TechNetflix Unveils the Secrets Behind the Success of Spanish Productions and Why...

Netflix Unveils the Secrets Behind the Success of Spanish Productions and Why Tailored Marketing Strategies are Key

Netflix’s Interest in Spanish Productions: A New Perspective

The recent Oscar winners unveiled in Hollywood have not only surprised many but also highlighted the success of filmmakers who believed in projects like “The Society of Snow.” Although the film did not win, its nomination made it a favorite among millions worldwide.

Diego Ávalos, Netflix’s Vice President of Content for Spain and Portugal, shared with Digiday why the company is increasingly investing in such projects, including the film that depicts the 1972 Andes plane crash, with an estimated cost of $65 million.

“Every detail was crucial to bring this spectacular project to life, and that is why we supported it,” says Ávalos, emphasizing that the film had the “collaboration of survivors of the accident and the families of those who never returned from the mountain.” Filmed entirely in Spanish, it also featured “Spanish, Uruguayan, Argentine, and Chilean talent to bring this story to life as it deserved to be told in its original language,” he explains.

Indeed, Spanish productions have offered Netflix the opportunity to once again become one of the favorite streaming platforms, with over 260 million subscribers according to their latest audience report.

Carlos Anton, EGEDA’s Business Director, a multinational that manages the rights of audiovisual producers and promotes initiatives of Hispanic creatives, considers that “our way of telling stories has a place in the global market.” Therefore, they bring Ibero-American projects to the US market, knowing that it is a great gateway to distribute their content.

From his office in northern Madrid, Ávalos echoes the globalization of Spanish content, explaining to Digiday how Netflix dominates views with Iberian fiction since “Money Heist,” detailing why the streaming giant invested in a 22,000 square meter production hub, creating thousands of jobs in Spain.

This interview has been slightly condensed for clarity.

What has been Netflix’s global push strategy for content produced in Spain? And how has “Money Heist” paved the way for marketing and demand for its productions?

Our commitment and investment in Spanish entertainment are solid, as Spain is a fundamental pillar for the company. Our goal, as worldwide, is to tell authentic stories to a local audience, and we are proud to work with Spanish creators who make those stories possible and transcend borders.

The Top 10 list on Netflix confirms the prominence of Spanish fiction in the world.

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