About
We Are Upscale AI
The most powerful asset that any brand has is their story. At Upscale, we unlock personalized storytelling at scale and enable brands to reach and engage consumers where they are - on streaming TV & video.
Backed by
The Future of Commerce is Streaming
Streaming is here and the scale of the channel is unprecedented. Americans spend 1.4x more time on streaming than social media, with 99% of households in the U.S. using one or more streaming services.
Commerce brands are eager to tap into streaming to grow their brand but face multiple challenges: producing high quality TV creatives at scale, driving true performance outcomes, and measuring the total impact of their marketing investments.
At Upscale, we believe that we can solve these challenges and the future of commerce is streaming.
Commerce brands are eager to tap into streaming to grow their brand but face multiple challenges: producing high quality TV creatives at scale, driving true performance outcomes, and measuring the total impact of their marketing investments.
At Upscale, we believe that we can solve these challenges and the future of commerce is streaming.
2021
Netflix Surpasses 200M Subs
Between 2017 and 2020, Netflix’s global subscriber count soared—eclipsing 100 million by 2017 and surpassing 200 million by 2021.
Amazon Acquires MGM IP
Amazon announced plans to acquire MGM for $8.45 billion, adding significant IP including the James Bond franchise to bolster Prime Video’s offerings
Warner and Discovery Merge
AT&T announced plans to merge WarnerMedia with Discovery, uniting HBO Max, Warner Bros., CNN, Discovery Channel, TLC, and more.`
2022
Netflix Introduces Ad Plans
Netflix introduced its ad-supported tier, known as "Basic with Ads," in November 2022, as a cheaper option to its existing ad-free plans.
Prime Video Gets NFL Rights
Amazon built upon its Thursday Night Football deal, culminating in 2022 when Prime Video became the exclusive home for those NFL games in the US
Streaming Surpasses Cable
TV measurement firm Nielsen reports streaming platforms, led by Netflix surpass cable networks to claim the largest share of U.S. TV viewing.
2023
Apple Acquires MLS Rights
Building on MLB rights acquisition in 2022, Apple inks 10 year streaming deal for Major League Soccer in 2023..
Roku Launches Shoppable Ads
Roku launched shoppable ads in partnership with Shopify, enabling viewers to purchase products directly from their TV screens with the remote.
FAST Breaks Out in 2023
By late 2023, every major TV network and studio had some FAST strategy in place, with Netflix rumored to be exploring distributing content via FAST
2024
Tubi Nears 100M Subs
Tubi surpassed 97 million monthly active users and streams over 10 billion hours during the 2024 calendar year
Disney+ Opens Programmatic
Disney announces programmatic expansion consolidating inventory across Hulu and Disney+ and opening up to 3rd party programmatic buying partners.
Olympics Live on Peacock
The 2024 Olympics were streamed live for the first time on Peacock, driving growth for the NBCu service.
2025
Youtube Usage Majority CTV
in the US, the TV is now the No. 1 device for YouTube viewing, more than both desktop and mobile — underscoring the platform’s growing presence on the big screen.
Roku Hits 90M Households
Roku surpassed 90 million streaming households in the first week of January, upping its footprint to nearly half of all U.S. broadband households.
Streaming Continues to Grow
Nielsen reports that Streaming continues to grow, commanding 43.5% of total view time vs Broadcast (21.2%) and Cable (23.2%) as of February 2025.
Our Mission
We empower the fastest growing commerce businesses to tell their brand stories, engage consumers and generate performance outcomes on Streaming TV + Video.
Upscale AI - Our Values
We started Upscale to enable performance advertising on streaming for brands - bringing together our experience in performance adtech, AI/ML, and a passion for improving the streaming experience for every consumer. We live and operate by our values.
Value #1
Accountable
We trust our team members to be professional, get stuff done and take responsibility. We prioritize action over words.
Value #2
Transparent
We communicate often & openly and believe that sharing context / information is how we do our best work and deliver for each other and our customers.
Value #3
Customer Driven
We proactively advise, act & innovate on behalf of our customers; our success is defined by the real value we provide our customers and helping them “skate to the puck”.
Value #4
Collaborative
We value different perspectives / experiences / input and believe this results in better solutions, products and outcomes; we go further and have more fun doing it together.
Value #5
Resilient
We think there is no substitute for hard work and effort; what we do is difficult, the challenges are real. We finish what we start.
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Creating Value at Scale
The Upscale AI team has an aggregate of 100+ years of experience building and scaling technology businesses in performance advertising, SaaS, martech and more. We have been on the founding R&D and go-to-market teams of 12 startups, gone through 8 M&As and 4 IPOs.
12
Companies Founded / Early Employee
8
M&A Transactions
4
IPOs as Key Team Members
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