his father built Comcast into a cable TV and internet colossus — announced his company would spin off its prestigious NBCUniversal unit into a separate publicly traded company sometime next year.

The move reverses Roberts’ purchase of NBCUniversal in 2011 — a bold bet that created a behemoth with popular programming and cable pipes to pump that content into consumer homes.

Comcast’s breakup marks the close of a Hollywood era, one dominated for 40 years by a class of maverick moguls: Murdoch, CNN founder Ted Turner, Viacom’s Sumner Redstone, cable titan John Malone and the Philadelphia-based Roberts family.

Now, a new crop of leaders has emerged, reflecting Silicon Valley’s vast influence over the film and and TV business, which has been upended by streaming and, now, artificial intelligence.

“There was a time that Murdoch, Malone and Brian were really industry leaders who could affect change,” said Bank of America managing director Jessica Reif Ehrlich in an interview. “That’s not true any longer.”

Analysts widely believe Monday’s announcement is a prelude to eventual sales of both Comcast and NBCUniversal, a theory that Comcast rejects.

Roberts, 67, told analysts he will remain involved in both NBCUniversal and Comcast after the separation. Still, he plans to relinquish his chief executive role after 25 years and a half century at Comcast. Roberts has picked trusted associates to run each firm, and his family will continue to hold controlling shares of both companies.

But the shift underscores a dramatic loss of clout by Comcast and other traditional media enterprises. Netflix, Apple, Amazon and Google’s YouTube have diminished the industry’s financial pillars — box office receipts and cable programming fees — and given consumers control over when and how they watch programming.

Murdoch was the first to flee. In 2014, he was rebuffed in his $80-billion bid to beef up his 21st Century Fox by buying HBO, CNN and other Time Warner assets. Murdoch’s defeat led to the Fox asset sale to Walt Disney Co.

Last fall, Comcast made a run for the same properties with a plan to unite NBCUniversal with Warner Bros.

Instead, 43-year-old tech scion David Ellison — with help from his billionaire father, Oracle software co-founder Larry Ellison — scooped up the prize for a staggering $111 billion.

The pending blockbuster merger of Ellison’s Paramount Skydance and Warner Bros. Discovery is expected to reshape the industry and leave NBCUniversal increasingly vulnerable to a takeover.

“It looks like Comcast’s NBCUniversal was left standing on the dance floor without a partner,” MoffettNathanson media analyst Robert Fishman wrote in a Tuesday note to investors.

Paramount’s play for Warner Bros. came a month after Ellison finalized his family’s purchase of cash-strapped Paramount from Shari Redstone. The one-two acquisition punch would propel the Ellison family to top-tier moguls with influence over CNN, CBS News, HBO, Turner Classic Movies and two historic Hollywood studios.

“It’s a flagging industry. … The industry will have to consolidate to survive,” said C. Kerry Fields, a USC Marshall School of Business economics professor. “Those who have content plus [streaming] distribution are going to be the winners.”

Roberts knows distribution. His father in 1963 bought his first cable TV system in Tupelo, Miss. It was a quirky bet for Ralph Roberts, who figured his belts and suspenders business would soon be toast as beltless polyester pants became the rage.

Brian Roberts joined Comcast as a high school intern, setting up supermarket promotions. In 1975, he became a trainee cable installer, climbing poles and stringing cables. He joined Comcast full time in 1981 after graduating the Wharton School at the University of Pennsylvania.

For more than 30 years, he worked in tandem with his dad. With key associates, they built the nation’s foremost cable TV service — then the entertainment gateway — and grew stronger by offering internet, phone and then wireless service.

Analysts credit the 2011 purchase of NBCUniversal as a huge success; Comcast rescued a company that was on the ropes due to General Electric’s under-investment.

Over the years, Comcast rebuilt NBC and Spanish-language Telemundo, writing big checks for the best sports rights, including the FIFA World Cup, NFL, NBA and Major League Baseball.

Comcast also recognized value in theme parks and invested heavily, building Universal Studios as a formidable rival to Disney. NBC finished the season in first-place among traditional TV broadcasters and its L.A. film studio is an industry leader.

But the world has changed.

“One of the defining characteristics of this company has always been our willingness to look ahead, embrace change, and position ourselves for the future,” Roberts told analysts during a Monday call.

Reif Ehrlich, the Bank of America analyst, said Comcast needed to do something — or watch its stagnant stock sink farther.

Wall Street has punished the company amid steep losses in its cable TV and broadband internet units, and because NBCUniversal has historically generated its biggest profits from its cable channels.

