Madrid has consolidated itself in 2025 as a global epicenter of the Spanish audiovisual sector : a powerful economic hub driven by the film and television industry at both European and international levels. As a result, Madrid has transitioned into one of the most important “sets” in Europe, spurred on by multinational investments such as Netflix. In this article, we’ll explore the data and trends that encapsulate this exciting transformation.
Some data. The Madrid community contributes 2.6% to its regional GDP, largely thanks to its robust audiovisual ecosystem. This ecosystem comprises over 3,500 companies generating approximately 29,000 direct jobs , with a global economic impact exceeding 7.2 billion euros . This significant presence is bolstered by advanced infrastructure, including studios and sets, as well as the establishment of major multinationals like Netflix and Disney. These companies have chosen Madrid as their operational base in Spain. The importance of this transformation has been articulated in events like the San Sebastián 2025 Film Festival , where digital plans and cultural initiatives such as “Spain, Hub Audiovisual of Europe” were prominently discussed. Source
Why Madrid? Several characteristics make Madrid a powerhouse in the audiovisual sector, both in Europe and globally. The city benefits from a concentration of businesses and economic activity, with a rich environment filled with producers, studios, digital platforms, and specialized services. Moreover, its advanced infrastructure is noteworthy; for instance, over 1,400 shootings took place in 2024, representing a 32% increase from the previous year.
<img alt="We have visited Netflix's sets in Madrid and we already know where the entire financial muscle is going" width="375" height="142" src="https://i.blogs.es/185652/netflixtrescantos_thumbnail/375_142.jpeg"/>This robust ecosystem is further supported by the Community of Madrid, which has allocated 240,000 euros for the years 2025 and 2026 for various initiatives. This includes programs like the Audiovisual Observatory of Madrid and training activities designed for professionals in the field.
Netflix in Madrid. One of the quintessential examples of global investment is Netflix , which has recently launched ‘The Atomic Refuge’, its most expensive series to date. The project saw the involvement of 400 technicians and 4,300 extras , significantly exceeding typical production teams. Filming took place in the Vancouver set in Colmenar Viejo , an expansive facility of 7,200 square meters featuring multi-functional sets capable of accommodating up to 300 people working simultaneously across various departments.
A considerable investment. Netflix has announced its plans to invest 1 billion euros in Spain between 2025 and 2028, illustrating the increasing importance of the country—especially its capital—within its global strategy. Spain ranks as the second European country for streaming platform investments, accumulating 2 billion euros for production in 2024, outpacing both Germany and France. From 2014 to 2024, the Spanish audiovisual sector has experienced an impressive annual growth rate of 14% , far surpassing the European average. Source
Filming tourism. The impact of the audiovisual industry extends well beyond filming locations; it generates both direct and multiplier economic effects in the regions where it operates. These range from accommodation services to an increasingly popular form of tourism centered on filming locations. In fact, recent studies indicate that 40% of travelers express interest in visiting these sites, highlighting significant growth in filming tourism in Spain over recent years. Prime destinations like Madrid, Andalusia, and Catalonia enjoy heightened visibility due to the films and series shot there, which in turn boosts local economies and enhances the preservation of cultural heritage.
As we can see, Madrid’s rise as a global audiovisual hub is not just a fleeting trend; it reflects a well-fostered ecosystem bolstered by substantial investments and strategic initiatives. The city is poised to remain at the forefront of the industry, benefiting from both local and international talents and resources. This focus on the audiovisual sector will undoubtedly yield fruitful returns in both economic and cultural dimensions, making Madrid a city to watch in the coming years.