NEM Dubrovnik 2025 is arriving today to its third and last day of market. Yesterday, the event was focused on the challenges of digital transformation, regionalization, and the impact of inflation on audiovisual production and distribution. Over ten sessions featured executives from Warner Bros. Discovery, Google, Rakuten, Nielsen, Eurovision, and Amazon MGM Studios, among others, engaging in discussions about global and European content strategies.

Morning sessions highlighted the acceleration of digital transformation in EE region. Michal Stefanski, Head of Partnerships for CEE at Google, and Maria Rua Aguete from Omdia, presented regional data. Rua Aguete noted that video entertainment in Eastern Europe ‘is growing at 7%, outpacing the global average’. They also pointed out that connected TV advertising accounts for just 3% of TV revenues in the region, compared to 23% globally, indicating untapped potential.

Jamie Cooke and Deniz Şaşmaz Oflaz from Warner Bros. Discovery led the Q&A session "One Size Does NOT Fit All: Max Is Going Glocal”, where they announced that HBO Max will debut in 12 new markets and emphasized the value of partnership models for streaming.

Panels convened industry leaders from various sectors, reflecting a shared call for new measurement tools, smarter workflows, and flexible monetization strategies. Discussions addressed AI-driven transformation, localization, and cost pressures due to inflation. Executives also examined the evolving relationship between TV and digital platforms. Denis Oštir from VIDAA observed, ‘Everything that you consume on the TV is TV’, highlighting the increasing but still lagging adoption of connected TV advertising in Eastern Europe.

Content strategies increasingly favored authentic local storytelling. Piotr Lenarczyk from TVP presented their crime series "The Profiler", noting its audience engagement with a female lead. This emphasis on localization mirrored insights from Latin American executives, such as Rodrigo Nascimiento of Globo and Jesus Iriepar of Caracol TV, who underscored the continued dominance of telenovelas and serialized dramas in Eastern Europe, reflecting a consistent preference for emotionally resonant, culturally relevant narratives.

On the Live sports and events field, were identified as critical for viewer engagement. In the panel "FTA vs. Pay-TV Channels vs. Streamers: The Battle for Live Events," moderated by Andy Rayner, CTO of Appear, Alex Sanchez, COO of Eurovision Services, discussed the shift towards remote IBC workflows, which allow broadcasters to produce live content without being on-site. Meanwhile, Aleksandra Martinović, Director of the Multimedia Division at Telekom Serbia, presented evidence of sports content's ability to attract and retain subscribers. ‘Sport is about real-time, the big screen, immediate engagement --it brings the whole family together, tied to emotion and passion’, adding that live events serve as both acquisition tools and loyalty drivers.

The day concluded with an exclusive presentation from Amazon MGM Studios, followed by a networking reception hosted by Paramount Global Content Distribution.

Juan Pablo Morales from Dubrovnik, Croatia

If you want to receive our Daily Reports, please send an email to newsletter@prensario.info with your email and contact details