What Newtral does

Newtral Media Audiovisual S.L.U. is a privately-held Spanish journalism, fact-checking, and technology company founded in January 2018 by journalist Ana Pastor and headquartered in Madrid (Calle Vandergoten 1; CIF B-87938304). The company operates three integrated business lines. First, an audiovisual production business that produces weekly television programs for laSexta (El Objetivo, Dónde Estabas Entonces, Generación Top, Asesinas, Conspiranoicos) and feature documentaries for Netflix (Nevenka), HBO España (Sueño Real), Filmin (Origen), and Atresplayer (Los Borbones: una familia real). Second, a fact-checking and public-accountability platform at Newtral.es, augmented by three free sub-products: Transparentia (a searchable database of approximately 23,000 public sector salaries), Parlamentia/ParlamentiaUE (legislative tracking for Spain and the EU), and a direct-to-consumer WhatsApp verification service (Spain's first on-demand verification hotline). Third, a technology and education franchise, including AI verification tools TheCheck and NERD, the media-literacy program Newtral Educación with university partners, and an independent engineering spinoff, Inaria Labs and Technologies, formed in January 2024 to commercialize the underlying AI monitoring toolkit.

The revenue model is a multi-stream hybrid: B2B content commissions from broadcasters and streamers (professional services), recurring platform fact-checking partnerships with Meta (Facebook, Instagram, Threads, WhatsApp) and TikTok — where Newtral holds exclusive sole-partner status in Spain — and licensing/grant revenue from EU-funded research projects (IBERIFIER+, EuroClimateCheck, HYBRIDS, DoCHECK! Erasmus+). The company reported €4.7 million in FY2024 operating revenue (down 8% from €5.1M in FY2023) and €61,088 net profit, with a 63-person team anchored in indefinite contracts (53 of 63), no disclosed external funding, and complete editorial and financial independence under sole-shareholder Ana Pastor. It was the first Spanish signatory of the International Fact-Checking Network (IFCN) at Poynter in 2017 and is a member of the European Fact-Checking Standards Network (EFCSN), where it serves as a mentor organization for the EFCSN Fact-Checking Incubator. It operates no public mobile application and discloses no pricing models; consumer-facing services are free.

Customers span five named segments: general public (free WhatsApp and web verification), technology platforms (Meta, TikTok, Google as fact-checking and content-integrity partners), media and broadcasting (Atresmedia/laSexta, Netflix, HBO España, Filmin, Atresplayer for content commissions), education (Edelvives for classroom resources, Universidad Complutense de Madrid for joint courses), and a long-tail of EU institutional partners. The technology stack couples in-house NLP tooling (TheCheck, NERD) with third-party AI detection APIs from OpenAI (SynthID), Hive Moderation, and Google Gemini for AI-generated content identification, layered over proprietary Spanish-language data assets accumulated since 2018. Go-to-market combines product-led consumer access (no pricing, free consumer funnel), channel/partner-led platform monetization (Meta, TikTok), direct enterprise sales for content commissions, and government/grant-funded distribution via EU research programs.

Name

Newtral

Legal name

Newtral Media Audiovisual S. L. U.

Website

https://newtral.es

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

Newtral is a Madrid-based Spanish journalism and technology company founded in 2018 by Ana Pastor that produces audiovisual content for laSexta, Netflix, HBO España, Filmin, and Atresplayer, runs an IFCN-certified fact-checking platform (Newtral.es) with free public-services including a WhatsApp verification hotline, transparent salary database, and EU legislative tracking, and develops proprietary AI verification tools and media-literacy education programs.

Ownership category

akta.pro rank

Product category

Fact-checking and Verification Journalism

NAICS

Television Broadcasting Stations (51612), Broadcasting and Content Providers (516)

SIC

Television Broadcasting Stations (4833)

akta.pro primary industry

News Magazine & Investigative Journalism Channels (MPABAIAG)

akta.pro secondary industry

News & Media Comment/UGC Moderation (Comments, uploads, livestreams) (BPAAALAJ)

Keywords

• Fact-checking services
• Disinformation detection
• Audiovisual production
• Media literacy education
• Verification technology

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Audiovisual Production: Production of television programs for laSexta (El Objetivo, Dónde Estabas Entonces, Generación Top, Asesinas, Conspiranoicos) and documentaries for streaming platforms (Filmin, Netflix, HBO, Atresplayer)
2. Platform Partnerships: Partnerships with Meta (Facebook, Instagram, Threads, WhatsApp) and TikTok for fact-checking services, reducing disinformation on their platforms in Spain
3. European Innovation Funding: Participation in EU-funded research and innovation projects including IBERIFIER+, EuroClimateCheck, HYBRIDS, and DoCHECK! Erasmus+ programs

