“Many people come to the office and ask: what about these new posters?” I wanted to create a little human contact, ”explains Daniel Domenjó, the new CEO of Movistar Plus +, the biggest national streaming / streaming service in Spain, explains an interview with an interview with an interview with VarietyHis first after being appointed Movistar Plus + CEO in March.
No one could accuse Domenjó of the lack of human contact.
Affable, kind, he speaks quickly in Spanish and is courtesy, asking him if he should speak more slowly. He explains why he is hung in his office in Tres Cantos, a car in a 25-minute car north of Madrid, a poster of “No Téméis Ni **** Idea”, a very personal organic mini-social doc on Luis Enrique, the manager drives, frank and tragedy of the tragedy of the Paris Soccer Club Psg. It is “a declaration of principle, daring, imperturbable, disruptive”, he enthuses.
Domenjó is also open and willing to speak at length about his strategic vision for Movistar Plus +.
Netflix is very active in Spain and has taken Spanish programs and films to the world. The country has ambitious and global production powers such as the Mediapro studio. That said, which Domenjó does with Movistar Plus + is vital for the Spanish television and cinema industry. His intentions are clear, however, and rely on his own history.
During a 23 -year career, he did everything: as a host in the magazine of current affairs, moderating several televised debates, carried out in -depth television interviews and producing documentaries with international sale (“chased”, “saved”).
His most recent experience, however, was the management of companies, as an executive director of Indie Mediacrest booming (2019-23) and launched satisfaction Iberia (2023-2025), and making television tubes such as “The Floor” (Antena 3, TVE), “El Cazador” (a daily program that has run over five years) and ” TVE “, Claa’s first fictitium), Claa’s first fictitiousness), the first clara project project), Laia” by Laia “, the first media fictitium”.
Widen Movistar Plus
It is therefore not surprising that Domenjó brings to Movistar Plus + is a business vision of his path, with practical involvement in individual programs and films.
Under Domenjó, Movistar Plus + does not seek to destroy what he achieved under the fictional head Domingo Corral, the CEO Cristina Burzako and President Sergio Oslé, who has managed the company since he started publishing an ambitious cinematographic value, the 2017 Premium series, like the “Riot Chace” of Rodrigo Sorogo
What he aims to do is expand his compass, and not to abandon his authorist flair, but at the same time extending in more traditional and younger demos and entertainment, aimed at capitalizing on the relations, muscles and the mark of the talents of the company.
“Movistar Plus + has its own brand of premium products marked and consolidated.
Growth can reduce several ways, such as “opening in formats and genres such as entertainment, where we are not at the moment,” explains Domenjó. Entertainment could be “above all”, reality TV shows, a “fiction hybrid / doc, say, where we can remain faithful to our brand but innovate”.
“We disclose the idea with the unicenized division of Movistar Plus +, led by Hugo de Tomás, with Telefónica Global Solutions (TGS), associated with Movistar Plus, and each producer of Spain, with whom we can co-develop,” he adds. Movistar Plus currently develops two ideas for entertainment shows, one of a reality of Doc, ”notes Domenjó.
Currently adult bia lines in subscribers, Movistar Plus + also aims to distort younger and larger public on certain shows. Domenjó quotes as a dominant movement under the previous direction, “Caza. Irati ”, a Banijay pick-up, produced by its DLO Productciones, and one of the highlights of the fiction of the Spanish television forum in June, which struck a trailer. The anchor diffuser on Seasons 1-3 was the Spanish public broadcaster RTVE. Now supported by Movistar Plus +, “Irati” has a much larger budget.
Expansion of production partnerships
Another strategic push seems to be in production partnerships. A very likely point of San Sebastián is Movistar Plus + “Anatomy of at Moment”, written by Alberto Rodríguez, Rafael Cobos and Fran Araujo, directed by Rodríguez and produced by Movistar Plus + and Arte France.
A portrait of the deeply human motivations of the three key figures that fought on democracy for Spain, the four-part mini-series is produced with DLO Productcionees and Arte France de Banijay, who also joined on Movistar Plus + Venice World first series “The New Years” and acquired Series Mania 2025 Top Grand Winner “Queer” and ” sparkled the Reverne Reverne and the Inters Inter in the Incave “and” La Mesías “. press.
The production / sale axis of Moviestar Plus + with Arte France is “fundamental”, explains Domenjó. “Arte is the most natural marriage as possible, for its content philosophy. It is not only a question of the number of viewers that Arte gives us, which is very high, but also the value for the brand that people say Movistar Plus and Arte continue to collaborate.”
Under Domenjó, however, Movistar Plus + seeks to expand its spectrum of production partners. “The co -production of Warners, ITV, Paramount, Vix or Dynamo in Colombia is necessary, not only for an investment and budget question, but because of the commercial model to adapt to all natural, our ideas outside Spain and the adaptation of the ideas of other companies for Spain.”
Movistar Plus + also speaks to potential partners in Germany, the United Kingdom, the United States, France and Italy and Spain itself, adds Domenjó.
The bottom line
“We need subscribers, viewers and making more noise,” he insists.
This does not mean that Movistar Plus + is in a bad place. A report of the Spanish CNMC regulator, asking consumers which television content in the film use the most, put Movistar Plus + in third place in Spain with a share of 16.7%, only behind Netflix (44.1%) and Amazon Prime Video (21.4%).
About 3 million years 2022, Movistar Plus + subscribers should reach 3.76 million by the end of 2026, plans Maria Rúa Aguete, head of M&E at the Omdia analyst. It is thanks to the launch in 2023 of a streaming offer at aggressive prices, Movistar Plus +.
“Our goal is to continue to generate net gains in Movistar Plus + subscribers, based mainly on the growth potential of the streaming service,” explains Domenjó.
Large -scale market trends, such as shared rights agreements and national windows with companies formerly considered as competitors, can also play in favor of Movistar Plus +.
“A good agreement or a co -production with free, public or private broadcasters in Spain, can create good productions and share budgets,” explains Domenjó.
“Production with Netflix or Amazon Prime Video? Why not? We have already spoken with them and they are very, very receptive”, he adds, stressing that Movistar Plus + has already sold its original season 3 “Muertos SL” to go out on Netflix.
The widening of Movistar Plus + Spectrum, in particular in entertainment, would imply a larger content budget. This must be approved by Movistar Plus + Parent Telefónica, which currently establishes a strategic plan.
“Telefónica leaders have committed to fighting for more resources for content. We are negotiating now, ”explains Domenjó Variety. “Telefónica’s strategic plan, which must be approved by the end of the year, must involve more money for content and marketing. Our hope is at least the same budget for fiction, series and films, and a wider budget, very little to date, for uncripted entertainment. ”
Movistar Plus + The ability to take advantage of its still significant growth potential will depend on this approval.
