Netflix Ups the Ante on Investment, Ambition
Netflix is pulling out all the stops to celebrate its 10th anniversary in Spain. The streaming giant has announced a massive investment of over €1 billion ($1.14 billion) in the country over the next few years, solidifying its commitment to the Spanish market. This investment is part of Netflix’s broader strategy to increase its production values and create high-quality content for its subscribers.
To mark this milestone, Netflix threw a lavish party in central Madrid, shutting down a major thoroughfare to host a star-studded event. The carpet was rolled out for Netflix Spain creatives and stars, including actors from popular shows like “Money Heist” and “Elite.” The celebration was a testament to Netflix’s success in Spain and its dedication to the local entertainment industry.
One of the highlights of the event was the announcement of a new series, “Billionaires’ Bunker,” created by the masterminds behind “Money Heist.” This ambitious project is set to premiere on Netflix on September 19 and promises to push the boundaries of Spanish television with its innovative storytelling and high production values.
In addition to “Billionaires’ Bunker,” Netflix is also gearing up for the release of “She Walks In Darkness,” a major film project that is expected to be Spain’s entry for the 2026 Oscars. With acclaimed producers like J.A. Bayona and Sandra Hermida on board, Netflix is aiming for international recognition and critical acclaim with this upcoming release.
Netflix’s success in Spain can be attributed to its focus on producing top-notch content that resonates with audiences both at home and abroad. The streaming service has seen tremendous growth in the country, with several Spanish titles ranking among its most-watched shows and movies. From the success of “Money Heist” to the popularity of films like “Society of the Snow” and “The Platform,” Netflix has proven that Spanish content can captivate global audiences.
As Netflix continues to invest in Spain and collaborate with local producers, the future looks bright for the streaming giant in the country. With a strong lineup of upcoming projects and a track record of success, Netflix is poised to solidify its position as a leading player in the Spanish entertainment industry. ft.) of sets, including a recreation of the interior of the International Space Station. It was filmed in Madrid, Scotland, and the Atacama Desert in Chile. The miniseries included 800 VFX shots, 60% of them in the final episode alone.
Looking Ahead
As Netflix continues to expand its global reach and production capabilities, the success of “Money Heist” has shown the value of investing in local content. By creating authentic stories that resonate with local audiences, Netflix has been able to connect on a global scale. The success of Spanish-language series like “Money Heist” has paved the way for more diverse and innovative storytelling from around the world. With a growing number of original productions in multiple languages, Netflix is poised to continue leading the way in global entertainment.
The massive sets and advanced technology used in Netflix productions in Spain are a testament to the streaming giant’s commitment to storytelling and innovation. With sets spanning over 700 square meters and intricate details in every set piece, the production value is evident in every frame. The use of a 30 x 6 meter virtual screen and an 8 x 4 meters ceiling screen adds a new dimension to the storytelling, allowing for immersive experiences for viewers.
Diego Ávalos, Netflix VP of Originals for Spain, Portugal, and Turkey, emphasizes the importance of diversity in storytelling, catering to a wide range of audiences. From thrillers to comedies, true crime dramas to medical dramas, Netflix has expanded its offerings to include a variety of genres and formats. The platform has also embraced limited series, bringing unique and compelling stories to audiences worldwide.
In addition to diversifying its content, Netflix has also focused on local storytelling, showcasing the rich cultural and regional diversity of Spain. By tapping into local talent and production houses, the streaming service has been able to create authentic and compelling stories that resonate with audiences. The use of different settings, from the Canary Islands to the Basque Country, adds depth and richness to the narratives, highlighting the unique landscapes and cultures of each region.
The investment in high-tech production methods, such as HDR, Atmos Dolby, and virtual production, has set Netflix apart as a leader in the industry. By pushing the boundaries of technology and innovation, Netflix has raised the bar for quality and production values in Spanish series. The use of advanced post-production workflows and virtual sound further enhances the viewing experience, creating a more immersive and engaging storytelling experience for audiences.
Overall, Netflix’s commitment to diversity, local storytelling, and technological innovation has not only led to commercial success but has also had a significant impact on the Spanish entertainment industry. By supporting local talent and pushing the boundaries of storytelling, Netflix has become a catalyst for change, shaping the future of television production in Spain and beyond.
From the bustling streets of Seville to the captivating storytelling of Madrid, the non-English language markets have been paving the way for a new era of unique storytelling. The technical challenges that once hindered the creation of immersive narratives are now being tackled head-on by individuals who have always had to make every penny count.
One such individual leading the charge is Álex Pina, the co-creator of the hit series “Money Heist.” In a recent interview with Variety, Pina expressed his awe at the opportunities that platforms like Netflix have opened up for creators. He spoke of grand visions coming to life, such as projecting the Guadalquivir River on a 30-meter screen and creating elaborate sets that transport viewers to different worlds.