Go-to-market motion2 records

Distribution channels8 records

Marketing channels8 records

Core offering

Newtral is a Spanish journalism and technology company that produces audiovisual content (TV programs for laSexta and documentaries for Netflix, HBO, Filmin, and Atresplayer), operates a fact-checking platform (Newtral.es) with data portals Transparentia (public salary database of ~23,000 officials) and Parlamentia (legislative tracking), and develops AI-powered verification tools (TheCheck, NERD) through its spinoff Inaria Labs. The company serves as Spain's leading independent fact-checker and is the first Spanish IFCN signatory.

Product overview

Newtral is a Spanish journalism and technology company founded in January 2018 by journalist Ana Pastor, operating across three business areas: (1) audiovisual production of TV programs (El Objetivo, Dónde Estabas Entonces, Asesinas, Conspiranoicos for laSexta, plus documentaries for Netflix, HBO, Filmin, and Atresplayer); (2) a fact-checking platform (Newtral.es) that publishes verified claims, debunked fakes, and explanatory content, supplemented by data portals Transparentia (public salary database) and Parlamentia/ParlamentiaUE (legislative tracking), plus Newtral Educación (media literacy); and (3) AI-powered technology innovation including verification tools TheCheck and NERD, the WhatsApp Verification Service for on-demand fact-checking, and the spinoff Inaria Labs and Technologies for disinformation analysis and monitoring tools.

Differentiator

Problem solved

Functional benefit

Brands

• Transparentia: Database of public sector salaries aggregating nearly 23,000 people, with free access for users.
• Parlamentia
• Newtral Educación

Products and services

• Newtral.es Fact-Checking Platform A Spanish fact-checking platform publishing verified claims, debunked misinformation, and explanatory content organized into fact-checks, fakes, and 'Nos preguntáis por' (audience Q&A) sections; free access for the general public.
• Transparentia A free searchable database of salaries for approximately 23,000 public officials, enabling citizens to look up government employee compensation and promoting public sector transparency.
• Parlamentia A portal explaining how laws are made in Spain, expanded via ParlamentiaUE to track EU-origin legislation in partnership with the European Parliament Office in Spain.
• Newtral Educación A media literacy and critical thinking education program for schools, universities, and training spaces, including workshops, hackathons, Verificatón electoral competitions, and alliances with educational publisher Edelvives for classroom resources.
• WhatsApp Verification Service Spain's first on-demand WhatsApp fact-checking service allowing users to submit suspicious messages, links, images, or videos for investigation by Newtral's verification team via +34 627 280 815.
• El Objetivo A flagship investigative journalism TV program hosted by Ana Pastor, aired on laSexta, covering politics and current affairs with fact-driven reporting.
• Dónde Estabas Entonces A documentary series produced for laSexta where anonymous witnesses recount significant historical moments they experienced.
• Asesinas A true crime documentary series produced for laSexta.
• Conspiranoicos A documentary series produced for laSexta examining conspiracy theories.
• Generación Top A TV program produced for laSexta.
• Nevenka A documentary produced for Netflix about the Nevenka case.
• Sueño Real A documentary produced for HBO.
• Origen A film produced for Filmin.
• Los Borbones: una familia real A documentary produced for Atresplayer.
• Inaria Labs and Technologies An independent technology spinoff company created in January 2024 to expand, improve, and commercialize the AI-powered disinformation analysis and monitoring tools (including TheCheck and NERD) developed by Newtral's engineering team.

