From Antena 3 to Netflix: The rise of Money Heist as a global phenomenon.

Abstract

The accelerated pace of production and consumption compels streaming platforms to acquire content and make safe bets with third-party content in the countries where they operate. Upon entering the Spanish market, Netflix acquired the rights to Money Heist from Atresmedia and successfully relaunched the show to a new audience. An in-depth narrative and stylistic analysis, combined with a bibliographic review, was conducted, along with in-depth interviews with professionals from Netflix, the show, and the industry in order to assess the evolution of the series before, during, and after Netflix's acquisition. There is a significant improvement in stylistic and promotional quality, along with a narrative repetition throughout the seasons created by Netflix. The show's impact was amplified through content management and promotion both within and outside social media. Successful audiovisual products are often overexploited and expanded, leading to a long-term decline in creativity and audiovisual quality. Thanks to Netflix's acquisition, a local product was transformed into a global mass phenomenon.