The future of storytelling holds even greater promise, with Netflix Spain’s Head of Originals, Francisco Ramos Ávalos, aiming to bring on new voices and producers. The goal is to continue pushing boundaries and creating content that resonates with audiences on a global scale. The focus remains on accessing incredible storytelling and potentially bringing an Oscar home to Spain, a feat that could unify the country like never before.
As Netflix continues to revolutionize the global perception of Spanish content, it has also created a new star system that is propelling Spanish talent onto the world stage. Shows like “Money Heist” and “Elite” have introduced a new generation of stars, both locally and internationally. The likes of Úrsula Corberó and Pedro Alonso have seen their careers skyrocket thanks to the exposure provided by Netflix.
Corberó, who stars as Tokyo in “Money Heist,” reflects on how Netflix has transformed her life and career, opening doors to audiences around the world. Similarly, Alonso acknowledges the shift in perception within the industry, with Spanish talent now seen as formidable competitors on a global scale. The newfound fame and recognition have propelled these actors into a league of their own, where they continue to adapt to the demands of their newfound stardom.
In conclusion, the rise of non-English language markets and the efforts of individuals who have had to overcome financial constraints to bring their stories to life are reshaping the landscape of storytelling. With platforms like Netflix leading the charge, the future of content creation looks brighter than ever, with a focus on diversity, innovation, and the power of storytelling to transcend boundaries. Now, with streaming platforms like Netflix, it doesn’t matter what language you’re shooting in. If your story is good, if you have a good script, good actors, good direction, good photography, a good story, it doesn’t matter what language you’re speaking,” says Pedro Alonso, known for his role as Berlin in “Money Heist.” Spanish-language content has found a global audience on Netflix, breaking barriers and reaching viewers worldwide. This has opened up a world of opportunities for Spanish creators to showcase their talent and creativity on a global scale. The platform has truly been a game-changer for the Spanish entertainment industry, providing a platform for diverse stories and voices to be heard.
Netflix has not only provided a platform for Spanish content to reach a global audience, but it has also revolutionized the way stories are told. With shorter episode lengths and a focus on diverse storytelling, Netflix has allowed Spanish creators to explore new territories and push boundaries in their work. This has led to a creative revolution in Spanish television and film, with creators experimenting with different genres, styles, and narratives.
Furthermore, Netflix has not just been a source of funding for Spanish productions, but a true partner in the creative process. The platform has provided support, expertise, and guidance at every stage of production, helping Spanish creators bring their vision to life. This level of collaboration has led to the creation of high-quality content that resonates with audiences both in Spain and around the world.
Overall, Netflix has been a driving force behind the growth and success of Spanish-language content, providing a platform for diverse stories, voices, and talent to shine. The platform has not only transformed the Spanish entertainment industry but has also had a significant impact on the global landscape, showcasing the richness and diversity of Spanish storytelling to audiences worldwide. With Netflix’s continued support and investment in Spanish content, the future looks bright for Spanish creators and their work on the global stage. Since Netflix’s expansion into the global market, it has had a profound impact on the entertainment industry, particularly in countries like Spain and South Korea. According to Omdia’s María Rua Aguete, Korean and Spanish-language content continue to dominate as the second and third most-watched languages on Netflix globally, with Korean content scoring 8.19 billion viewing hours in the first half of 2024, and Spanish-language content following closely behind with 6.69 billion viewing hours. Additionally, Japanese content, driven largely by anime, has experienced rapid growth over the past two years, signaling its rising influence among global audiences.
Javier Tomás, from Komodo (“I Am Georgina”), highlights how Netflix has revolutionized the industry, allowing individuals to work on projects from anywhere in the world. In regions like Galicia, Spain, Netflix has made it easier for filmmakers to have successful careers in film and TV without having to relocate to major entertainment hubs like Madrid. This has not only boosted economic and financial stability for companies like Komodo but has also increased their capacity to produce quality content.
The timeline of Netflix’s expansion into non-English language productions further illustrates the impact it has had on regional industries. Starting in 2014, Netflix began licensing Spanish series for Latin America and the U.S., recognizing the potential for international success. This belief in the global market potential of Spanish series has remained to this day, with Netflix aiming to ground its series in local cultures while appealing to international audiences.
Key moments in Netflix’s history, such as the launch of Mexican soccer dramedy “Club of Crows” in 2015 and the release of the Brazilian thriller “3%” in 2016, marked significant milestones in the streaming giant’s commitment to non-English language content. The success of Spanish originals like “Cable Girls” and the global phenomenon “Money Heist” further solidified Netflix’s reputation as a platform for diverse and culturally rich storytelling.
Overall, Netflix’s impact on regional industries and its dedication to showcasing non-English language content have reshaped the entertainment landscape, providing opportunities for filmmakers and creators from around the world to share their stories with a global audience. The success of the hit Spanish series “Money Heist” has not only captivated audiences worldwide but has also sparked a surge of interest in Spanish-language content on streaming platforms. Reed Hastings, the co-CEO of Netflix, acknowledged that “Money Heist” played a pivotal role in galvanizing interest in Spanish series.
