Daniel Domenjó Outlines Vision as New CEO of Movistar Plus+
Daniel Domenjó has stepped into the role of CEO at Movistar Plus+, Spain’s largest pay-TV and streaming service, marking a significant leadership transition in the Spanish media landscape. Appointed in March 2023, Domenjó brings over two decades of experience in the television industry, which he intends to leverage to enhance the platform’s offerings and expand its subscriber base.
In a recent interview with Variety, Domenjó emphasized the importance of personal connections in the workplace. He noted that many employees have expressed curiosity about new changes, including decor in the office, which he believes fosters a sense of community. His office features a poster of “No tenéis ni **** idea,” a personal series about renowned football manager Luis Enrique, underscoring his commitment to innovative storytelling.
Domenjó’s extensive career includes roles as a current affairs magazine host and executive director of Mediacrest, where he played a pivotal role in producing successful television shows. His recent leadership at Mediacrest saw the creation of notable programs like “The Floor” and “El Cazador,” showcasing his ability to blend creativity with strategic vision.
Strategic Expansion Plans for Movistar Plus+
Under Domenjó’s leadership, Movistar Plus+ plans to broaden its focus beyond its established premium content. While maintaining the high artistic standards set by previous management, he aims to attract a younger audience and diversify the platform’s content offerings. “Movistar Plus+ has its own marked, consolidated brand of prestige premium product,” he stated. “We aim to grow in the future by broadening Movistar Plus+’s focus.”
Domenjó highlighted the potential for expanding into entertainment genres, particularly docu-reality and hybrid formats. He mentioned ongoing discussions with Telefónica Global Solutions to co-develop new content with Spanish producers. Currently, the platform is working on two entertainment concepts, which he believes will appeal to a wider demographic.
Another key aspect of his strategy includes enhancing production partnerships. Domenjó pointed out the significance of collaborations with established entities such as Arte France and Banijay’s DLO Producciones. One of the anticipated highlights is “Anatomy of a Moment,” a mini-series that explores pivotal moments in Spanish democracy.
Subscriber Growth and Market Positioning
Domenjó recognizes the competitive landscape, with Movistar Plus+ holding a 16.7% market share, trailing behind Netflix at 44.1% and Amazon Prime Video at 21.4%, according to Spain’s CNMC regulator. He projects that the service’s subscriber count, which was around 3 million at the end of 2022, could increase to 3.76 million by the end of 2026 as a result of a newly launched competitively priced streaming offer.
Domenjó emphasized the necessity for Movistar Plus+ to innovate and make a louder market presence. He noted that strategic partnerships with free-to-air broadcasters could yield fruitful co-productions, thereby enhancing content quality and budget-sharing opportunities. Discussions with Netflix and Amazon Prime Video are already underway, indicating a willingness to collaborate with former competitors.
The success of these initiatives will depend on the approval of a new Strategic Plan by Movistar Plus+ parent company, Telefónica. Domenjó expressed optimism, stating that the leadership at Telefónica is committed to securing additional resources for content development and marketing, which is crucial for the platform’s future growth.
Domenjó’s ambitions for Movistar Plus+ reflect a dynamic vision aimed at positioning the service as a leading player in the evolving media landscape, focusing on diversity, innovation, and audience engagement.
