Tech Talk, Sports, Streaming Drive Upfronts; NBCUniversal’s Liz Jenkins – Variety

The 2026 Upfronts week began with a heavy emphasis on the integration of technology, sports and streaming as the primary drivers for advertiser engagement. On May 11, 2026, NBCUniversal, Fox, and Amazon Prime Video held presentations to pitch their upcoming strategies and content slates to Madison Avenue.

Reporting for the Daily Variety podcast, Brian Steinberg noted that the first day of presentations focused on the deployment of data tools designed to reach distinct slices of the viewing audience. This shift highlights an industry-wide move toward precision targeting and the use of streaming platforms to capture fragmented demographics.

Along with data-driven targeting, the presentations emphasized the importance of driving social media buzz and the continued growth of sports programming to maintain viewership stability.

A notable trend in content strategy is the increasing reliance on familiar intellectual property. Steinberg highlighted a rise in reboots, specifically mentioning the revivals of Baywatch and The Rockford Files as key components of the current programming landscape.

Liz Jenkins, the chief business officer for NBCUniversal Entertainment, provided insight into the company’s approach to these industry shifts. During remarks delivered in May 2026 at SeriesFest in Denver, Jenkins addressed the necessity of risk-taking during a period of systemic disruption within the media landscape.

Regarding the current trajectory of the organization, Jenkins stated:

We’ve found our cruising altitude again

Liz Jenkins

The focus on technology and streaming tools reflects a broader evolution in the Upfronts process, where networks are no longer pitching solely on broad reach but on the ability to provide granular audience data and cross-platform accessibility.