“A lot of people come to the office and what about these new posters? Did I want to make a little human contact?” Daniel Domenjó, the new CEO of Movistar Plus+, Spain’s biggest national PAYTV/streaming service, explains at the beginning of an interview with Variety after being appointed CEO of Movistar Plus+ in March.
No one could accuse Domenjo of lack of human contact.
Affable and charming, he speaks in Spanish quickly, politely aware of it, and asks if he should speak later. He explains why it is hung in the office of Tres Cantos, a car ride 25 minutes north of Madrid, a poster for “NoTenéis Ni**** Idea,” a biodocument from the highly personal miniseries of Paris Football Club PSG’s drive, candid and tragic manager Luis Enrique. It is “a declaration of principle, bold, frank, destructive,” he is enthusiastic.
Domenjó is equally open and willing to talk about his strategic vision for Movistar Plus+.
Netflix was very active in Spain, bringing Spanish shows and films to the world. The country has ambitious, global production powerhouses like Mediapro Studio. That said, what Domenjó does with Movistar Plus+ is essential for the Spanish television and film industry. However, his intentions are clear and bring out his own background.
Over his 23-year career, he did almost everything. As a current affairs magazine host, he eased multiple television discussions, conducted in-depth television interviews, and produced internationally sold documentaries (“tracking”, “preserving”).
However, his recent experience has been a leading company as executive director of Breege Indie Media Crest (2019-23), starting Satisfaction Iberia (2023-2025), making TV hits such as “Floor” (Antenna 3, TVE), and “El Cazador” (El Cazador”). One of Spain’s first female detectives, after which she was accepted into the shady Madrid district, just as heroin became readily available in Spain.
Expanding the focus of Movistar Plus
So I don’t wonder what Domenjo brings to Movistar Plus+ is a corporate vision for the future with practical involvement in individual shows and films.
Under Domenjó, Movistar Plus+ is not trying to destroy what it has achieved under the head of Fiction Domingo Collar, CEO Christina Bruzako and President Sergio Osle.
What it aims to do is to simultaneously expand the compass, with the aim of leveraging the company’s talents, rather than abandoning the talent of its autherist, expanding to more mainstream, younger demos and entertainment, and leveraging the company’s talent relationships, muscles and brands.
“Movistar Plus+ has its own brand of remarkably integrated prestige premium products, which bet on this legacy that has been very well built in the past.
Growth can reduce several ways, such as “opening up to formats and genres such as entertainment that we don’t currently have,” says Domenjó. Entertainment can be “particularly.” There is a “fiction/document hybrid, for example, that can stay true to a brand but innovate.”
“We are leaking ideas at the Unscripted Division of Movistar Plus+, led by Hugo De Tomás and associated with Movistar Plus with Telefónica Global Solutions (TGS), and with all producers in Spain that can be co-developed,” he adds. Movistar Plus is currently developing two ideas for an entertainment show.
Now distorting subscriber adults, Movistar Plus+ aims to distort younger and more mainstream in some shows. Domenjó was one of the highlights of the Spanish TV forum Conecta Fiction in June, filming the trailer as a mainstream move under prior control of “La Caza. Irati,” a pickup from Banijay produced by Dlo Produciones. The anchor broadcaster for seasons 1-3 was Spanish public broadcaster RTVE. Currently supported by Movistar Plus+, the “Irati” boasts a rather large budget.
Expanding production partnerships
Another strategic push appears likely to lie in production partnerships. Perhaps one of San Sebastian’s highlights is the Movistar Plus+ original “Anatomy of Moments,” directed by Rodriguez and produced by Movistar Plus+ and Arte France.
In the portrait of the deep human motivations of three important figures who wrestled with Spanish democracy, the four-part miniseries is produced by Vanieray’s DLO Producion and Arte France. press.
The production/sales axis for Movistar Plus+ with Arte France is “basic,” says Domenjó. “Arte is the most natural marriage possible for its content philosophy. It’s not only the number of viewers Arte gives us, but it’s not only the high, but also the value of the brand that people say Movistar Plus+ and Arte continue to collaborate.”
However, under Domenjó, Movistar Plus+ is considering broadening the spectrum of its production partners. “It is necessary to co-produce with Warner, ITV, Paramount, VIX or Dynamo in Colombia for a business model that will adapt to all ideas outside of Spain, as well as issues of investment and budgets.”
Movistar Plus+ is also talking to potential partners in Germany, the UK, the US, France, Italy and Spain itself, Domenjó adds.
Conclusion
“It needs to be subscribers, viewers and more noise,” he insists.
That doesn’t mean that Movistar Plus+ is in a bad place. Report from a Spanish CNMC regulator. When asked about what film content consumers use, Movistar Plus+ ranks third with a 16.7% share after Netflix (44.1%) and Amazon Prime Video (21.4%).
Movistar Plus+ subscribers for approximately 3 million years in 2022 should reach 3.76 million by the end of 2026. Maria Rúa Aguete, head of M&E at analyst Omdia, predicts. This is thanks to the launch of Movistar Plus+, an aggressively priced streaming offer in 2023.
“Our aim is to continue generating net profits with Movistar Plus+ subscribers based on the growth potential of our streaming service,” says Domenjó.
Large market trends such as split-off deals with companies that were once considered rivals and domestic windowing may also play courtesy of Movistar Plus+.
“A good agreement or co-production with a public or private free broadcaster in Spain can create a great production and share your budget,” says Domenjó.
“Making it on Netflix or Amazon Prime Video? Why not? We’re already talking to them. They’re very, very receptive,” he adds, pointing out that Movistar Plus+ is already selling the original “Muertos SL” season 3 for release on Netflix.
The Domenjó roadmap must be approved as part of the Telefónica Strategic Plan, which will be presented on November 4th.
Movistar Plus+’s ability to exploit its still important growth potential depends on its parent company’s approval.
