14th HbbTV Symposium and Awards 2026
2026-11-18 - 2026-11-19 | Catalonia Barcelona Plaza Hotel, Barcelona, Spain, Pl. d’Espanya, 6-8, Sants-Montjuïc, 08014 Barcelona, Catalonia, 08014, Spain
The 14th HbbTV Symposium and Awards on 18-19 November 2026 in Barcelona, Spain, provides a unique platform to present and discuss the latest developments in the connected TV industry. The event takes place at the Catalonia Barcelona Plaza Hotel, a four-star hotel offering first-class conference and accommodation facilities, located at Plaza España, one of the epicentres of the Catalan capital.
The 2026 Symposium is hosted by the HbbTV Association and 3Cat, Catalonia’s public media corporation. With a track record of more than 40 years, 3Cat is an industry leader thanks to a crosscutting offering that integrates television, radio and digital content on the 3Cat platform.
The Symposium targets a wide-ranging audience, including platform operators, broadcasters, advertisers, adtech companies, standards bodies, regulators and technology vendors. A central theme at this year’s conference will be HbbTV’s role as a unifying framework in an increasingly fragmented connected TV (CTV) landscape, where broadcasters must navigate a multitude of operating systems and device environments.
The agenda will also explore how HbbTV-based audience measurement can enhance traditional panel systems by providing more granular, data-driven and even real-time insights, supporting broadcasters’ need for accurate and scalable analytics. Further sessions will highlight the latest developments in addressable advertising and examine HbbTV’s growing adoption in new markets, with the MENA region and Asian countries now embracing the open standard.
The programme will also feature sessions on accessibility, natural-language interfaces powered by AI, and the collaborative potential of HbbTV as a shared framework for broadcasters, technology providers, and manufacturers. Emerging audiovisual experiences will also be explored, including deep personalisation through AI, gaming on connected TV platforms, second screen and XR-enhanced content, and new forms of interactive viewer engagement.
The HbbTV Symposium and Awards 2026 continues the successful two-day format established in previous years. The first day will offer a traditional conference setting, featuring keynotes, presentations, panel discussions, and roundtables. Leading industry experts and executives will present, showcase, and discuss the latest developments, innovations, and use cases.
On the second day, the event will adopt an unconference format. Attendees will actively shape the agenda, proposing topics and leading breakout discussions in a collaborative and informal environment. This format enables open dialogue and creative exchange, providing a unique opportunity to explore real-world challenges and share practical solutions, whether technical or business related.
A highlight of the event will be the prestigious HbbTV Awards ceremony, taking place in the evening of the first day. Celebrating excellence within the HbbTV community, the awards recognise outstanding innovations, services, and contributions. The ceremony will be held in a stylish and festive setting that encourages networking, collaboration, and a shared celebration of industry achievements.
