Nickelodeon Broadens Upfront Focus from Linear-Only to Streaming-Fueled ‘Multiverse’

Networks still dominate, but Paramount+, Pluto TV and YouTube are scaling rapidly

Nickelodeon's upfront featured an animated explainer about the brand's "multiverse." Nickelodeon

In its return to the upfront stage Thursday afternoon, Nickelodeon held an event that was untraditional in form and substance: The ViacomCBS children’s brand created a presentation for clients to watch alongside their kids. And instead of doing what many companies do at their upfront events—ignoring the elephant in the room that is declining linear ratings—Nickelodeon chief Brian Robbins addressed the trend head on, and even offered marketers a solution.

@jasonlynch jason.lynch@adweek.com Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.
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