Netflix is expanding its European footprint and has chosen Madrid as the location of its first production hub on the continent.
The streaming entertainment giant said Tuesday the new operation will be at Ciudad de la Tele, a new 72,000-square-foot campus in Tres Cantos, in northern Madrid.
The company will occupy three sound stages starting in September and will partner with the local Grupo Secuoya, an audiovisual production services company that will serve as Netflix’s partner.
Netflix said the new hub will act as a central facility for its growing slate of Spanish-language original content in the coming years, including new and existing titles, as well as series and films made by production partners.
Spain has become an important market for Netflix, which is the home of such series as “Paquita Salas,” “Las Chicas del Cable” and “La Casa de Papel (Money Heist),” the latter of which Netflix said is its most-watched non-English-language show.
Netflix said it has more than 13,000 cast, crew and extras working on 20 Netflix original productions across the country this year. Upcoming Spanish releases include Season 3 of “Las Chicas del Cable” in September and a new feature film from acclaimed director Isabel Coixet that is in production. In addition, the streaming service recently signed a production deal with Álex Pina, the creator of “La Casa de Papel (Money Heist).”
“Spain has a rich heritage of innovative, immersive content creation, and we are excited to strengthen our investment in the cultural heartland of Madrid,” Erik Barmack, Netflix’s vice president of international originals, said in a statement.
“The establishment of our first European production hub will create new opportunities for Spain’s incredible creative talent, as well as demonstrating our commitment to the production of original content throughout Europe.”
Netflix has expanded its local-language productions throughout Europe, launching original shows in Germany, France, Italy and other countries.
A Netflix spokesman said the company sets up production hubs in foreign territories where it has a critical mass of production and where there is a great density of talent. For instance, Netflix has established hubs in Canada, in different parts of the country, depending on the needs of productions.
The Los Gatos, Calif.-based Netflix has been investing more in production space in recent years, as it ramps up production of original content. The company has a 10-year lease at Sunset Bronson Studios in Los Angeles, including an adjacent office tower that serves as its local headquarters.
Netflix recently reported that it has reached 130.1 million subscribers globally. The company fell short of new subscriber additions for the second quarter, adding a million fewer subscribers than it had forecast.
Most of Netflix’s subscriber growth is coming from international territories as the U.S. market continues to mature.