The European connected-TV (CTV) landscape is bracing for a latest series of high-level industry discussions with the launch of “LIVE” by Rakuten TV Enterprise. The initiative, announced on March 12, 2026, aims to foster collaboration and dialogue among senior executives navigating the rapidly evolving worlds of streaming and advertising. The inaugural event is set to capture place in Madrid on March 17th, bringing together over 150 industry leaders from across the audiovisual and advertising sectors.
As streaming services proliferate and advertising models undergo significant transformation, the need for a dedicated forum for strategic discussion has become increasingly apparent. Rakuten TV Enterprise’s “LIVE” series seeks to fill this gap, providing a platform for key players – including representatives from platforms, broadcasters, production companies, media agencies, and studios – to exchange perspectives and anticipate future challenges. This launch underscores the growing importance of connected TV as a central component of the European media ecosystem, and Spain’s emerging role within it.
Rakuten TV Positions Spain as a CTV Hub
The decision to host the first “LIVE” event in Madrid is no accident. Rakuten TV, which operates in 43 territories, has strong ties to Spain, with its European headquarters located in Barcelona. The company aims to position Spain at the center of discussions surrounding the evolution of connected TV and advertising-led streaming models in Europe. This strategic focus reflects Spain’s growing digital infrastructure and its potential to become a leading market for CTV innovation. According to Spain’s Ministry for Digital Transformation and the Civil Service, the country is actively investing in its digital capabilities through initiatives like the Spain Audiovisual Hub Plan, designed to bolster the audiovisual sector.
Keynote Speakers and Industry Representation
The Madrid event will kick off with a keynote address from Cédric Dufour, CEO and president of Rakuten TV, who will address the development of the European CTV market and the increasing role of technological innovation in driving streaming expansion. Dufour emphasized the importance of collaboration, stating, “Connected TV is entering a new phase of maturity in Europe, as streaming models evolve and advertising becomes an increasingly central driver of growth. With LIVE, we want to create a space where the industry can approach together to exchange perspectives, anticipate change and build stronger collaboration across the ecosystem. Europe is a diverse and dynamic market, and dialogue between platforms, advertisers, media companies and technology partners is essential for unlocking the full potential of CTV.”
Beyond Dufour’s opening remarks, the event will feature insights from key public sector figures. Miguel López-Valverde, Regional Minister for Digitalisation of the Community of Madrid, will outline the regional government’s strategy for digital transformation and strengthening the audiovisual ecosystem. Carla Redondo Galbarriatu, Director General for the Regulation of Digitalisation and Audiovisual Communication Services at Spain’s Ministry for Digital Transformation and the Civil Service, will discuss the sector’s ongoing transformation in light of the Spain Audiovisual Hub Plan. Reyes Justribó Ferrer, director general of IAB Spain, will provide an industry perspective on the evolution of digital advertising and the growing relevance of connected TV within contemporary media-planning strategies.
The event is attracting a diverse range of attendees, including executives from prominent companies such as Paramount, Google, YouTube, Movistar Plus+, Warner Bros., BBC Studios, Filmax, Atresmedia, Mediaset, DAZN, Lactalis Group, Dentsu, Havas Media Network, OMD, Publicis, and WPP Media. This broad representation signals the widespread interest in addressing the challenges and opportunities presented by the evolving CTV landscape.
Establishing a CTV Advisory Board
Alongside the inaugural event, Rakuten TV Enterprise will host the first session of a newly created CTV advisory board. This international strategic forum will bring together senior representatives from across the European ecosystem to examine market trends, shifts in advertising models, and key challenges facing the sector. The board will convene twice annually, aiming to generate shared knowledge and support the sustainable development of connected TV in Europe.
The advisory board’s membership includes Daniel Knapp (IAB Europe), Emmanuel Crego (Groupe Values), Ana Cámara (WPP Media), Zach Belmont (Paramount), Gareth Vaughan Jones (Virgin Media O2), Maribel Vivancos (WPP Media Spain), Will Gough (Dentsu UK), Johan Holm (WPP Media), and Edouard Lauwick (Rakuten TV Enterprise). This diverse group of experts reflects the breadth of perspectives needed to navigate the complexities of the CTV market.
Expanding the “LIVE” Series Across Europe
Following its debut in Madrid, the “LIVE” series is scheduled to expand to other key European cities. A second event is planned for London on June 9, 2026, at The Shard. Further editions are also slated for Munich and Milan later in the year, solidifying Rakuten TV Enterprise’s commitment to fostering a pan-European dialogue on the future of connected TV. This expansion demonstrates a recognition that the challenges and opportunities within the CTV market are not confined to a single nation, but require a collaborative, continent-wide approach.
The launch of “LIVE” comes at a pivotal moment for the audiovisual market, which is undergoing significant change driven by the consolidation of streaming platforms and the transformation of advertising models. The series aims to provide a crucial space for high-level reflection and collaboration, enabling industry leaders to navigate these changes and unlock the full potential of connected TV in Europe.
The inaugural LIVE Madrid event will take place at 6 pm on Tuesday, March 17th, at the Mandarin Oriental Ritz Hotel in Madrid.
Looking ahead, the industry will be closely watching the outcomes of the CTV advisory board’s initial meetings and the insights shared at the subsequent “LIVE” events in London, Munich, and Milan. These gatherings promise to be critical in shaping the future of connected TV in Europe, fostering innovation, and driving sustainable growth within the sector.
What are your thoughts on the future of connected TV in Europe? Share your insights and join the conversation in the comments below.