U.S. HISPANIC Versión en español
NATPE Global Strengthens Its International Focus
Maribel Ramos-Weiner| 20 de febrero de 2025
NATPE Global had 1,766 delegates, of these attendees, 750 registered as buyers
With Content Americas (January 20-23) and NATPE Global (February 5-7) now concluded, it is clear that the former has positioned itself as the must-attend event for the Latin American-focused industry, while NATPE Global has emerged as a more international market, attracting key players from the U.S., Canada, Europe, and Asia.
Many attendees were pleasantly surprised by NATPE Global’s level of activity compared to their initial expectations. While some acknowledged that Content Americas had a larger number of executives, this did not necessarily translate into more productive business meetings. Several participants, particularly those seeking to expand in the English-speaking market or looking for channel distributors, found valuable opportunities at NATPE Global.
For attendees, the networking opportunities and conference programs at both events were beneficial.
KEY TAKEAWAYS
Throughout NATPE Global, several recurring themes emerged in discussions and interviews: declining production budgets, YouTube’s growing dominance in households—solidifying its position as the leading platform for audiences—and the industry’s increasing need to engage with the creator economy.
Media strategist Evan Shapiro made a bold statement during his NATPE talk, declaring that “the streaming war is over, and Netflix has won.” He supported this claim with a chart showing Netflix valued at US$419 billion, while the combined worth of the five major media groups—Comcast, Disney, FOX, Paramount, and Warner Bros. Discovery—stood at US$391 billion.
COEXISTENCE OF TWO MARKETS
With two events occurring so close in time and in the same city, there is ongoing debate about whether this setup will remain viable in 2026. Some suggest that moving NATPE Global to April or another month could be beneficial. For executives based outside Miami, justifying an extended stay to attend both events is challenging. Content Americas has already confirmed its 2026 dates: January 20-22.
EXECUTIVE PERSPECTIVES
Karen Juliao, Senior Director of International Marketing, Caracol TV
“Our experience was positive, as we had the opportunity to meet new clients from the Anglo, Asian, and European markets while reconnecting with existing clients after the packed schedule at Content Americas. NATPE’s conference agenda was extensive, featuring high-level speakers. Having two consecutive markets in the same city is demanding in terms of cost and logistics, but it allows us to engage with two distinct audiences.”
Roxana Rotundo, CEO, VIP 2000 TV
“Content markets are about quality, not quantity. A crowded event does not necessarily translate into more business. It is up to the organizers to decide whether there is room for two markets.”
Liliam Hernández, Universal Cinergía Dubbing
“NATPE is a great opportunity to connect with major U.S. producers and distributors who do not attend Content Americas. However, the Latin market is no longer at NATPE; it’s at Content Americas, which we supported with our gala last year, and this year it was explosive. We will always support NATPE, but having two events just ten days apart is not feasible.”
Jorge Balleste, Independent Strategic Advisor
“NATPE is focused on the U.S. market and attracts all the major Hollywood studios, while Content Americas caters to Latin America. This separation of audiences has become clear over the past two years. If you are looking for Hispanic U.S., Mexican, or Latin American content, you need to attend both events. The coexistence of these markets is possible.”
Carlos Fernández, CEO, THEMA America
“Content Americas targets the Latin American market, while NATPE attracts more U.S.-based players, which aligns with our focus. However, the scheduling of both events so close together in the same city is logistically challenging, especially for Latin American attendees who would like to be at both.”
John Rossiter, EVP, Sony Pictures Entertainment, Latin America
“Content Americas is key for Latin America, while NATPE has a more domestic and international focus. Both are important for us, and Sony was present at both. This year, I was busier at both events than last year. I believe both markets can coexist, as attendance was strong at each.”
Deeny Kaplan, VP, The Kitchen
“NATPE has always been a U.S.-centric market, but it is not solely focused on the U.S. now. Content Americas is definitively Latin-focused. These markets serve different audiences and have both been excellent. The real challenge is the cost of attending multiple markets—whether in staffing, booths, or marketing. For locals, attending both makes sense, but for those who would need to stay in Miami for two to three weeks, it is less practical. With MIPTV no longer in April, perhaps NATPE should consider moving to that month.”
Guadalupe D’Agostino, Sales Manager, Miami Open Media & We Love Entertainment
“The two markets complemented each other well, as we met different clients at each. Content Americas attracted Latin American stations and Spanish-language platforms, while NATPE brought in more international companies, including interest from Japan and China. As we launch a FAST channel, we had great platform meetings at NATPE. The event’s organization, venue, and conference quality were excellent. Ideally, these two events could align within the same week.”
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