Spain Doubles Down on Audiovisual Boom as Minister Pledges Continued Support Through Spain Crece Fund and SETT

SAN SEBASTIAN — Spain is poised to maintain its aggressive financial and institutional backing of its booming audiovisual sector, with Minister for Digital Transformation and Public Administration Óscar López announcing that the government will press forward with its commitments through the Spain Crece Fund.

Speaking at the high-profile conference titled "The New Script of the Audiovisual Industry" during the San Sebastian Festival, López delivered an optimistic assessment of the nation’s creative economy. He confirmed that his ministry would continue supporting the industry through ongoing strategic investments, prominently featuring SETT, the ministry’s sovereign venture capital fund.

"When a public policy works, it should be maintained without a deadline. It is the golden age for our audiovisual sector," López told industry leaders, pointing to a series of record-breaking figures that underscore the remarkable upward trajectory of Spanish film and television production.

The minister’s address came just hours before a major international triumph for Spanish creators. "La Bola Negra," directed by Spain’s Javier Calvo and Javier Ambrossi, captured the prestigious 2026 TIFF People’s Choice Award at the Toronto International Film Festival. The coveted audience prize is widely regarded by industry insiders as a significant indicator of a film’s long-term commercial potential and its viability on the road to the Academy Awards.

The international acclaim is part of a broader cultural wave. Currently, four Spanish series seasons and three movies feature prominently in Netflix’s Top 10 lists for the streaming giant’s biggest non-English hits ever—representing more titles than from any other country worldwide.

Reflecting on the infrastructure that enabled this global breakthrough, López noted that Spain always possessed the raw ingredients for success. "We had the talent, the ideas and the locations. What was missing was political will and a significant injection of capital," he said. He credited the Spain Audiovisual Hub Plan as a foundational driver of the sector’s evolution, describing it as an unprecedented institutional commitment commensurate with the scale of the challenge that made it possible to design an economic transformation on an unprecedented scale.

"And here we are, €1.6 billion later, reaping the benefits and expanding our horizons," López added.

Statistics Reveal Spain’s Dramatic Growth

The economic impact of this institutional push is reflected in a series of striking metrics. Spain has firmly established itself as the European Union’s largest production market, with audiovisual production surging by 31% in 2025 alone. Furthermore, Spanish productions account for nine of the 11 most-watched series across Europe, according to official figures cited by the minister.

Employment within the sector has also experienced exponential growth, effectively doubling since 2020. The workforce has expanded from 30,900 professionals to more than 64,000 by 2025.

Looking ahead, López announced that the industry would soon benefit from an additional €450 million in investments mobilized by SETT, the Spanish Society for Technological Transformation. These funds are slated to support prominent companies such as Lazona, Good Films, and Aurora Media, further cementing the private-public partnerships driving the market forward.

High Praise for SETT, the Venture Capital Fund of Spain’s Ministry for Digital Transformation

The tangible impact of these financial mechanisms was a central theme during the conference’s opening panel. Good Film Studios founder Miriam Segal offered high praise for Spain’s studios, creative talent, and international potential. Having built an extensive career working across the United States, the United Kingdom, and the broader European market, Segal admitted she had previously been unaware of the country’s incredible industry infrastructure or the government’s extraordinary passion and commitment to the sector.

Significantly, Segal noted that for the first time as an independent producer, this level of governmental and infrastructural support has enabled her to offer competitive pay-or-play deals to actors.

Echoing these sentiments, José Carlos García of Ánima Kitchen expressed gratitude to SETT for backing the company’s ambitious vision. He explained that the venture capital funding has enabled substantial corporate growth, targeted talent recruitment, and concrete plans to produce three high-end animated films over the next five years, which will help expand Ánima’s leadership in the animation sector.

Europe Panel: A Roadmap to the Future

The international dimensions of the industry were explored during a dedicated European panel that brought together expert perspectives from Spain, Greece, and Denmark to discuss how Europe can maintain its rich cultural diversity while remaining competitive on the global stage.

The panelists agreed that there is no single European audiovisual model. Carla Redondo of Spain’s Ministry of Digital Transformation highlighted this diversity as one of the true strengths of Europe. While Spain showcased its successful framework of tax incentives, investment, talent, and infrastructure, Greece emphasized the strategic use of international productions to build local capacity and training programs.

Representing the Danish Ministry of Culture, Esben Snoer Iversen emphasized the necessity of regional cooperation and flexible funding mechanisms as the media landscape continues to evolve. Speakers across the board called for greater administrative harmonization and robust support for emerging creative industries. Summing up the overarching philosophy of the panel, Leonidas Christopoulos of Ekkomed stated that "it’s all about the stories," arguing that strong content remains the ultimate driver of international competitiveness.

Linear Television is Not Dead

Adapting to structural shifts in media consumption was the focus of the day’s third panel, which examined how traditional broadcasters and modern streaming platforms are navigating a rapidly transforming landscape.

Addressing the common narrative surrounding traditional broadcasting, Mediaset’s Fernando Hernaiz asserted that television is far from dead. Instead, he argued, it has evolved into a broader ecosystem spanning linear channels, streaming services, in-house production, and multi-platform distribution.

"We have a capacity to adapt," Hernaiz said, pointing out that modern television encompasses technology, creative writing, scripting, and complex business models.

While audience fragmentation and evolving measurement standards remain major operational challenges, industry leaders—including RTVE’s Alfonso Morales, Atresmedia’s Miguel Langle, and Movistar Plus’ Clara Ruipérez—called for regulatory frameworks that can keep pace with fast-moving platforms and social media ecosystems. Panelists concurred that ongoing investment, effective promotion, and compelling storytelling are essential to ensuring that Spanish content continues to travel successfully across international borders.

Sneak Peek at the Olsberg-SPI Data

Providing an analytical foundation for the day’s discussions, Juan Manuel Guimerans of the Spain Film Commission and Leon Forde of Olsberg SPI offered a sneak peek of an upcoming comprehensive study on the country’s audiovisual sector.

Based on official data, the preliminary findings estimate that direct production expenditure in Spain reached €20 billion between 2020 and 2025. This activity generated nearly €18 billion in gross value added while supporting approximately 64,000 jobs. Direct investment grew by 45%, and gross value added rose by 38% over the period.

Crucially, the data reveals that more than half of the employment generated by the audiovisual sector is sustained through related industries and supply chains, including construction, hospitality, and transport.

Forde stressed that reliable data is essential for effective policymaking, though he noted it remains fragmented across a complex and fast-moving industry. Describing the audiovisual sector as an interconnected ecosystem where all component species are indispensable, the researchers emphasized the ongoing need for targeted investment and structural balance. A more detailed report containing the full scope of the findings is scheduled to be presented on September 22.

(Reporting contributed by John Hopewell.)