Netflix has experienced a significant increase in the production of original content in Europe in recent years, with a particular focus on Spain, which has established itself as one of its main production centers. Under the leadership of Larry Tanz, Netflix’s VP of content for EMEA, the platform has emphasized the importance of producing both original content and acquiring third-party titles. This is due to its strategy of offering the best movies and series to its members, which includes local titles that resonate deeply with European audiences.
Production growth in Europe: Netflix has invested significantly in European productions, making the continent a content hub in both series and movies. In 2024, the platform highlighted that the top ten most watched non-English language movies on the platform globally come from Europe, with Norway’s Troll being the most popular. Netflix’s drive to support the European film industry is evident at its Tres Cantos production center in Madrid, where major titles such as La Casa de Papel, Élite and La Sociedad de la nieve have been produced. This center is celebrating its fifth anniversary and remains key to Netflix’s strategy of strengthening local production in Europe.
The platform has collaborated with 60 production companies in Spain and has filmed in almost every region of the country, which not only diversifies its content, but also strengthens the link between local creators and international audiences. Likewise, in the first quarter of 2024, Spain ranked as the second European country in Netflix original content orders, behind only the United Kingdom. In total, content orders in Western Europe almost reached parity with those in North America, underscoring the strategic importance of the region.
Investment strategy: Globally, Netflix has earmarked much of its $17 billion budget in 2024 for original content creation. While the platform has acquired major licenses for iconic shows such as Grey’s Anatomy and Seinfeld, its primary focus remains on producing exclusive content that connects with its subscribers. The company has demonstrated that, in order to maintain its leadership in the streaming industry, it needs to balance between major productions and local content that reflects the cultural narratives of each country.
This investment in original productions is aligned with the growing demand for local content in international markets, driven by the saturation of the North American market and the need to expand to new audiences. Europe has become fertile ground for this strategy, where Netflix continues to bet on productions such as The Platform in Spain and Il Treno Dei Bambini in Italy, which have the potential to resonate both locally and internationally.
News and growth opportunities: Despite the focus on original content, Netflix has continued to explore new ways to attract and retain users. In 2024, the company announced that it was considering launching an ad-free plan in European and Asian countries, a move designed to expand its user base in markets where free-to-air television remains dominant. This strategy has already been tested in Kenya and Vietnam, although those plans have been discontinued. While the company has not yet confirmed these developments, the initiative could represent a major shift in the way Netflix approaches its global audience growth.
In addition to this expansion strategy, Netflix also continues to explore new ways to diversify its offerings, with the acquisition of more licensed content and deals with major movie studios. This is in addition to its focus on creating content that can generate both local and global impact, as seen in recent hits from countries such as Spain, South Korea and India.
Netflix has consolidated its presence in Europe by investing heavily in original content and acquiring strategic licenses. The company continues to prioritize local and global productions that resonate with its subscribers. The focus on Spain and other European countries is key to its strategy to maintain leadership in the streaming market, while exploring new ways to attract audiences with innovative options such as ad-free plans. With a strong production base and a diversified strategy, Netflix is well positioned to continue its growth in Europe and other international markets in the coming years.
