Spain has transformed its unscripted television landscape. Once on the fringes of the unscripted scene, the nation now offers formats that not only command primetime viewing but are also finding success in international markets.
This surge in popularity is primarily attributed to two key players: The Mediapro Studio expanding its global reach and RTVE enhancing its focus on entertainment, which is redefining its role within public broadcasting.
Meanwhile, Atresmedia maintains strong ratings through quiz shows and celebrity competitions, while Mediaset intensifies its involvement in reality programming. Streaming platforms such as Prime Video are also experimenting with innovative formats. This dynamic has resulted in a versatile, competitive, and notably export-ready market.
Spain’s newfound prominence on the international stage is largely a result of the efforts from Mediapro Studio, which, once primarily a drama producer, is now leveraging unscripted programming for expansion. For instance, “El Conquistador,” which originated on Basque broadcaster EiTB and is now in its 21st season, is making its way to the U.S. through TelevisaUnivision. Moreover, the quiz phenomenon “Atrápame si puedes,” which has aired over 10,000 episodes on regional networks, is being tailored for American audiences as “Catch Me If You Can,” with veteran producer and showrunner Anthony Carbone at the helm.
“For a format to be successful abroad, it requires three key ingredients: significant local success, an established guideline, and effective production capabilities. Spain’s regional broadcasters serve as incubators for creativity—sufficiently large to explore survival or quiz formats, yet small enough to fine-tune them for international readiness,” comments Amparo Castellano, head of nonfiction at the Mediapro Studio.
The company’s nonfiction lineup continues to expand, featuring competition series like “Salvaxe” for Galician network TVG, comedic documentary “400” for Ă€ Punt, the nostalgia-driven “Timeless” for EiTB, a Gen Z music competition dubbed “Ztanda,” and the digital-native adventure series “Call Me When You Get There” for 3Cat. Castellano emphasizes that collaborations are essential: “Partnerships with entities like TelevisaUnivision significantly enhance our scalability and serve as validation for Spanish creativity.”
Castellano also stresses that Spanish intellectual property is not focused purely on chasing global hit ratings, but instead aims for versatility: “Our programs are solid, mid-range in production cost, and adaptable—hitting a sweet spot for numerous buyers.” Public broadcaster RTVE is significantly investing in unscripted content, with staples like “MasterChef” and “Maestros de la Costura” remaining popular, alongside nostalgic reboots such as “Trivial Pursuit” and “Cifras y Letras.”
The focus on new formats is intensifying. “Cuánto, cuánto, cuánto” mixes quiz elements with comedy, and the second season of “La Revuelta” combines humor with relevant social commentary. The show “Ordena tu vida,” based on All3Media’s BAFTA-nominated “Sort Your Life Out,” is currently casting families, while “Hasta el fin del mundo,” inspired by the BBC’s “Race Across the World,” promises adventures throughout Latin America.
“While international formats offer credibility, the primary aim is to adapt them to reflect Spanish culture whilst developing original shows that resonate with our community,” shares Miriam GarcĂa Corrales, head of entertainment at RTVE’s TVE. “Entertainment should both entertain and attract viewers, but it must also promote values like diversity, respect, and creativity.” This represents a notable shift: RTVE has moved from being a passive buyer to becoming an influential force in the burgeoning unscripted market in Spain.
Private networks continue to play a critical role. Atresmedia leads prime-time entertainment with popular shows such as “El Hormiguero,” “Tu cara me suena,” “Pasapalabra,” and “El DesafĂo.” Mediaset España focuses on reality hits like “Supervivientes,” “Gran Hermano,” and “La Isla de las Tentaciones,” while its Cuatro channel offers investigative programs like “Territorio Pampliega” and “Proyecto Sistiaga.” Mediaset Infinity is exploring niche content, from MMA with “Warrior Games” to true crime with “New York Killers.”
Streaming services are also increasing their footprint. Prime Video premiered Season 2 of “OperaciĂłn Triunfo” on September 15, reinforcing its position in digital music talent. Shortly after, they announced “Esto no es un dating,” their inaugural Spanish dating series.
Movistar Plus+ has opted for premium factual programming, highlighted by titles such as “Las Berrocal.” Spain’s main advantage lies in its adaptability: covering survival, talent, quiz, comedy, and social formats that are cost-effective compared to their English-language counterparts and capable of crossing various platforms, making it an appealing option for buyers.
