Author: Tim Peterson

This week’s Future of TV Briefing looks at the conversations that upfront sellers including Disney, Paramount and Warner Bros. Discovery are looking to have with advertisers regarding incorporating AI agents in ad buys.

• The agentic upfront
• Netflix’s first daily live show, Peacock’s subscriber-driver and more

The agentic upfront

Claude and ChatGPT aren’t negotiating upfront deals between TV and streaming ad buyers and sellers. But their ilk will be part of this year’s upfront negotiations.

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Imagine this: you’re an avid viewer of a rather small streamer jumping on to catch their daily video game session when you notice something odd. The streamer, who you’ve watched regularly for six months alongside a few dozen viewers, has nearly 10,000 viewers. The stream chat, usually populated by just a few engaged fans, isn’t flooded with new chatters. What’s going on?

This is viewbotting, or the practice of artificially inflating viewer counts with automated software, aka bots.

In the robust and ever-changing creator economy, which is currently grappling with how to approach streaming as short-form content and clipping become more popular, viewbotting is quickly becoming a major issue. 

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