In January, Comcast spun off those networks, including CNBC, MS NOW, USA Network and Golf Channel, to create a new entity called Versant.

But the move failed to boost Comcast’s battered stock, which dropped 3.3% on Wednesday to $23.73.

Five years ago, Comcast stock topped $50 a share.

“It was just a very challenged market on both sides, and it’s getting worse, not better,” Reif Ehrlich said.

Comcast faces competitors beyond traditional telecommunications firms, including AT&T and T-Mobile. SpaceX’s Starlink provides satellite internet service.

NBCUniversal must jockey alongside other well-capitalized players, including Amazon, Netflix and Disney. NBC’s streaming service, Peacock, has struggled to get traction. It counted 46 million paying subscribers as of the first quarter, a fraction of Netflix’s 325 million and the nearly 132 million subscribers of Disney+.

“It’s kind of a subscale player,” Reif Ehrlich said. “It’s just a real battle, and NBC has expensive sports rights.”

Roberts conceded the difficult landscape on the analyst call.

“The world is changing faster than ever,” Roberts said. “Technology, consumer behavior, competition, capital requirements are all evolving at an unprecedented pace … When we acquired NBCUniversal, more than 15 years ago, the industry looked very different.”

He will retain control for at least three years. The NBCUniversal spin-off is envisioned as a tax-free transaction for shareholders, providing a short-term buffer from deal-making to preserve that structure.

NBCUniversal could be up for grabs by 2029 — a pivotal year when the NFL is expected to open negotiations for a new round of broadcast rights. That auction is expected to draw heavy interest from Amazon and other streamers — not just veterans Fox, NBC, Disney’s ESPN and Paramount’s CBS.

“Brian Roberts has already proven his willingness to play the long game and with continued control should be the end decision maker,” Fishman said.

Much like Murdoch, who is now 95 and partially retired.

“Rupert was the smartest guy in Hollywood — he got out at the top,” Reif Ehrlich said.

He entrusted power to his 54-year-old son, Lachlan, who has been busy remaking Fox after the 2019 sale to Disney, which included Fox’s film and TV studios, streaming service Hulu and the FX and National Geographic channels. Fox also unloaded its regional cable sports networks — a savvy move before that business cratered.

The Murdochs kept Fox Sports, the Fox broadcast network, TV stations, Fox News Channel and the studio lot.

The company has been expanding. Lachlan Murdoch led Fox’s purchase of Tubi, which provides free TV channels and movies for smart televisions, keeping Fox in the streaming game. The company launched Fox News and weather products, and subscription service Fox One, which streams the company’s sports and news.

Earlier this month, Lachlan Murdoch stunned the industry by agreeing to pay $22 billion for Roku, a leading streaming platform that reaches 100 million viewers worldwide. Murdoch called the proposed purchase “a defining moment for Fox.”

Gene Shalit, the fast-talking funnyman who reviewed films, plays and books for NBC’s “Today” show has died. He was 100.

Shalit’s family confirmed the longtime critic’s death Friday, telling NBC that he “passed away peacefully after 100 years of an amazing life.”

According to a 2010 interview with Guy Ludwig, Shalit’s producer for more than 20 years, Shalit was hired as a contributor at “Today” in 1968. He reviewed books once a month or so, but audiences were so fascinated by his eccentric personality and equally unconventional looks that NBC ramped up the critic’s on-air appearances.

In January 1973, on the same day he was promoted to arts editor, Shalit debuted “Critic’s Corner,” the segment that would ultimately make him a household name. In 2010, Shalit retired as one of the last regular film critics on a major network.

Ludwig referred to Shalit as the “foxy grandpa” of the “Today” show.

Shalit cut his teeth in media as an entertainment columnist for McCall’s magazine, eventually landing the role of senior film critic for Look magazine in 1968 and writing a humor column for Ladies’ Home Journal. His quick wit, punchy puns and unique voice came through even on the page, and NBC took notice.

“No one at NBC had seen him. They’d only read his stuff. So he walked into this executive’s office and the executive took one look at him and said, ‘Mr. Shalit, have you ever thought of radio?’” Ludwig told “Today.”

“They didn’t know how the public would react to someone who looked so different from people who were typically on TV in 1967.”

On “Critics Corner,” Shalit favored humor over the highfalutin. He was an everyman’s critic. Of 1997’s action-thriller “Face/Off,” he said, “Now, ‘Face/Off’ is a literal title, because both of their faces are taken off. Then each face is put onto the other’s head. Even their voices are switched with microchip implants. In other words, this is an entirely reasonable, rational movie!”

