Is CABSAT Becoming The IBC Of The Middle East?
Why this year’s event was different, and what it means for media, tech, and streaming in MENA.
My first article for Marconi was titled “Streaming in MENA is Heating Up”. And yes, it really is. Dubai just hit 50.4°C last Friday, breaking the May heat record from 2009.
But this week, I’m not talking about the weather. I want to talk about CABSAT, the big media tech event that just happened in Dubai. I’ve been to CABSAT more than 10 times, so I know it well. And this year, something felt different.
Let me explain why I asked the question: Is CABSAT the IBC of the Middle East?
IBC is one of the biggest global events in media tech. It started in London back in 1967, around the time colour TV was just starting in Europe, and later moved to Amsterdam in 1992. CABSAT launched the following year, in 1993, and has been located in Dubai ever since.
Last year, IBC welcomed about 45,000 visitors. This year, CABSAT, along with Integrate Middle East and SATExpo, brought in more than 32,000 people from over 120 countries.
Both events still keep names that reflect where they come from: broadcast, cable and satellite. But today, what everyone is really talking about is streaming.
They also face similar challenges. Some say big industry events like these don’t matter anymore. I don’t fully agree. I think the expectations are just different. It’s no longer about how many people attend. It’s about meeting the right people and having the right conversations.
Why CABSAT was different this year? Many things didn’t happen on stage, but around the event.
Why It Matters
Let’s take a step back. Why do we go to media industry events?
If you work in tech, you probably want to meet existing clients and find new ones. Maybe you invest in a booth. Maybe you walk around and network. Either way, the goal is the same: get noticed.
But here in the Middle East, business is not just about visibility. It’s about building trust. And that doesn’t happen in one meeting. It takes time. That’s why side events are so important, they create space for real conversations and stronger relationships.
CABSAT also did well with its official program. The main sessions focused on the right topics: AI, CTV, Ramadan originals, kids content, micro-dramas, etc. The panels featured strong speakers from tech companies, content providers, and local streamers.
One event I really liked was the Co-Production Salon. It brought together producers, platforms, and investors to talk about how to make content, not just distribute it.
I also went to the BroadcastPro ME Awards for the first time. It was well-organized and showcased some exciting products across streaming and production.
There was also the CTS Summit by Comcast Technology Solutions, the iQIYI launch party, the OSN and Magnite session on CTV advertising, a cocktail night by Eutelsat, a networking event from Business France, and the OTTRed boat party and afterparty.
I probably missed a few, but you get the idea: people enjoy connecting outside the formal setting of a conference hall. None of this existed a few years ago. And I think they’re a big reason why CABSAT is now attracting the global media tech community.
Still, there are ways to make the experience at CABSAT even better.
Let’s start with the location. Last year, I went to Expand North Star, a big startup and investor event at Dubai Harbour. The place was amazing. Imagine if CABSAT felt a bit more like Cannes Lions, with meetings outside, yachts in the background. It would make the experience more inspiring.
Now let’s talk about the panels. The format hasn’t really changed in years. It’s time to make them more interactive. We could use AI to record the sessions in real time, pull out key quotes from the speakers, show them on screen, and ask the audience to vote on the most interesting ideas.
Another idea? Content creation. CABSAT could set up small podcast booths for content creators. People could record episodes live from the event, interview streamers and tech companies, and share everything online right away. It would give the event more visibility, and help exhibitors get noticed.
And here’s one more thing: Live pitch sessions. What if tech companies had just a few minutes each to pitch their product or idea on stage, in front of a panel of local streamers? The streamers could give quick feedback, live, right after each pitch. It would be fun to watch and helpful for everyone.
Just a few ideas. I’m sure there are more.
What You Need To Do About It
If you work in media, whether in tech, advertising, or content, put CABSAT 2026 on your calendar. If you care about what’s happening in MENA, you should be there.
If you’re a tech provider, here’s my advice:
Join the side event movement. Host one, sponsor one, or simply show up and meet people.
Speak clearly. Make sure your message reaches more than just tech people.
Share real client stories. Use clear examples, and only with their permission ;)
And for all the streaming platforms out there: Don’t stay quiet. Streaming in MENA is moving fast. People want to hear your voice, understand your challenges, and learn from your experience.
One last thought: more and more thought leaders are creating their own side events during major shows.
Alan Wolk hosted the Connected TV Summit at MIPCOM last year and is hosting the Future of Streamonomics pre-game at the StreamTV Show.
Evan Shapiro is launching the Media Universe Summit at the StreamTV Show in Denver next month.
Marion Ranchet will host Streaming Made Easy Live just before IBC 2025 in Amsterdam.
Maybe it’s time we do something like that in MENA too ;)
Let’s see what the future brings. But one thing is clear, CABSAT is no longer just about the region. It’s becoming a key gathering for EMEAPAC, connecting Europe, the Middle East, Africa, and Asia-Pacific.
And it’s only getting started. See you next year in Dubai?
If you want to follow the evolution of the MENA streaming landscape, you can subscribe to The Streaming Lab newsletter, or reach out to me directly on LinkedIn
