NATPE Budapest 2025 concludes today with a positive overall balance. While official figures are still awaited, preliminary data indicates the participation of 750 delegates from 65 countries, including more than 400 buyers and 100 exhibitors, confirming the continued interest generated by this strategic event for Central and Eastern Europe.

Claire Macdonald, NATPE’s executive director, said to Prensario: ‘We’re really happy with the response to the new initiatives we launched this year, notably “NATPE Honors” and our “Breakfast With” and “Lunch With a Decision Maker” series. Year over year, we hosted more buyers than last year, and the expanded market floor was buzzy with exhibitors reporting rafts of onsite deals. We’re gathering feedback from all our stakeholders and look forward to announcing our plans for next year in the next couple of months’.

Mary Maddever, Executive VP Realscreen and Executive Content Director for NATPE, added: ‘The theme that resonated throughout the conference tracks was how the calibre and commercial potential of content in the region is continuing to elevate, and is well positioned to travel even further afield’.

The majority of buyers attending NATPE Budapest came from Central and Eastern Europe. According to the comments compiled by Prensario, the experience was positive for the attendees: many highlighted the value of networking and the relaxed atmosphere of the Dorothea Hotel, where panels, keynotes and screenings were held. However, the overall balance leaves a dual feeling. On one hand, June concentrates several international events and, in this context, NATPE continues to be a relevant space. On the other hand, the market was perceived to be calmer compared to previous editions, which poses the challenge of activating more buyers in the face of competition from other industry events in the same month.

During yesterday's event, one of the key moments was the “View from the Top” panel, where CEE leaders agreed on the importance of local productions and flexible solutions. They highlighted the relevance of reality shows, the agility of streamers and the need to understand the audience. In “CEE Breakout Hits”, regional hits such as The Promise (Slovakia), I Have Children (Ukraine), Rise of the Raven (Hungary) and The Fall of the King (Turkey) were reviewed.

On the Talpa Studios panel, Sebastian van Barneveld showed how they produce international content from a single set, as with "The Floor", and revealed that 40% of their catalog is born from external ideas. They also announced a new format for MIPCOM 2025. In “Format Futures” producers from Paprika Studios and Seefood TV highlighted the IP control and scalability of titles such as "Fish and the Cake" and "The Box", underlining that creativity, risk and efficiency are keys to global success.

Among the aisles, vertical content captured attention. Paloma Garcia (Caracol TV) noted that, following an agreement with Short Reels, they received multiple inquiries about this emerging format. ‘The next thing is vertical and mobile’ she said, anticipating that Caracol is already working on original development focused on new genres such as thriller or action.

Nesim Hason (Library Kingdom) noted that, despite the challenges, it is still a profitable market: ‘I met more than 10 new platforms here. Better than some smaller markets’. László Fülöp (AMC Networks CEE) appreciated the local focus: ‘My agenda was full. This is still a key market, especially for linear, which is still strong in Hungary’.

Finally, Alenka Pangercic (Prontis, Slovenia) suggested moving the event to spring, avoiding the congestion of June. ‘It could prove more successful’ she opined, and defended the return of big formats: ‘Dancing with the Stars continues to deliver excellent results’.

Today, the event concludes and many executives will remain in meetings on the market floor of the InterContinental Hotel until the last minute. NATPE Budapest thus closes an edition that, although it had a slower pace, made it clear that CEE continues to be a key, creative and strategic region for the evolution of global content.

Francisco Ferreyra from Budapest

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