In an age when global audiences are more interconnected than ever, the places where stories are conceived, produced and shared are becoming as important as the stories themselves. From the golden sunlight that floods its boulevards to the cutting-edge studios that line its outskirts, Madrid is quietly emerging as Europe’s most compelling audiovisual hub — a crossroads of creativity, innovation and opportunity.
What once was a city best known for its art museums and nightlife is now home to the largest Netflix production facility in the European Union, a thriving ecosystem of animation and video game studios, and a rapidly expanding community of international creators. This transformation is not a happy accident. It is the result of deliberate public policy, strategic investment and a deep cultural tradition that prizes storytelling as a pillar of identity.
As the global entertainment industry continues to evolve, powered by streaming platforms, virtual production technologies and interactive media, Madrid offers something few cities can: a balance between artistic flair, technical expertise and a business-friendly environment. The result is an irresistible proposition for filmmakers, producers and creatives looking to bring their visions to life.
The Strengths Behind Madrid’s Creative Powerhouse
At the heart of Spain, Madrid has become a beacon for the audiovisual industry, combining creative energy, technological sophistication and an enviable quality of life. Its rise as a centre for film, television, animation and gaming rests on a series of interlocking strengths that make it one of Europe’s most dynamic creative economies.
A Thriving Creative and Audiovisual Industry. Madrid stands as the epicentre of the Spanish-speaking creative and audiovisual sector, serving as a national hub for production and innovation. Its ecosystem includes a dense network of production companies, post-production facilities, advertising agencies, and gaming studios that feed into a virtuous cycle of talent and investment. The city’s longstanding experience in film and television production provides the foundation upon which new sectors, such as streaming content, animation, and video games, have flourished.
World-Class Talent and Training. Madrid’s creative success is underpinned by its rich pool of highly trained professionals: directors, designers, animators, editors and technicians with both national and international experience. The city has invested heavily in cultivating this talent through specialised institutions such as ECAM (School of Cinematography and Audiovisual of Madrid), U-Tad, Lightbox Academy, Planeta CG, and Trazos. These schools form the backbone of a vibrant talent pipeline that continually renews the city’s creative edge. The presence of such institutions also makes Madrid a magnet for young creators from across Spain, Latin America and beyond, a place where skills meet opportunity in an environment that rewards experimentation and collaboration.
A City of a Thousand Backdrops. From snow-capped mountains to arid plains, medieval villages to futuristic skylines, Madrid’s geography offers a visual palette that few European cities can rival. Within a two-hour drive from the city centre, filmmakers can find forests, deserts, lakes, and cutting-edge architecture, a versatility that saves time, money and creative effort. Coupled with a network of state-of-the-art studios and post-production facilities, Madrid provides the full spectrum of services required for large-scale international productions. Its natural light, celebrated by photographers and cinematographers alike, adds a unique aesthetic signature to every frame. With over 300 days of sunshine a year, Madrid quite literally illuminates the stories told within its borders.
Quality Meets Cost Efficiency. Beyond its creative and environmental appeal, Madrid offers a highly competitive cost structure. Labour, operational and living expenses are significantly lower than in other European capitals, without compromising quality or reliability. The city’s stable, low-risk environment within the European Union, coupled with world-class infrastructure and connectivity, makes it a safe and efficient base for global operations.
Strong Government Support and Incentives. The City of Madrid and its region have made the audiovisual sector a strategic priority, recognising its potential for economic growth and cultural enrichment. Incentives for production, streamlined permit processes, and the creation of investment promotion agencies such as Madrid Investment Attraction (MIA) have been instrumental in attracting both domestic and international projects. This combination of public backing and private initiative has created a fertile environment for sustainable growth, one that nurtures innovation, rewards entrepreneurship and attracts global brands seeking a creative home in Europe.
An Unbeatable Quality of Life. Ultimately, Madrid’s appeal extends beyond its studios and incentives. The city’s high quality of life — from its cultural vibrancy and Mediterranean climate to its cosmopolitan spirit — helps attract and retain world-class talent. This intangible yet powerful advantage sustains the city’s creative cycle: great stories are born where people love to live.
Recent Investments: Madrid on the Global Map
The best evidence of Madrid’s rise lies in the wave of international investment transforming its audiovisual landscape. In recent years, a growing list of global players has chosen the city as a base for production, development and creative innovation.
Netflix: Building Europe’s Largest Hub. When Netflix expanded its European operations, it chose Madrid as the location for its largest production centre in the European Union. The Tres Cantos complex now features new soundstages, advanced post-production facilities (including the company’s first global cloud-based post-production laboratory) and employs around 600 people from more than 40 nationalities. The investment underscores Madrid’s status as a global content hub, combining local expertise with international reach.
Skydance Animation: Hollywood Meets Madrid. Five years ago, Skydance Animation, the U.S. studio behind several blockbuster productions, established Skydance Animation Madrid. Today, it employs over 700 professionals and has already released two feature films developed entirely in Spain. The Madrid studio has become the beating heart of Skydance’s animation pipeline, a testament to the depth of talent and technical excellence found in the city.
Electronic Arts: Gaming on a Grand Scale. In 2024, Electronic Arts (EA), one of the world’s largest video game developers, opened a new Madrid headquarters employing 600 workers. The studio, located in a reimagined 14,000-square-metre former gas factory redesigned by Norman Foster, is conceived as a collaborative, open space that fosters creativity and innovation. EA’s leadership has highlighted Madrid’s abundant local talent and creative energy as key reasons for choosing the city.
Flying Bark Productions and Wachajack: Animation and Innovation. International animation studios have also taken note. Australia’s Flying Bark Productions, known for its award-winning 2D and 3D content, is setting up a new studio in Madrid, while Japan’s Wachajack has opened its Spanish headquarters in partnership with Voxel School, a renowned university specialising in digital arts. These moves further cement Madrid’s role as a transcontinental bridge for creative exchange between Europe, Asia and the Americas.
Latin American Creativity Finds a European Home. The trend is not limited to Anglo-Saxon or Asian investors. Argentina’s Rei Pictures has expanded into Spain and Mexico, using Madrid as its European base for television and production services, while Huinca Cine, another Latin American production company, has chosen Madrid as part of its international expansion. Together, these ventures highlight Madrid’s linguistic and cultural advantages as the global hub of the Spanish-speaking creative world.
From Local Strengths to Global Reach
Madrid’s success in attracting audiovisual investment is the product of something deeper than incentives or sunshine. It reflects a shared belief in the power of culture, creativity and innovation as drivers of economic progress. With a mature industry, a dynamic talent pool and an administration that understands the value of storytelling, Madrid is positioning itself not merely as a place where productions happen, but as a place where ideas are born and stories come to life.
In the words of one industry insider, “Madrid doesn’t just host productions; it inspires them.”
And as the world’s appetite for compelling, diverse and original content grows, Madrid’s light — both literal and metaphorical — will only shine brighter.
