Spanish streaming platform Movistar Plus has embarked on a significant strategic transformation under the leadership of CEO Alfonso Gómez Palacio. The company announced that it is realigning its organizational structure to accelerate growth, enhance its editorial capabilities, and cement its position as the business vertical at Telefónica’s B2C commercial strategy.
To drive this new phase, the platform’s editorial structure has been divided into two primary entertainment pillars: Content and Sports. Juan Andrés García Ropero, widely known in the industry as «Bropi», takes the helm of the Content division. Since joining the service in 2018, the exec has been instrumental in shaping the platform’s sports offering and will now oversee the overarching strategy and development of films, series, documentaries, and new original formats.
With the goal of maximizing original production and strengthening editorial capabilities, the Content division will operate through four specialized units. Bruna Hernando will lead Originals Movistar Plus, focusing on fiction and non-fiction series, while Guillermo Farré will be in charge of Spanish Cinema. Additionally, Iñigo Trojaola will direct Editorial Development and Acquisitions, and Hugo Tomás will head the Entertainment area. Simultaneously, Enric Rojas will continue to spearhead Business Management and Sports, a division that remains one of the platform’s most crucial differentiators and an essential part of the user experience.
This strategic pivot coincides with strong operational momentum. In the first quarter of 2026, Movistar Plus accelerated its year-on-year growth to 8.3 percent, adding 86,000 net customers to reach a total of 3.9 million paying subscribers. To sustain this upward trajectory in a highly competitive market, the platform is adapting its commercial approach with more flexible offerings. It recently rolled out a free plan that allows users to sample a curated selection of its catalog, acting as a gateway for future premium subscriptions. Furthermore, the company launched a new «Movies and Series» tier priced at 4.99 euros, specifically tailored for audiences seeking premium fiction without being tied to higher-priced sports broadcasts.
Despite this push to reach broader audiences through accessible entry points, management insists that the recognized Movistar Plus seal of quality remains intact. The ambition of this new organization is not to choose between quality and growth, but to demonstrate that volume expansion and creative ambition can reinforce each other. This commitment to high-end storytelling is currently reflected on the global stage at the Cannes Film Festival, where the platform boasts a strong presence in the Official Selection with three associated titles: the originals The Beloved by Rodrigo Sorogoyen and The Black Ball by Javier Ambrossi and Javier Calvo, alongside Pedro Almodóvar’s Bitter Christmas, a project featuring significant participation from the platform.
