Telefónica Shakes Up Movistar Plus+ with New CEO Daniel Domenjó

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Daniel Domenjó, both an entrepreneur and a television producer, has been appointed as the new Chief Executive Officer (CEO) for Movistar Plus+, the largest national pay-TV/streaming service in Spain, taking over from Cristina Burzako.

The appointment was announced by Movistar Plus+ parent Telefónica on Thursday. 

The same organizational change marks the exit of Sergio Oslé, who presided over Movistar Plus+ since 2017. Previously elevated to Managing Director of Teléfonica Spain in 2021, he remained an advocate for Movistar Plus+. His position is now taken by Javier de la Paz, who is already a member of the Telefónica board.

Burzako continues as a board member for Telefónica Audiovisual Digital, the official entity of brand Movistar Plus+. Additionally, he is assigned new duties within the group.

The significant changes in leadership at the Spanish telecom company were initiated when José María Alvárez-Pallete was replaced by Marc Murtra, who previously headed Indra Sistemas, as both chairman and CEO this past January.

Subsequently, the Saudi Arabian telecoms group STC made a move in 2023 by purchasing a 4.9% share of Telefonica, indicating an ambition to increase it close to 10%. This prompted the Spanish government holding company SEPI to buy a 9.97% stake in Telefónica in November 2024, while Criteria Caixa, part of Spain’s second largest bank, Caixa, decided to boost its own share to 9.9%.

Domenjó, an expert in improvisation, previously built a name for himself as a talk show host and documentary maker. Later, he served as the executive director at Mediacrest Entertainment from 2019 to 2023, where he created “El Cazador” for TVE 1, a Spanish adaptation of the classic Granada Studios game show “The Chase.” He also produced “Mapi,” another game show on TVE1/Clan, remaking Japan’s popular formats. In 20XX, he moved on to establish Satisfaction Iberia, bringing Dutch formats such as “The Floor” and “La Conexión” back to life.

Movistar Plus+ Stats       

Following a significant rise in influence during the past decade, with Movistar Plus+ becoming one of Spain’s leading original production companies, there is considerable curiosity about how Domenjó’s appointment and the new leadership under Murtra will impact this company within the Spanish film and TV industry. Under Burzako’s leadership, Movistar Plus+ debuted an enhanced version of its basic plan in 2023, priced at €9.99 ($11) per month, indicating that it is now profitable. In the last five quarters, Movistar has added approximately 100,000 new subscribers to its roster, as reported in the full-year 2024 results announced in late February.

In Spain, Movistar Plus+ is the 7th most popular social media and streaming service, used daily by approximately 13% of Spanish residents. This is lower than the usage of free-to-air services (53%), YouTube (40%), Instagram (36%), TikTok (28%), Netflix (26%) and Prime Video (19%). However, it ranks higher than Disney+ (9%) and Max (5%), as reported by María Rua Aguete, the senior research director of Omdia’s consumer research group in media and entertainment.

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Under Domingo Corral, who served as the Director of Fiction for Spain’s combined Canal+ and Movistar TV from 2015, and later as the Director of Fiction and Entertainment Content for Movistar Plus+ from 2023, Movistar Plus+ has emerged as a local champion. They have been supporting series with grand artistic aspirations, as well as those that revisit familiar genres – such as the rural murder mystery “Rapa” Season 1, which initially follows conventional patterns but ultimately challenges its own rules.

Following the success of “Prison 1977” by Alberto Rodriguez on Movistar Plus+, making it their most viewed foreign movie since early 2020, Movistar Plus has taken an interest in creating high-profile auteur films. These include anticipated and major Spanish films like “The Beloved” by Sorogoyen, featuring Javier Bardem, as well as Rodriguez’s ambitious project, “Los Tigres.

In a year marked by international acclaim, the series “The New Years” by Sorogoyen was chosen for the Venice Festival, alongside TV dramas from Alfonso Cuarón, Thomas Vinterberg, and Joe Wright; the series “La Mesiás,” created by Javier Ambrossi and Javier Calvo, received praise in France’s Arte (“one of the most beautiful series of the year,” as Libération declared last November); three Movistar Plus+ series are currently being screened at Series Mania, with one, the critically acclaimed “Querer,” competing in the main competition.

Movistar Plus+ has solidified itself as a dominant force in top-tier Spanish content with global influence. Shows such as ‘La Unidad,’ ‘Riot Police,’ and ‘Hierro’ have struck a chord not just in Spain, but also throughout Europe and Latin America, cementing its status as a major player in top-rated TV series,” commented Rua Aguete from Omdia. “Under the guidance of Daniel Domenjó, its capacity to create critically acclaimed, widely distributed television shows will be a significant advantage.

Movistar Plus+: Its Future?

As a film enthusiast, I’ve noticed that streaming platforms are undergoing a transformation towards more traditional broadcasting models, often referred to as “broadcastification.” Given this trend, it’s possible that Movistar Plus+, a top-tier service up until now, might choose to adapt in the same direction.

It may also be obliged to make more of a play for younger audiences, Rua Aguete argued. 

Similar to other conventional systems, Movistar Plus+ struggles with captivating a younger demographic that mainly accesses content on YouTube, TikTok, and social networking sites,” she pointed out.

By showcasing the effectiveness of platforms such as Netflix and Prime Video in teaming up with digital creators and offering interactive content, a significant chance is revealed. To ensure long-term relevance, Movistar Plus+ might find it advantageous to involve YouTuber partnerships, produce original content tailored for digital platforms, and engage Gen Z viewers through influencers,” she suggested.

In addition, the Spanish market continues to be extremely competitive, as both international streaming heavyweights and domestic contenders fight for viewers’ interest. While Movistar Plus+’s established position in Spain provides it with a significant advantage, maintaining this lead will necessitate ongoing innovation in content development, distribution methods, and audience interaction strategies.

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2025-03-07 16:19