Last week, NATPE Budapest, held at the iconic InterContinental in the heart of the city, brought together over 750 delegates, including more than 400 buyers and 100 exhibitors, all focused on the future of content and streaming in Central & Eastern Europe.
🔍 Top Insights from the CTV Landscape
1. CTV at the core of media strategy NATPE reaffirmed that Connected TV is no longer a niche channel — it’s become a cornerstone of modern media ecosystems. Keynotes from regional leaders emphasized that effective CTV campaigns now demand precision, transparency, and cross-screen audience insights.
2. Data-led decision-making A highlight was the unveiling of the weCAN research — offering a first look at spend distribution and consumption trends in the CEE region. Attendees gained valuable intel on where ad dollars are heading and which formats are resonating
3. Content meets commerce Screenings from Sony, A+E, and others underscored that high-value content is crucial for CTV success. Collaborative formats, pitched through Pitch & Play LIVE!, are now driving cross-border opportunities and fueling co-production momentum
4. Networking in the new era TEch-focused sessions, including YouTube’s insights and regional buyer roundtables (e.g., KOCOWA, TV2), highlighted the fusion of platform and content strategies — reinforcing that deals often begin with shared data goals
🚀 What This Means for CTV Performance
- Sharper targeting: Using CEE-specific data ensures campaigns are more accurately aligned, maximizing ROI.
- Optimized measurement: The emphasis on transparency and cross-screen attribution helps us benchmark CTV impact against linear and digital formats.
- Stronger partnerships: Joint screenings and pitch sessions paved the way for richer collaboration between tech, content owners, and distributors.
Thanks for a great week in Budapest
NATPE Budapest 2025 was an energizing reminder of just how fast the CTV and streaming space is evolving — and how critical collaboration and shared insights are to pushing it forward.
From all of us at Torro Stream — thank you to the organizers, speakers, partners, and everyone we had the chance to meet. Your perspectives sparked meaningful conversations and fresh ideas we’re excited to carry forward.
Let’s keep in touch, we’d love to continue the conversation around CTV performance, programmatic growth, and smarter media strategy.
