Amazon MGM is going bigger on Spanish-language action and genre projects, two of its top international executives said at the Iberseries & Platino Industria conference in Madrid.
Javiera Balmaceda and Nicole Morganti pointed to "Zeta" in Spain and "Venganza" in Mexico as examples of the streamer taking larger swings on non-English titles. The two spoke candidly about how Amazon decides which international projects get the green light.
Morganti, Prime Video's head of international originals for Italy and Southern Europe, said the company's regional teams stay in constant creative contact, swapping scripts, casting ideas and talent across borders.
"We share talent globally — actors, creators, writers and authors," Morganti said.
The comments signal how Amazon is rethinking its international strategy. Rather than treating each market as a separate silo, the company is pooling resources and creative talent across regions to compete with rivals like Netflix and Disney+, which have made similar pushes into local-language production.
Spanish-language content has become a key battleground for streamers. Mexico, Spain and Argentina have deep production industries and large audiences both at home and in the U.S., where Spanish-speaking viewers make up a growing share of streaming subscribers.
Amazon has already invested heavily in the space. Its Spanish originals include "El Cid" and "La Que Se Avecina," while Mexican productions have ranged from comedy to crime dramas. The shift toward action and genre marks a move away from the smaller, prestige-driven projects that once defined its international slate.
Balmaceda, who leads Amazon MGM Studios' Latin America originals team, has overseen titles including "Iosi, el Espía Arrepentido" and "El Fin del Amor." Morganti has backed Italian hits like "The Bad Guy" and "Bang Bang Baby."
The Iberseries & Platino Industria conference, held annually in Madrid, draws executives, producers and creatives from across Spain, Latin America and the U.S. It has become a key meeting point for the Spanish-language film and TV industry.
The push for scale comes as streaming platforms face pressure to grow subscriptions in mature markets. Local-language hits can travel across borders — a Mexican action film can find viewers in Spain, Argentina and U.S. Latino households — making them more cost-effective than English-language originals aimed at a single market.
Neither executive announced specific release dates or budgets for upcoming projects. But their remarks made clear that Amazon sees Spanish-language genre content as a core part of its global strategy, not a niche offering.