“Many critics will give so much of the plot of a movie away that they destroy the movie for the viewer … I just don’t give away the story,” he told the Associated Press in 1993.

During his tenure, he was known to bust up his colleagues, and “Today” anchors ranging from Edwin Newman, Barbara Walters and Jane Pauley to Tom Brokaw, Bryant Gumbel, Katie Couric, Al Roker and Meredith Vieira.

But not everyone appreciated Shalit’s style. In 1989, a leaked in-house memo from “Today” show co-host Bryant Gumbel to Marty Ryan, the former executive producer of the NBC program, complained that Shalit’s film reviews “are often late and his interviews aren’t very good.”

Eugene Shalit was born March 25, 1926, in New York City and grew up in Morristown, N.J. He launched his elementary school’s first newspaper, “The Spotlight,” and purchased a fedora to seal his fate as a journalist. In Morristown High School he wrote the school newspaper’s humor column “The Broadcaster.” In 1949, he graduated from the University of Illinois at Urbana-Champaign.

Shalit was married to Nancy Lewis for 28 years until her death in 1978 and never remarried. The couple had six children: Peter, Willa, Emily, Amanda, Nevin and Andrew. Emily died from ovarian cancer in 2012.

After the polls close in California on Tuesday, NBC News data analyst Steve Kornacki will just be getting started.

Since December, the khacki-clad vote-counting guru has been going live and uninterrupted on streaming platforms to provide results and analysis of every special election and even some state Senate contests.

The stream — called the Kornacki Cam — provides unadulterated number-crunching without any pundits weighing in. Rather than getting updates that last a few minutes, Kornacki provides continuous real time results until the last available total is counted.

“This all happens in full view,” Kornacki said Monday in a phone interview. “The audience gets to see the whole thing. They get to see the buildup, the anticipation, the payoff.”

In the 10 Kornacki Cam sessions streamed by NBC News so far, 20 million viewers have sampled on YouTube alone. The coverage — consisting of Kornacki, his Big Board, his producer and a Stedicam operator — is also available on NBCNews.com, the NBC News app and the division’s social media accounts on Instagram, Facebook and TikTok.

The Kornacki Cam will focus on the primaries for Los Angeles mayor, California and several Congressional districts, shortly after the state’s polls close at 8 p.m. Pacific.

In a Monday chat with The Times, here are the trends Kornacki says he’ll be looking for on the night.

Polling in mayoral races is typically pretty unreliable. What do you make of the contest based on what you’ve seen?

You don’t always have super-competitive mayoral elections and they’re not all created equal. It’s not quite like a presidential election so you just don’t have a wealth of data to draw on for expectations either.

I’ve seen the polling you’ve seen. It suggests that of the three candidates, (Mayor Karen Bass, reality TV star Spencer Pratt and City Council member Nithya Raman) Bass is in the best position to get into the runoff. It also suggests that Spencer Pratt has had the most positive movement in the last month or so of the campaign. But we go in knowing there will be volatility and I’m open to any and all possibilities.

Spencer Pratt is an unusual candidate who has been able to take up a lot of oxygen in the race. Is there a hidden vote for him that people might not be eager to admit to pollsters?

You can look at the city and know where to look for whether Pratt is having a big night. The San Fernando Valley is gonna be more than a third of the vote, probably close to 40%. If he gets in the general election, he wants to be winning there by a big margin. 
If it’s not happening there for Pratt, I don’t think it’s happening anywhere else. Karen Bass is going to rely on central and south L.A., with probably a third of the vote coming out of those two places. Those should be her bulwarks. The Westside, I think could be more of a toss-up. There’s a fair chunk of the vote there.

We don’t do a ton of mayoral races around the country. So we’re still trying to figure out exactly how detailed we’re going to be able to zoom in, at the neighborhood level and the precinct level.

Turnouts usually are low for Los Angeles mayoral races. Will this year be different?

This mayoral race has received a lot more national attention than 2022. 
So my thought is that the turnout would be higher, just based on that. But this is something that is resonating nationally because Pratt has that celebrity factor. The number was 646,000 (total votes) for 2022. So that’s something we’ll be following — are we trending over or under that?

And what will be the best indicators for the gubernatorial race?

