Transition is one theme underpinning this year’s upfronts season. Legacy players are shaking up strategy or even tapping out of the media-buying bonanza — maybe for good — while fresh entrants like Netflix are pushing to get their CTV offerings off the ground. A pandemic-accelerated shift to streaming and CTV continues to take hold, while conventional TV’s backward slide feels sharper in a rocky economy that has seen ad budgets tighten.