At NewFronts 2026, Comscore Chief Commercial Officer Steve Bagdasarian described UPROXX TV as a major-scale digital video platform with a large national footprint and strong reach across YouTube and connected TV. Speaking at Pier 57, he said UPROXX has “one of the largest video footprints in the country” as the exclusive provider of YouTube inventory across the official Warner Music Group network of super creators.
Bagdasarian positioned UPROXX TV not as passive background media, but as a viewing environment that resembles traditional television. He said the audience shows “lean-back, intentional, television-like viewing behavior” in digital settings, suggesting that users engage with the content in a focused way rather than casually scrolling past it.
He also emphasized that the value of UPROXX is not only its size, but the additional audience it brings to a media plan. According to Bagdasarian, UPROXX delivers “more of the audience other media brands are missing,” creating incremental reach beyond what brands may already get from other large platforms.
He argued that advertisers can use UPROXX alongside buys on services such as Netflix, ESPN, VEVO, and Paramount to improve efficiency. In his view, each platform can serve a different purpose within the broader plan, helping brands reach sports and music audiences on YouTube and CTV that they might not fully capture elsewhere.
Bagdasarian described UPROXX TV as operating “like ESPN for music culture,” a comparison that highlights the platform’s role in attracting passionate fans who follow music content with the same intensity that sports audiences bring to games and highlights. He said the audience is intent-driven, emotionally invested, and focused on specific moments, which makes it valuable for advertisers seeking attention and engagement.
He also noted that UPROXX reaches a younger audience and includes cross-interest fandom, giving brands access to viewers with overlapping interests across music, sports, culture, and entertainment. That mix, he said, can help improve audience composition, reduce duplicated exposure, and increase overall efficiency across a total media buy.
UPROXX’s presentation at NewFronts 2026 framed the platform as both a scale play and a precision opportunity for advertisers looking to connect with high-value digital audiences. With strong distribution, television-like viewing behavior, and incremental reach, the company presented UPROXX TV as a complementary option for brands seeking to broaden their media strategy across YouTube and connected TV.
