In recent years, streaming content platforms have multiplied, allowing new movies and TV shows to debut, and be screened in different countries. For instance, almost 218 million people worldwide are currently subscribed to Netflix, with more than half of them located outside the United States.
According to a 2019 report, around 90% of the most-watched titles in countries where English is not the native language include English dialogue or subtitles. Although written in English, this material has been adapted for an international audience.
So, what made Netflix so popular around the world?
They localized their content for use internationally. It is as simple as that. With a focus on giving its international audience high-quality translations and localization services, the company has over 35 subtitle translation teams and over 40 language dubbing studios worldwide.
But why exactly is it so focused on localization? In this article, we will look at why translation and localization are vital to the growth of the streaming service industry.
Streaming Services and The Importance of Translation and Localization
If you have been wondering why you should work towards and invest in translation and localization of your streaming service, here are some of the reasons that will help settle your confusion.
Relevancy And Cultural Sensitivity
Streaming services cannot be culturally sensitive and relevant without translation and localization. Failure to consider regional differences in cultural norms and practices can lead to cultural insensitivity and alienate or offend viewers.
However, incidents of insensitive localization attempts have caused outrage and poor press for the streaming service. For example, in 2017, Netflix presented a Spanish dub of the hit Japanese anime Death Note. There were some translation errors in the Spanish dub, including slurs and insensitive language. Spanish-speaking audiences were outraged and felt the platform was insensitive to their culture.
On the other hand, localization that considers cultural norms might improve the service for everyone. When a streaming service localizes its content, it can ensure it is suitable for the target demographic and does not offend cultural norms. By doing this, we can reduce the chances of someone feeling offended or misunderstood due to a communication gap caused by cultural differences.
For instance, Disney+ has been applauded for its careful localization to other cultures. In addition to offering Arabic subtitles for the film “Aladdin,” the platform also provided Hindi subtitles for “The Lion King.” This has improved the overall quality of the Disney+ service by making it available to more people.
The platform’s content becomes more relevant and approachable to the audience thanks to localization, which also helps accommodate local tastes and preferences. Streaming services can reach more people and encourage a more comprehensive understanding of different cultures if they put resources into translation and localization.
Reach a global audience
As the streaming service sector develops and enters new regions, the importance of translation and localization for worldwide success will only increase. Platforms can increase their user base and appeal to users outside of the English-speaking world by publishing content in regional languages.
Localized platforms are best prepared to appeal to users since the material is tailored to their cultural norms. By making content available in the user’s native tongue, localization can boost usability in other areas, such as navigation and search.
Streaming platforms such as Netflix, Amazon Prime Video, and Disney+ have emerged as major players in the entertainment industry. This expansion can only be maintained if they continue to provide regional audiences with content in regional languages.
For instance, Netflix serves customers in more than 190 territories and boasts 209 million users throughout the globe. Due to the platform’s multilingual content, it can attract users from all over the world.
In addition, Netflix has now localized its interface so that customers may watch shows and movies in their native tongue and receive suggestions suited to their viewing patterns. Those who do not speak English can still enjoy the content because subtitles and dubbing are available in various languages.
Enhance User Experience
Successful streaming services cannot be created without a high-quality user experience (UX). Platforms that stream media and are simple to use will attract and retain more viewers. However, delivering a unified user experience is difficult because individuals worldwide speak different languages.
The streaming service’s interface, content, and customer assistance must be translated, and localized to provide a consistent user experience in multiple languages. Streaming services face a difficult challenge in achieving this goal, as they must account for regional and linguistic variations to provide an optimal user experience anywhere, they operate.
But improving the user experience is a major reason to invest in translation and localization. Users will have an easier time using the streaming service if the UI and the content are adapted to their language and culture. This can increase engagement and retention, leading to a more prosperous streaming business overall. For example, Hulu’s subscriber base has grown significantly since the company began investing in localization initiatives, including content with different language and subtitle options.
Hence, streaming services can expand their user bases and become more welcoming by making their material available in various languages.
Cost-Effective Marketing
Streaming services can save money on marketing by refining the target audience with their ads and promotions with the help of translation and localization. By making their ads and promotional materials specific to each region, streaming platforms can personalize their message to their target consumers and increase their chances of success.
For example, a streaming service that provides content in Spanish might effectively advertise its service by using localized promotional material in Spanish-speaking regions. This allows them to save a considerable amount of money.
Meet legal and regulatory requirements
Translation and localization are important in helping streaming services meet legal and regulatory requirements. For instance, the European Union’s Audio-visual Media Services Directive mandates that 30 percent of all streamed material originate within the EU and that all platforms include subtitles and dubbing in the native language of each EU member state.
Streaming services must follow the rules regarding language, content censorship, and ratings. For example, streaming services need to comply with the Middle East’s severe censorship rules prohibiting the broadcast of explicit language. To ensure that, they need to stream altered versions of their content with alternative camera angles or scene edits that do not go against legal and regulatory requirements.
Knowing the local legal requirements for streaming services cannot be overstated. Not knowing or following them could end up streaming services and losing finances and reputation. So, they need to consult with their legal departments frequently to ensure they fully comply with all applicable rules and regulations wherever they operate.
Conclusion
Translation and localization are important in the streaming service industry for several reasons. It helps businesses save on marketing expenses, provide a better user experience, expand their customer base, and meet regulatory standards. As a result, their streaming service may get more viewers and subscribers from all around the world.
Failing to translate and localize content can lead to lost revenue, offended customers, legal trouble, and a bad user experience. Streaming media producers must focus on translation and localization to compete globally.
Streamline Your Localization Efforts with Translation Source
Regardless of the genre of your streaming service, you need localization if you are planning to expand globally. But if the translation goes wrong, you could end up at a loss, and your reputation will be at stake. So, who should you trust to localize your content effectively?
At Translation Source, we have experienced linguists and translators with years of experience creating sector-specific translations that are accurate and respectful of the target culture.