The place that I kind of got circled here is Orange County. In the last two sort of major statewide elections, it was the first to report out vote. 
At 8:06 p.m local time in California, in 2024, Orange County reported out half of its vote, right? So you’re getting, you know, you’re getting hundreds of thousands of votes, potentially, from this enormous county within, potentially within 10 minutes of polls closing. 
There were a couple others — the Central Valley, and we got a we got a good chunk of Merced and Fresno quickly.

So how long are we going to have to wait for a result on Tuesday night?

One of the other things that just surrounds everything in California, whether it’s the mayor’s race, or governor’s race, or anything else, is nothing is definitive in the first hour or so after the polls close. We’re probably realistically looking at a days or even weeks-long process of getting all the vote counted.

I know it drives many people nuts. Without editorializing on that, it’s just a fact that they can get out of about two-thirds of their vote on election night, and if the races aren’t clear and definitive, then you’re generally in for a pretty long haul.

We do know in California that they’re not going (to count) nonstop until they get a result. They’re going to then start doing updates as they process and count the remaining vote by mail, which is usually a considerable pile in a lot of these places. The vote by mail in California can continue coming in for seven days after the election.

So do you think your coverage reflects a shift in what the consumer wants? We already know how fragmented the audience is. Are there now enough political junkies who want the pure uncut stuff?

I’ve been doing this about 20 years, and when I would tell people that I reported on politics for a living, they either moved away from me or changed the subject. And now, you know, I found the last, you know, 10 years or something, has just totally changed. People come up to me, even if they don’t know I work in politics, and they want to talk politics. Everybody seems into it whatever side they’re on.

The television industry has changed dramatically over the last decade, but one tradition that won’t die is the annual gathering of ad-buying execs in Manhattan to hear the pitches of networks and streamers looking to sell their commercial time.

This past week’s lavish presentations, known as the upfronts, included the usual array of big-name actors (Arnold Schwarzenegger and Jennifer Lopez), NFL legends (Tom Brady and Mike Tomlin) and “Real Housewives,” past and present.

Jennifer Lopez and Brett Goldstein speak onstage during the 2026 Netflix Upfront at Sunset Pier 94 Studios on May 13.

(Dimitrios Kambouris/Getty Images for Netflix)

The selling buzzwords are far different from the days when the presentations were a vehicle for networks to boast about their ratings and present new program line-ups. The 2026 upfronts talked a lot about “connections” and “community” as the personalized nature of TV viewing brought on by streaming video-on-demand has been fully integrated into the buying and selling of commercials.

“Three of us could be watching the same show, maybe at a different time, maybe at the same time, but receive very different advertising based on what ad technologies, know about us as an audience segment,” said Josh Mattison, executive vice president of digital revenue pricing, planning and operations for Walt Disney Co. “The old model would be, hey, did 10 million people watch this ad? 
I think the new model is, which 10 million people watch this ad.”

Here’s a sampling of what ad executives were seeing and hearing this week:

Using new ad tools that target viewers

Every company presentation touted advancements in the ability to target consumers now that advertising has become the main source of revenue growth in the streaming business. They also played up new services — such as NBC’s Performance Insights Hub — providing advertisers with up to date information on the effectiveness of their advertising so they can adjust accordingly.

Streamers can take the consumer research collected by advertisers and align them with the viewing habits of their subscribers. The data are analyzed in a secure room to protect consumer privacy.

Netflix doesn’t ask subscribers for personal information in the sign-up process, as it can discourage people from buying the service. But the company does use the viewer habits on the platform to help advertisers reach the customers they seek.

“We are seeing where there is overlap and use that to help our advertisers target better,” Amy Reinhard, president of advertising for Netflix, told The Times. “It’s all based on viewer preferences.”

Every company is turning to AI to respond to the needs of advertisers. NBC now offers them the chance to insert commercials that relate to the action seen on the screen during live sports events.

Creators are going mainstream

YouTube’s annual upfront gatherings used to have the feel of an alternative show business universe, with personalities who built their rabid followings on the streaming platform far away from the audiences for traditional TV.

Now creators such as the sports stunt group Dude Perfect have their own studios. Beast Industries, the corporate home of MrBeast, held its own invitation-only breakfast for marketing executives at a high-end New York venue . YouTube stars, such as Jesser, are landing shows on other platforms.

At YouTube’s presentation at Lincoln Center, longtime favorites such as “Call Her Daddy” podcast mogul Alex Cooper and “SubwayTakes” host Kareem Rhama appeared on stage to announce new projects on the platform, looking more like established show producers rather than social media renegades.

Ten years ago, YouTube advertisers had to worry about their spots running next to Islamic State videos. Now it’s become common for marketers to embrace YouTube stars and fully integrate products and messages into their programs.

