When Diego Ávalos took on the role of Vice President of Original Content at Netflix in Spain and Nordics, he had a vision that went beyond just creating shows. He aimed to revolutionize the storytelling landscape in Europe, leveraging the rich cultural tapestry and diverse talent the continent had to offer.
His strategic decision to establish Madrid as the heart of Netflix’s European production hub was central to this vision. This choice has proven to be a masterstroke, enabling Netflix to produce content that resonates locally while captivating audiences globally.
Strategic Location and Cultural Nexus
Diego Ávalos chose Madrid after a thorough analysis of various factors, including its picturesque streets and historic allure, and its unique position as a cultural nexus. Madrid bridges Latin America and Europe, offering a blend of cultural influences that enrich storytelling. This strategic location allows Netflix to tap into a vast pool of Spanish-speaking talent while drawing from the rich storytelling traditions of both continents.
“One of the reasons we chose Madrid is its connection to Latin America from a language perspective and to Europe from a cultural perspective,” Ávalos explains. This dual influence creates a fertile ground for diverse and authentic storytelling. By situating the hub in Madrid, Netflix has positioned itself to produce content deeply rooted in local cultures while appealing to global audiences.
Leveraging Local Talent and Expertise
Ávalos’ strategy also focuses on leveraging local talent and expertise. Spain has a long history of storytelling, with a wealth of creative talent in both traditional and contemporary media. By establishing Madrid as the production hub, Netflix can harness this talent, allowing Spanish creators to showcase their work globally.
The success of series like “Las chicas del cable” (Cable Girls), and “La Casa de Papel” (Money Heist) exemplifies this approach. “Las chicas del cable,” Netflix’s first Spanish original series, became a hit in Spain and worldwide. This success, a testament to the rich storytelling traditions of Spain, paved the way for “La Casa de Papel,” which transformed from a local favorite into a global phenomenon. The series captivated audiences with its gripping plot and rich character development, showcasing the power of Spanish storytelling.
In addition to established creators, Ávalos is committed to nurturing new voices. “We’ve been able to find amazing creators, everything from very established directors to brand new voices entering the audiovisual market,” Ávalos notes. This inclusive approach has led to a diverse range of content reflecting European societies’ multifaceted nature.
Successful Productions and Global Appeal
The strategic decision to use Madrid as a production hub has also facilitated successful multinational productions, made possible by Netflix’s cutting-edge technology. One notable example is “Criminal,” a series that explores crime and interrogation across different countries. The show features versions set in Germany, France, the UK, and Spain, each directed by local talent but filmed in Madrid. This innovative approach not only underscores the technical capabilities of Spanish crews but also highlights European cultural diversity.
“Criminal” demonstrates how a single concept can be adapted to reflect the unique cultural contexts of different countries, creating universally appealing stories. This production method allows Netflix to cater to local tastes while maintaining a cohesive, high-quality standard across various markets.
Ávalos’ commitment to diversity and representation is another cornerstone of his strategy. Initiatives like the female director shadow program and a focus on gender diversity in productions ensure that Netflix’s content reflects the real world. For instance, the output of “Valeria,” a modern rom-com based in Madrid, saw 57% of department heads and 50% of the crew female. This emphasis on inclusivity enriches the storytelling process and sets a new standard in the industry, making everyone feel included and valued.
A Vibrant Creative Ecosystem
By establishing Madrid as the European production hub, Diego Ávalos has not only fostered a vibrant creative ecosystem but also significantly contributed to the local economy. The city’s rich cultural heritage and strategic location provide an ideal backdrop for Netflix’s ambitious projects, creating jobs and stimulating growth in the region.
The success of this strategy is evident in the growing portfolio of original content that resonates with audiences worldwide. From the streets of Madrid to the screens of viewers in Tokyo, Istanbul, and beyond, the stories crafted under Ávalos’ guidance transcend borders and languages, connecting a global audience through the universal language of cinema.
Ávalos’ vision for Netflix’s European hub is not just about producing content; it’s about creating a platform where local stories can thrive and reach a global audience. His approach emphasizes the importance of authenticity, diversity, and representation, ensuring that Netflix continues leading the way in the entertainment world.
As Netflix continues to expand its footprint in Europe, the foundation laid by Diego Ávalos in Madrid will undoubtedly play a pivotal role. His strategy of leveraging local talent, embracing cultural diversity, and creating globally appealing stories has set a benchmark for the industry. With Madrid at its heart, Netflix is well-positioned to continue its storytelling innovation journey, connecting audiences worldwide through the universal language of cinema.