The first edition of Content Europe 2026 draws to a close today in Lisbon with a shared sense that, amidst a challenging climate, the industry is beginning to find new ways forward. Far removed from the dynamics of the major markets, the event struck a tone from the outset where the scale is smaller but the quality of the meetings seems to make all the difference.

With around 800 accredited executives, according to front desk figures, the event quickly established itself as a new fixture on the European calendar. Many attendees agreed that the presence of genuine decision-makers stood out, something that does not always happen at larger gatherings. Comparisons with the early days of MIPCancún or with more recent markets were a constant theme in the corridors of the Lisbon Marriott Hotel.

Yesterday’s proceedings made clear what the central concerns of the industry are today. One of the most frequently mentioned themes was the creation of global formats capable of travelling from market to market without losing their identity. In this vein, the keynote on "The Traitors" offered a concrete look at how to adapt an international brand to different cultures, budgets and production realities without diluting its essence.

At the same time, several sessions delved into the ‘engineering’ behind deals: from project development and packaging to rights negotiation. The message was clear: success no longer depends solely on a good idea, but on its commercial structure and its ability to scale internationally.

The role of broadcasters also took centre stage. In the panel on content strategies featuring NRK, SIC and Mediaset, executives agreed that today’s ideas must be clear, visually distinctive and, above all, sustainable over time. Vanessa Tierno, from SIC Portugal, highlighted the need for concepts that can be understood in seconds, whilst Fabrizio Battocchio from Mediaset Italia emphasised the value of major live shows as events capable of drawing massive audiences. In a saturated market, the key seems to lie in turning every project into a lasting brand.

Another major trend was the integration of artificial intelligence at every stage of the process. From development to performance analysis, AI emerges as an ally for optimising resources in a climate of increasingly tight budgets, without compromising on creativity.

Children’s content, meanwhile, established itself as a complex yet strategic sector. With fewer greenlights and shifts in viewing habits, industry players agreed on the need to focus on international co-productions and projects capable of standing out in an increasingly competitive landscape.

In terms of financing, the market adopted a more conservative approach. Projects with strong intellectual property, franchise potential and the ability to generate global buzz are gaining ground. In this context, territories such as Portugal are seeking to position themselves as attractive partners. During the event, Minister Margarida Balseiro Lopes presented SCRI.PT, a €350 million fund aimed at boosting the audiovisual sector and attracting international productions, one of the most talked-about stories of the week.

The networking atmosphere also played a significant role, with events such as the Unifrance cocktail reception at the French embassy, the Portugal Film Commission, and the gathering of German executives alongside DW, which reinforced the market’s focus on building relationships.

Among the testimonials, Makito Sugiyama, executive director at BEAJ (Japan), highlighted the Japanese delegation’s satisfaction with the number of meetings and the value of face-to-face interaction. Renzo Tamariz, business development manager at Minuto 90 Films (Spain), noted the interest in exploring new buyers in areas such as sports documentaries and music content, against a backdrop of growing revenue-share models. Carina Bordewich, acquisition executive at NRK (Norway), highlighted the relaxed atmosphere and the ease of connecting with distributors.

Beyond the figures, Content Europe leaves one certainty: in a year of adjustment, the industry chose to move forward. And it did so by filling a gap in the calendar (following the end of MIPTV) with an offering that combines the right scale, a focus on business and a renewed willingness to adapt.

Francisco Ferreyra, from Lisbon

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