Published on 9 November 2026 – 6:35 GMT+1
Twelve years ago, Netflix had no original productions in Europe, with audiences primarily viewing American content. However, the need for European-made content became apparent, leading to Larry Tanz, the Head of Content for Europe, the Middle East and Africa, relocating to Amsterdam in 2019 to oversee Netflix’s European operations. Today, the company boasts ten regional teams dedicated to curating content for various European audiences.
Over the past decade, Netflix has invested over €13 billion in Europe, pledging an additional €1 billion in Spain by 2028. In a recent episode of The Big Question, Larry spoke with Hannah Brown about the secrets behind producing content that resonates internationally.
Larry has assembled a team of experts throughout Europe who understand local audiences and creative talents. He emphasised the importance of authenticity in storytelling, saying, “If you try to make a film for everyone, you end up making it for nobody.” He noted that Netflix’s biggest international success, Squid Game, thrived because of its distinctly Korean essence, proving the importance of appealing to local sentiments before seeking global acclaim.
Netflix is also unique among global platforms for dubbing and subtitling in over 40 languages, increasing accessibility to international productions. This strategy appears effective, as the share of non-English-language content viewed on the platform has risen from less than 10% a decade ago to over a third today.
Despite its vast reach, Netflix faces challenges from European regulations. Larry argued that outdated rules discourage investment and risk-taking essential for industry growth and supporting local talent. He urged policymakers to create incentives for investment while allowing creators the freedom to tell their stories. He warned that restrictive funding obligations might lead to unsustainable productions that fail to attract viewers.
The Big Question is a Euronews Business series featuring discussions with industry leaders on pressing topics. Watch the video to see the full discussion with Larry Tanz.
