ac2ality and act2ality forge a strategic alliance with atresmedia
ac2ality sl, the Madrid-based outfit behind the popular act2ality TikTok profile, has announced a commercial collaboration with atresmedia. The group, started by four young Madrid natives who describe their mission as translating newspapers for a broader audience, aims to broaden its reach while preserving its distinct editorial voice.
In under three years, act2ality has grown into the most-followed news profile in Spain. Recent figures from the Reuters Institute place it as the second most-followed information profile on TikTok in Europe, behind only the Daily Mail. On the global stage, act2ality ranks among the top five, ahead of several major U.S. outlets in visibility. The new alliance with atresmedia signals a path to stronger recognition and engagement beyond the TikTok ecosystem.
Under the agreement, atresmedia will manage ac2ality’s advertising operations and assist in amplifying content across its media network. The deal also includes a minority stake for atresmedia, allowing both parties to collaborate while preserving act2ality’s independence. The arrangement seeks to explore new formats and revenue streams beyond traditional advertising, leveraging atresmedia’s media assets to reach a wider audience.
Sources close to the negotiations, cited by El Periodico de España, part of the Prensa Ibérica group, note that the collaboration will boost act2ality’s exposure in traditional media and open a pathway for atresmedia to explore opportunities in television production and distribution. The move aligns with a broader strategy to diversify beyond digital ad revenue and expand the social media footprint through a stronger multimedia presence.
The Madrid-based, women-led platform founded by act2ality’s team aims to increase visibility by tapping into atresmedia’s communication network. The partnership is framed as a vehicle to accelerate growth while maintaining the original voice that followers trust for concise, quotable news summaries.
Within ac2ality’s leadership, figures such as Maria Murillo, Gabriela Campbell, and Paula Muñoz are widely recognized. The daily workflow centers on five short videos, each around a minute, presenting translated news items with a focus on international politics. Daniela Álvarez serves as editor and is described as a pivotal figure, guiding editorial choices and overseeing daily press monitoring and the selection of notable pieces. In interviews, she notes that the team consciously quotes primary sources to aid follower understanding and credibility.
Álvarez is also noted as chair and a major stakeholder in four companies, having played a central role in registering ac2ality in late 2020. Wonderland Capital SL joined as a partner at that time, holding a share of the venture. Wonderland Capital is associated with Luis Álvarez, a Madrid-based entertainment entrepreneur with interests spanning theater management, arts subscription programs, and production for popular local shows. Several of ac2ality’s ventures share a registered address with Álvarez’s enterprises, including a residence in Las Rozas.
ac2ality began as a capital increase of 264,000 euros, funded by new investors and directed to reserves to seed early operations. While exact turnover in subsequent years has not been publicly disclosed, the founders indicated that the company could sustain activity through advertising revenues previously presented as free information—a practice later described as misaligned with platform policies. According to Álvarez, the team has since reoriented its business model to include consulting and other collaborations with brands that do not rely solely on the main account.
During the huesca congress, Muñoz suggested that ac2ality might join a larger group, though she did not name a specific partner. The ongoing atresmedia initiative aligns with the media group’s strategy to diversify its portfolio and invest in innovative ventures. This development runs parallel to atresmedia’s acquisition of WaysNabox, a notable Spanish operator in the surprise and gift-trips niche.
The venture ecosystem within atresmedia has been active since 2012, with leadership under Javier Bardají. The group has pursued a model focused on equity investments to diversify income beyond reliance on advertising. Since entering venture capital, atresmedia has committed resources to more than thirty startups, including recognizable names such as Wallapop and Emagister, with a focus on eventual strategic exits and solid profitability.
The ac2ality partnership stands as a notable example of cross-media collaboration, using digital influence to connect audiences with traditional media strengths. Followers can anticipate enhanced content distribution, more brand collaboration opportunities, and a broader platform for the original translators of daily news to reach larger audiences across Europe and North America in the future. [Citation: El Periodico de España; Prensa Ibérica group; industry interviews]