YouTube’s Fede Goldenberg opens NATPE Budapest
He emphasized the platform’s increasing role in premium content distribution, particularly via Connected TV (CTV).
The 2025 edition of NATPE Budapest International kicked off with a compelling keynote from YouTube’s Global Head of TV & Film AVOD Partnerships, Fede Goldenberg, setting the tone for an event centred on innovation and transformation in the global content marketplace.
In a session titled “Like & Subscribe: How to Tap into the YouTube Universe,”
Goldenberg captivated attendees with an in-depth look at how content creators, media houses, and entertainment companies can maximize the world’s largest video platform for audience growth and monetization.
Drawing on YouTube’s deep analytics and industry insights, he emphasized the platform’s increasing role in premium content distribution, particularly via Connected TV (CTV).
Goldenberg revealed a striking statistic: over 50% of YouTube viewership on CTV is driven by videos longer than 21 minutes, underlining a shift from short-form to long-form engagement.
“Long-form content is not only thriving on YouTube—it’s also proving to be more lucrative,” he said, urging producers to rethink how they package and deliver content for digital-first audiences.
The keynote also explored the expanding ecosystem of YouTube as both a launching pad and a long-term home for intellectual property (IP).
From documentaries and scripted series to educational programming and lifestyle channels, Goldenberg argued that YouTube is now a fully-fledged storytelling platform.
"We’re not just a video site anymore—we’re a global stage for IP discovery," he said.
Goldenberg’s address kicked off a lineup of thought leadership sessions at NATPE Budapest that includes top executives from Roku, Banijay, Fremantle, and Warner Bros. Discovery.
The theme throughout the conference is clear: as viewing habits evolve, so must the industry’s strategies for reaching audiences and building sustainable revenue streams.
With hundreds of buyers and sellers from across Central and Eastern Europe in attendance, NATPE Budapest 2025 is poised to spark new partnerships and bold strategies for the streaming age, beginning with the platform that continues to redefine global video: YouTube.