Streaming was the star of upfronts week this year, but what's it going to take for it to fully take over the upfronts process? Horizon Media's Samantha Rose gives her take on the latest episode of The Current Report._______To read the full stories included in this episode:Streaming takes over the upfronts with Netflix’s NFL news and the Great Rebundling: https://www.thecurrent.com/streaming-upfronts-netflix-sports-news-amazon‘We did not create another opaque walled garden’: NBCU touts transparency (and sports) at upfronts:  https://www.thecurrent.com/nbcu-transparency-sports-upfrontsStreaming takes over the upfronts with Netflix’s NFL news and the Great Rebundling: https://bit.ly/3yvmOlm‘We did not create another opaque walled garden’: NBCU touts transparency (and sports) at upfronts: https://bit.ly/44N90OSAn asteroid is about to hit upfronts: https://bit.ly/3KKlE8iTV's Upfront ad-sales talks start to heat up, with some 'rollbacks' expected: https://bit.ly/3VHrgGEGlobal ad revenue to surpass $1 trillion in 2025 as GroupM boosts 2024 forecast for U.S., China: https://bit.ly/3KKWbf4GroupM releases its this year next year 2024 midyear global advertising forecast: https://bit.ly/3yWSiki_______The Current Report is our weekly news roundup of what’s happening in the world of digital media. We headline topical stories every edition — everything from connected TV to retail media networks to new initiatives around identity — offering our fresh take on why it's relevant for the marketing community. Subscribe: https://bit.ly/45HIaXH_______Each week, The Current gives you the most critical innovations in advertising that are happening on the open internet — identity, the future of TV, retail media, and beyond. Born inside The Trade Desk, The Current is a news platform dedicated to covering the latest in modern marketing — all from the front lines. Speaking to the marketing world’s most influential players, we explain what these seismic shifts mean, how they are happening, and why they are taking place: https://bit.ly/3SAM0wR