In April 2018, Hastings emphasized Netflix’s shift towards becoming a great local producer and collaborating with local producers rather than solely focusing on Hollywood productions. This shift was further solidified in July 2018 when Netflix announced plans to launch its first European Production Hub in Madrid, specifically targeting Spanish-language original content.
The momentum continued in October 2018 with the release of “Elite,” which quickly became one of Netflix’s most popular non-English shows, leading to a renewal for a second season. This success was followed by the appointment of Bela Bajaria as head of original series in Latin America, EMEA, and India in March 2019.
Diego Ávalos also relocated from Los Angeles to Madrid in March 2019 to lead Netflix’s Spanish office as the director of original content for Spain and Portugal. The same month, Netflix released Oriol Paulo’s parallel universe mystery drama “Mirage,” which garnered broad viewership worldwide.
Netflix further solidified its commitment to original content in Spain with the opening of its Madrid Production Hub in April 2019. The Hub hosted productions such as “Money Heist” Part 3, signaling Netflix’s strategic investment in Spanish productions.
The success of “Money Heist” Part 3, which received a sneak peek screening in Madrid in July 2019, further demonstrated Netflix’s growing influence in Spain. This was followed by the release of Sergio Pablos’ “Klaus” in November 2019, Netflix’s first original feature-length animated film to receive an Academy Award nomination.
As Netflix continued to expand its international reach, it established a long-term strategic partnership with CJ ENM’s Studio Dragon in November 2019, signaling a significant investment in original content in Korea. This move positioned Korea as a major production hub for Netflix, rivaling Spain in non-English language productions.
In September 2019, Netflix acquired Galder Gaztelu-Urrutia’s “The Platform,” a thought-provoking sci-fi thriller that resonated with viewers globally. The film quickly climbed the ranks of Netflix’s non-English film hits, showcasing the platform’s commitment to diverse and compelling storytelling.
Throughout 2020, Netflix remained dedicated to supporting the creative community in Spain, particularly during the COVID-19 pandemic. Initiatives such as the Netflix Fund for Creative Equity and partnerships with organizations like Cima Impulsa aimed to promote diversity and empower underrepresented voices in the industry.
The release of the final season of “Cable Girls” in July 2020 marked a milestone for Spanish series on Netflix, highlighting the evolution of Spanish content on the platform. With a growing portfolio of successful Spanish productions and a commitment to fostering diversity and inclusivity, Netflix continues to shape the landscape of international streaming content. Bayona announce their new project, a collaboration with Netflix titled “The Last Voyage.” The film will be a historical drama set in the 16th century, following the journey of a group of explorers as they search for a new route to the East Indies. With a budget of $150 million, “The Last Voyage” is set to be one of the most ambitious projects ever undertaken by the Spanish film industry.
Filming for “The Last Voyage” will take place in various locations across Spain, as well as in Portugal and Morocco. The production team is excited to continue pushing the boundaries of Spanish filmmaking and storytelling, following in the footsteps of successful series like “Money Heist” and “Elite.”
Netflix’s continued investment in Spanish content has opened up new opportunities for filmmakers and producers in the country. With the success of recent projects like “Society of the Snow” and “Burning Body,” Spanish creators are finding a global audience for their work like never before.
As Netflix expands its reach in Spain, more diverse and innovative projects are sure to follow. The streaming service’s commitment to supporting local talent and stories is a boon for the Spanish entertainment industry, and audiences around the world are eagerly anticipating what comes next. Bayona, the production company behind the successful film “Society of the Snow,” is now working on their new project titled “She Walks in Darkness” (“Un fantasma en la batalla”). The film marks the comeback of writer-director Agustín Díaz Yanes, who previously won a Best Picture Goya for “Nobody Will Speak of Us When We’re Dead.”
“She Walks in Darkness” tells the story of Amaia, a young civil guard who works as an undercover agent in the Basque separatist group ETA for over a decade. It is a suspense thriller that delves into the lives that could have been but never were for its characters, according to Díaz Yanes.
In a recent development, a first on-set photo from the film has been released, giving fans a glimpse into the world of “She Walks in Darkness.” The photo captures the intensity and drama that viewers can expect from the movie.
In other news, Spanish public broadcaster RTVE has partnered with Netflix, Bambú Productions, and France’s StudioCanal to produce “Valle Salvaje,” the first daily soap/telenovela for Netflix. The series will air in Spain and all Spanish-speaking territories in Latin America, offering viewers the flexibility to watch it on either RTVE or Netflix.
On a different note, Netflix has announced “El Problem Final,” a period mystery thriller directed by Felix Viscarret and produced by MOD Producciones. The film, shot in Lloret del Mar on Spain’s Costa Brava, is based on the novel of the same name by Arturo Perez Reverte and promises to be a sophisticated adaptation.
As the Spanish film industry continues to thrive, with new and exciting projects in the pipeline, audiences can look forward to a diverse range of content that showcases the talent and creativity of Spanish filmmakers. Stay tuned for more updates on these upcoming projects and the latest developments in the world of Spanish cinema.
