Published on 9 November 2026 – 6:35 GMT+1
Twelve years ago, Netflix had no original productions in Europe, and audiences were primarily consuming content created in, by, and for the United States.
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But it quickly became clear that European content could not be produced from Los Angeles alone. In 2019, Larry Tanz, Head of Content for Europe, the Middle East, and Africa, relocated to Amsterdam to lead the company’s European operations. Today, Netflix maintains 10 regional teams dedicated to shaping the content audiences watch across the continent.
Over the past decade, Netflix has invested more than €13 billion in Europe, with a recent commitment to invest an additional €1 billion in Spain alone by 2028.
Larry joins Hannah Brown in the studio for the premiere of the new series of *The Big Question* to discuss the secrets behind producing internationally successful content.
“If you don’t make it for someone, you’ll end up making it for no one”
Larry has built a team of local experts across the continent who possess an in-depth understanding of their specific audiences and creative talents.
“They are deeply plugged into what is happening in society. If you develop a film script today, it will not release for perhaps two years, meaning you cannot simply ride the trends of the moment,” Larry explained to *The Big Question*.
What may come as a surprise is that Netflix does not commission projects with the immediate goal of creating a massive global hit. Instead, the platform prioritizes authentic content that genuinely appeals to a specific, local audience.
“Let’s say you try to make a film in Spain and you cast it with actors from everywhere, attempting to appeal to everyone. In the end, you make it for no one, and no one watches it,” Larry explained.
He attributes the phenomenal success of Squid Game, Netflix’s biggest international hit, to its distinctly Korean style, arguing that its unapologetic commitment to local Korean culture is precisely what resonated with global audiences.
He emphasized that every Netflix show to achieve global success has first cultivated a dedicated audience within its home market.
Furthermore, Netflix is one of the few global platforms that dubs and subtitles content in over 40 languages, significantly enhancing the accessibility of international productions worldwide.
Larry’s leadership in Netflix’s European operations suggests that this localized approach is yielding significant dividends.
A decade ago, non-English-language content accounted for less than 10% of total viewing. Today, that figure has grown to more than a third of all watch time globally.
“Creativity and regulation are not happy bedfellows”
While many of us grew up watching public broadcasters with clear mandates for their content—such as the BBC in the UK, which aims to inform, educate, and entertain—it is tempting to assume that Netflix operates without similar limitations or restrictions.
“We have a very audacious vision, which is to entertain the world,” Larry stated boldly during the discussion.
Despite this bold mission statement, Larry also highlighted several pieces of European legislation that complicate and challenge the platform’s operations.
He criticized outdated regulations for discouraging risk-taking and investment, both of which are urgently needed to grow the industry and support emerging European talent.
Larry urged policymakers to introduce consistent incentives that support investment while simultaneously granting creators the freedom to tell whatever stories they wish.
He expressed concern that restrictive investment obligations could force Netflix to allocate capital to unwanted shows rather than backing productions with a strong chance of success. While investment in local productions is beneficial, creating content that fails to find an audience is not a sustainable business model.
The Big Question is a series from Euronews Business where we sit down with industry leaders and experts to discuss some of the most important topics on today’s agenda.
Watch the video above to see the full discussion with Netflix’s Larry Tanz.
Additional sources • Edited by Arno Aubert
