The definition of "popular media" in Spain and Latin America has been redefined by digital content creators. Spain has become a central hub for the "YouTuber phenomenon," with creators transitioning from hobbyists to major audiovisual producers.

The primary driver of the resurgence in Spanish popular media is streaming. Platforms like Netflix, Amazon Prime Video, and Apple TV+ have invested heavily in Spanish-language original content, recognizing the massive engagement potential.

These creators understand that is a two-way street. They solicit fan theories during live streams, turning passive viewers into active participants. When TheGrefg dedicated an hour to dissecting the multiverse implications of El Ministerio del Tiempo , he generated over 3 million views and hundreds of fan-created wiki pages within days.