“When creators talk about your products on YouTube, viewers are 13 times more likely to search for your brands and five times more likely to buy,” said Paul Downey, president of Americas & Global Partners for YouTube.

Mary Ellen Coe, chief business officer for YouTube, told The Times that advertisers can determine if a creator is right for their brand by looking at audience numbers, subscriber data and comments from their communities of fans. But many have their own personal focus groups at home that introduce the hottest YouTube personalities.

“Most of these advertisers have children and teenagers and they go nuts for them,” Coe said.

YouTube is the most watched TV platform according to Nielsen, accounting for nearly 13% of all TV viewing. But that share is much higher among younger consumers.

“My kids don’t watch TV — they watch YouTube,” said Anthony Pedalino, vice president and head of media investment at the ad buying firm Giant Spoon. “So I think this is a bit of future proofing.”

Other companies are seeking creators for their platform.

Amazon Prime Video introduced an alternative feed of some of its NBA games on its streaming platform Twitch, which will turn them into a “CreatorCast.” The streamers who are regulars on the site call the action live in an effort to bring in younger fans. The format will be used in WNBA games in the league’s new season.

Fox touted its creator initiative that develops programs for Tubi, the company’s fast-growing ad-supported streaming platform that now has 100 million active users. The company also has a partnership with TikTok to support creators who want to turn their short-form clips into full-length programs.

There’s always room for comfort food

Amid all the innovations in ad buying and audience measurement presented during the week, many of the programs and personalities offered up by the major networks and streamers were extremely familiar.

“They may be resigned to the fact that people are going to go to emerging platforms for more niche and esoteric programs,” Pedalino said.

Oprah Winfrey made an entrance on the Beacon Theatre stage to promote the move of her podcasts to Amazon Prime Video.

Disney rolled out the cast of “Scrubs” to announce another 10-episode order of the early 2000s sitcom for Hulu. The series had a successful reboot as Gen Z viewers continue to devour vintage programs. Amazon Prime announced “The Greatest,” a Michael B. Jordan-produced mini-series on legendary heavyweight fighter Muhammad Ali, not exactly uncharted territory.

Fox introduced a reboot of “Baywatch,” which was canceled after a single season on NBC in 1990, but went on to become a worldwide hit in syndication over the decade that followed. The slow-motion shots of toned lifeguard bodies running into Venice beach waters are coming back without a hint of irony.

Netflix brought out the set of “Pop Culture Jeopardy” at its presentation at Sunset Pier 94 Studios, NBC previewed comedies with proven prime time stars and touted its 100th anniversary which will be celebrated with an old-fashioned variety special later this year.

NBCUniversal has ordered a TV adaptation of the popular New York Times puzzle Wordle that will be hosted by Savannah Guthrie.

Jimmy Fallon, whose company is co-producing the show, and Guthrie announced the series pick-up Monday on NBC’s “Today.” “Wordle” will begin production later this year and debut on NBC in 2027.

Guthrie filmed the pilot episode for Wordle last fall in Manchester, England, where the series will be made as well. The project from Universal Television Alternative Studio, Fallon’s Electric Hot Dog and The New York Times, has been in development for two and a half years.

Guthrie said she learned the show was picked up in February and was set to shoot episodes in March. But producers delayed the start as Guthrie went on a hiatus for two months after the disappearance of her mother Nancy.

“They just stopped everything and said, ‘we will wait for you, of course,’” Guthrie said. “And Hollywood is a really tough business as you know, and I didn’t expect that.”

Guthrie returned to “Today” on April 6. Law enforcement officials believe Nancy Guthrie was taken against her will from her Catalina Foothills home on Jan. 31. The investigation into her abduction is ongoing.

Guthrie did not mention the situation with her mother’s abduction, but indicated her game show duties will be another step toward normalcy. “I’m just determined to put one foot in front of the other,” she told colleagues.

Wordle asks players to guess a five-letter word in six chances through a process of eliminating letters. An individual player’s performance in the game can be posted online without revealing the answer, as the colored tiles are shown without the letters.

Offered as part of a subscription to a bundle of puzzles on the New York Times web site and app, Wordle has been a major driver of digital revenue for the company. The New York Times said earlier this year that users solved the Wordle puzzle 4.4 billion times in 2025.

Wordle was created by Brooklyn, N.Y.-based software engineer Josh Wardle in 2021. After it became an immediate hit online, the New York Times purchased it for a price reported to be in the low-seven-figure range.