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“It is important to match Spanish and American talent to produce stories that cross borders”

Secuoya analyses industry challenges and opportunities at Content Americas 2025

Secuoya Content Group travelled to Miami to attend the third edition of the prestigious Content Americas market, which took place from 20 to 23 January at the Hilton Miami Center. This international event connects the content business in Latin America and the United States with the rest of the world, opening the industry calendar with the presence of the most important executives, creators and audiovisual production studios, including Secuoya Studios.

Raúl Berdonés, president of the Secuoya Content Group, explained the opportunities and challenges that the sector’s development is currently presenting to its professionals. “The sector has always been in constant evolution; we don’t know what it means to work in a situation of long-term stability. We are used to ups and downs in business models, but these undoubtedly represent opportunities to grow and continue producing as before. In our experience, we do not share the perception that production has declined significantly. In countries such as Spain and various regions of Latin America, production levels have remained stable” says Berdonés.

 

In his participation, he also discussed the impact of the business experienced in recent months and what the future looks like in a constantly changing world. He was joined by leading industry peers Marta Ezpeleta (The Mediapro Studio), Javier Pons (Telemundo Studios) and Samuel Duque (TYS Productions). Industry leaders explored the changes that have transformed the content landscape in Latin America, the US Hispanic market and Spain. “We have gone from a stage where costs had almost doubled to a more balanced situation. This context requires us to be attentive and optimise resources along the entire value chain. Our multi-selling model continues to be a key tool for growth, not only because of the reduction in production costs, but also because of the openness to share windows”, Berdonés emphasised.

Participants also discussed the increasingly prominent role of artificial intelligence and the rise of the maker economy. In this context, Berdonés stressed: “I firmly believe that artificial intelligence will be a complement to drive process improvements, and creative talent will remain intact. The reality is that, for now, much remains to be discovered, but this technology will undoubtedly be a valuable tool to optimise processes and raise the quality of the final content. However, it can never replace great stories, which will continue to be the hallmark of great creators”.

Direct-to-consumer platforms

Commenting on the rise of content on YouTube, Berdonés pointed out that this platform represents an opportunity for studios and producers who retain the intellectual property rights to their content, offering a second life beyond broadcast on traditional streaming platforms and TV channels, with the potential to reach new audiences and maximise their long-term value.

The importance of authentic and representative storytelling as a key differentiator in a global marketplace was also highlighted. Executives agreed that cross-border collaboration is essential to create stories that transcend borders. Berdonés said: “It is important to bring together Spanish and American talent to produce stories that fly and cross borders. Spain plays a very important role in production and we are on a par with any American studio”

Secuoya Content Group also reaffirmed its commitment to the international market by highlighting that its goal for 2025 is for 30% of its productions to be in English. “This is a natural step in the evolution of the studio. We have an office in Los Angeles headed by James Costos, who connects American talent with Spanish talent. Every day more and more, the content is great stories, but also good fiscal structures”,  Berdonés pointed out.

The panel concluded with optimistic predictions about how creativity and cross-border collaboration will continue to redefine the Latin American and Hispanic entertainment landscape, consolidating it as a major player in the global industry.

Secuoya Content Group
Secuoya Content Group