How A Niche Argentine Comic Became Netflix's Newest Success

NOTE: This article is part of a short series written in collaboration with Argentine authors, exploring Media & Entertainment in Latin America and inspired by the recent success of El Eternauta, Netflix's newest global hit.

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El Eternauta, Netflix's new sci-fi show from Argentina, rose to no. 1 on the platform's Global Top 10 within the first week of release, becoming one of the most-watched non-English-language series of the season. Based on Héctor Oesterheld’s iconic Argentine graphic novel, the show reflects a strategic alignment between streaming platforms and localized cultural heritage that is largely responsible for its success - paired with a gripping narrative and high production value.

Like in most places, Latin American audiences seek stories that resonate with their historical memory and national identities. In this sense, Netflix hit the bullseye: it leveraged these important insights not just to predict consumption patterns but to shape them. The adaptation of El Eternauta taps into national pride, historical memory of extremely complex political periods, and a cultural sense of survival and resilience that comes from it - all disguised within an apocalyptical allegory.

This Netflix success story illustrates how choosing culturally significant narratives can drive engagement, revealing how identity-driven consumption has become central to digital media strategies.

An Eternal Snowfall That Conquers Streaming

It may be a surprise to some that El Eternauta, the comic born in the 1950s, is just as relevant today - but not to those familiar with the story and what's behind it. There are things Argentinians carry in their blood: amongst them, a passion for soccer, mate, heated debates at the family table, and that constant feeling of survival. What is surprising to a people who are not used to hearing these stories be told on a global stage, perhaps, is how streaming platforms understood it, too.

A Community Hero

El Eternauta tells the story of Juan Salvo, an ordinary man who, along with his friends, tries to survive a deadly snowfall in an apocalyptic Buenos Aires invaded by mysterious forces. What’s revolutionary about El Eternauta in its “superhero” story is its proposal of a collective hero. The epic is not about individuality, glory, or impressive stunts - but about community. And that is a cultural reflection of Argentina, a country that has learned, through pain and pride, to weave networks to resist. From the Mothers and Grandmothers of Plaza de Mayo to the district assemblies of 2001. The ideal Argentine hero, just like Salvo, doesn’t survive alone.

Streaming Platforms Read the Story Too

Over six decades after the comic's creation in the dawn of a totalitarian regime, by an author whose own experiences under repression inspired its vision, the Netflix production El Eternauta continues to shake its main consumer base, and stretch to wider audiences. It’s no coincidence that Argentine series like The Kingdom (Netflix) and Iosi, The Regretful Spy (Amazon), both shows that explore the complex intersections of power, personal conflicts, and collective memory, reflect a similar phenomenon.  They mirror the social tensions and stories that, today, still deeply permeate Argentina, Latin America, and many other regions of the world.

Local Economic Impact

Beyond cultural impact, this story generated substantial material benefits not only to Netflix and its stakeholders, but to Argentina. The production of El Eternauta has contributed with millions of dollars to Argentina's economy, and marked a milestone for the country's audiovisual industry, generating hundreds of specialized jobs, and pioneering advanced digital techniques in Argentine cinema. This high level production positioned Buenos Aires as a growing hub for a new level of technological advances in filmmaking in Latin America.

And it's not just about the screens. Following the TV adaptation, demand for El Eternauta’s original comic has surged despite its high prices, with sales spiking and publishers struggling to keep it in stock, reigniting local readers' interest in the iconic work and keeping.

Conclusion

The rise of El Eternauta is more than a testament to strong storytelling and cool effects. It marks a turning point in how digital platforms approach global content, especially those not centered around the global north. By investing in narratives rooted in cultural identity and complex collective memory (that doesn't shy away from being critical and, sometimes, even controversial), platforms like Netflix are not only securing local loyalty but also introducing international audiences to voices that were once confined to national borders.

This trend reveals a shift in consumption where viewers are increasingly drawn to stories that reflect their own histories and values. In amplifying these local legacies, streaming platforms are not just adapting to culture, they're actively curating it, and creating real, meaningful impact.