Warner Bros. Discovery looks to bring alternative currencies to the upfronts

Stephen Whiteside

Warner Bros. Discovery, the media company, is among the video-centric media companies looking to make alternative currencies part of upfront negotiations in the US, in reflection of how viewer habits are evolving.

This article is part of the May 2023 Spotlight US series, ‘The upfronts – what they mean in 2023’ Read more

Warner Bros. Discovery is among the major media players which are looking to bring alternative currencies to the upfronts as it seeks to fully capture the diverse ways that people watch television.

The company, formed after a merger between WarnerMedia and Discovery in April 2022, owns big-name networks including HBO, Cinemax, TNT, CNN and HGTV. This month it is also launching Max, a rebranded and combined version of the HBO Max and Discovery+ streaming platforms, which will have...

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