Quantifiable outcome

• 35.6% market share of Spanish fact-checking during 2024 European Parliament elections
• +2 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability7 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Meta (Facebook, Instagram, Threads, WhatsApp)coreChannel Partner/ Reseller/ DistributorThird-party fact-checking partnership where Newtral reduces disinformation on Meta platforms in Spain. Newtral works to limit the spread of false information across Facebook, Instagram, Threads, and WhatsApp as part of Meta's global fact-checking program.
• TikTokcoreChannel Partner/ Reseller/ DistributorFact-checking partnership for TikTok's safety program. Newtral is the only Spanish team working as a TikTok safety partner, verifying content and debunking misinformation on the platform.
• IbercheckcoreStrategic or Co-development PartnerAlliance of media organizations and fact-checkers from Spain and Portugal to combat disinformation. Cofinanced by the European Union.
• IBERIFIER+ (EDMO)coreStrategic or Co-development PartnerIberian Observatory for Disinformation part of the European Digital Media Observatory (EDMO), analyzing and tracking disinformation in Spain and Portugal with EU funding.
• European Fact-Checking Standards Network (EFCSN)coreStrategic or Co-development PartnerNewtral is a member and mentor organization in the EFCSN, participating in the Fact-Checking Incubator program to support emerging fact-checkers in Central and Eastern Europe.
• EdelvivesminorStrategic or Co-development PartnerAlliance with educational publisher Edelvives to bring disinformation literacy directly to classrooms through adapted educational resources for students and teachers.
• Inaria Labs and TechnologiescoreTechnology or IntegrationIndependent technology company created in January 2024 to expand, improve, and strengthen AI-powered analysis and monitoring tools against disinformation developed by Newtral's engineering team.
• EuroClimateCheck (FactCRICIS)minorStrategic or Co-development PartnerEuropean project focused on climate disinformation verification, part of Newtral's participation in EU-funded innovation programs.
• HYBRIDSminorStrategic or Co-development PartnerEU innovation project in which Newtral participates for disinformation research and technology development.
• DoCHECK! Erasmus+minorStrategic or Co-development PartnerErasmus+ program for media literacy and verification skills development across European educational institutions.
• ParlamentiaEU / European Parliament Office in SpainminorStrategic or Co-development PartnerPartnership to expand Parlamentia's coverage of EU legislation adoption in Spain, explaining European regulatory processes.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Maldita.es: Spain's other leading independent fact-checking organization, holding 28.9% of Spanish fact-check output during Elections24Check versus Newtral's 35.6%. Both run WhatsApp verification, IFCN-compliant methodologies, and media-literacy education programs in Spanish, competing directly for the same platform and EU funding relationships.
• EFE Verifica: Fact-checking unit of Spain's EFE news agency, IFCN signatory and Spanish-language verification competitor. Operates a similar hybrid model (wire service plus dedicated fact-check desk) and competes with Newtral for Spanish-language verification reach and platform partnerships.
• Newtral España (Iberian sister): Reference is itself; among Spanish fact-checkers, AFP Factual (via AFP) and Reuters Fact Check are the closest international analogues for wire-style verification output and platform partnerships.
• Full Fact: UK-based AI-driven fact-checking charity and IFCN signatory. Develops automated verification tools (similar to TheCheck/NERD) and works with Meta and TikTok, making it the closest international peer for both the methodology and the technology roadmap Newtral is pursuing through Inaria Labs.
• Maldita.es (educational arm) / Verificatú: Maldita's media literacy initiative directly competes with Newtral Educación for Spanish schools, universities, and Edelvives-style publisher alliances. Comparable in targeting students and teachers with disinformation literacy curriculum.

Broad incumbents

• Atresmedia (laSexta): Newtral's largest broadcasting client and parent of laSexta, where El Objetivo and four other Newtral-produced shows air. As a major Spanish commercial broadcaster, Atresmedia is both Newtral's key customer and an incumbent media group that could in theory internalize fact-checking content production.
• RTVE: Spain's public broadcaster, which runs its own verification work and competes indirectly with Newtral for audience attention and commission budgets for investigative/political content across TV and digital. A broad incumbent with overlapping capabilities.
• Factiva (Dow Jones): Dow Jones-owned research and verification platform providing news, company, and misinformation monitoring to enterprises. A broad incumbent with overlapping capabilities in content verification and fact-checking intelligence that competes for platform and enterprise verification budgets.

Emerging players

• Inaria Labs and Technologies: Independent spinoff of Newtral (January 2024) commercializing TheCheck, NERD, and other AI verification tools. Closely linked but operates as a separate B2B technology company with potential to sell into other fact-checkers and platforms across Europe.
• Logically: UK-based technology company combining AI-driven misinformation detection with human verification services. Comparable to Newtral's hybrid approach (tech + editorial), focused on enterprise and government clients, and a credible competitor in the EU RegTech and verification tooling space Inaria Labs is targeting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/newtral
• YouTubeyoutube.com/@Newtral_
• Facebookfacebook.com/newtralmedia
• LinkedInlinkedin.com/company/newtral_media
• Instagraminstagram.com/newtral
• TikToktiktok.com/@newtraltiktok?lang=es

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Newtral