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Made in Spain: How the Country Became Key to Netflix’s International Strategy
“I couldn’t remotely imagine we could be where we are,” says Money Heist creator Álex Pina.
Four years before the world became obsessed with Hwang Dong-hyuk’s dystopian drama, Pina experienced the hitmaking power of Netflix’s global platform firsthand when La Casa de Papel, a heist thriller he created for Spanish linear TV network Antena 3, was added to the streamer. Like its predecessor, Berlin became a near-instant hit: As of Monday, the new show stands as the ninth-most-viewed non-English series ever, generating nearly 52 million global views during its first 38 days of release, according to Netflix’s self-reported public audience metrics. Talking by phone through a translator, the 56-year-old writer-producer discussed how the international TV industry was transformed almost overnight by streaming, why he’s not interested in doing an American version of Money Heist, and how Netflix’s investment in building production facilities in Spain has been paying off for creators like him.
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