StreamTV Europe

From April 13–15, 2026, RTL AdAlliance will join Europe’s newest and most ambitious streaming event, StreamTV Europe, hosted at the EPIC SANA Lisboa in Lisbon. This three‑day gathering brings together over 1,000 leaders, 100+ speakers, and 65+ sponsors from across content, advertising, technology, and distribution to debate what’s next for the streaming economy

Welcome to the 5th edition of RTL AdAlliance’s flagship research on video consumption across the globe. Viewer behaviour continues to transform at incredible speed, and the living room has become a dynamic crossroads where streaming, broadcast, CTV, gaming, apps, and smart devices constantly overlap. As boundaries blur, it’s tempting to simplify everything under one big “CTV” label — but is that still accurate, or even useful?

This year, we take another major step forward. After expanding into Austria, Switzerland, and Poland last year to reach 14 European markets, we are now including Hungary and China — a strategic market and a cultural powerhouse shaping the future of global video. This addition gives us a broader comparative view than ever before, highlighting how diverse viewing habits, platform ecosystems, and device adoption really are across continents.

2026 is the year we embrace a truly global perspective. What happens in the living room no longer stops at national borders — it’s a worldwide conversation driven by technology, culture, and new expectations of the TV experience.