How does a TV show or a film shot on the other side of the world become a viral sensation in your region? Squid Game is the perfect example. A show filmed in South Korea became a global hit within days of its release. Yes, compelling writing and excellent performances play a vital role in this success, but is that all? Netflix says no, there is more to it. Streaming giants like Netflix work with localization services to carefully derive a strategy that makes their show a global hit.
By adapting small details according to different countries, Netflix can take a show made for one specific region and turn it into a massive global hit.
Let us look at how they do it in a simple, step-by-step way in this blog.
Localization vs. Internationalization: The Key Differentiators
When Netflix wants to go global, it generally starts by translating the language of its content. However, they don’t just copy and paste it into a regular translation. They carefully examine two aspects: the tech side and the cultural side, also known as localization and internationalization.
- Internationalization (The Tech Side): This is where the background work is done, mainly by software engineers. They prepare the platform so that it can handle different languages, scripts, and payment gateways without crashing.
- Localization (The Cultural Side): This is the process of making changes in the content to make it more suitable for different regions. For Netflix, this means changing some words, adapting the humor, adding regional slang, and ensuring compliance with local laws.
What Role Does Translation Memory Play?
Localization services that work with Netflix deal with thousands of hours of video, which ends up taking a lot of time. To speed up the process without making mistakes, localization services often use a smart tool called translation memory.
A translation memory is a database that continually records and stores translated and approved phrases and terms. So, when a human translator works on the sequence of a previously translated show, the system automatically retrieves the saved data to speed up the entire process.
This helps localization services in three distinct ways:
- Keeps Consistency in Translations: Translation memory ensures that character names, catchphrases, and specific slang are consistent across the entire content.
- Saves a Lot of Time: The database systematically provides previously used translations, which helps the localization team work more efficiently.
- Lowering the Total Cost: As the team doesn’t have to translate the whole thing over and over again, it saves a lot of cost for Netflix.
It is important to keep in mind that though localization services regularly utilize translation memory, they don’t entirely rely on it. Professional services ensure that each translated phrase is reviewed by an expert human linguist before finalizing the file.
Netflix’s Smart Plan for International Growth
Netflix doesn’t make hasty decisions. It carefully plans and executes different stages of its plans to ensure systematic global growth. This plan can be divided into three phases:
- Starting with the Known Regions: Initially, Netflix used to provide its content in the countries that speak English or share a very similar culture to the U.S. This helped them test their platform without worrying about localizing it.
- Adding More Languages: Once it has been ensured that the platform works, Netflix begins to add languages that are spoken in Europe, Latin America, and Asia. This stage requires collaboration with an expert language service provider (LSP) who provides subtitling, voice dubbing, and localization solutions.
- Creating Original Local Content: Once Netflix establishes its identity in different markets, it starts investing in creating local shows that can be taken to the global level. Netflix uses local voice artists and often works with professional transcreation services in India, Europe, and South America to create and promote regional content.
Did you know that many global companies, including Netflix, pay particular focus on Asian markets? This is because they realized the continent’s resounding potential before others. Check out our blog to explore the role of language translation services in helping companies enter and operate in Asian markets: Asian Language Translations: Shaping a Trillion-Dollar Market.
How Do Localization Services Help Netflix to Adapt Its Content?
Localization services use a strategic and multi-layered approach to customize the content for Netflix.
They don’t just translate the text but curate the entire viewing experience according to different regions:
- High-Quality Audio Dubbing and Subtitling Solutions: Localization services work with professional voice artists and subtitling experts to match the exact emotion, pauses, and energy of the content. Netflix uses two specific principles to ensure the best quality:
- Regional Preference: Netflix customizes its content according to regional viewing habits. For example, viewers from Latin America prefer voice dubbing, while Asian viewers prefer subtitles.
- Expert Help: Netflix relies on top localization companies to derive high-quality subtitles and dubbing solutions.
- Smart Script Transcreation: Instead of literal translations, professional LSPs who work with Netflix rewrite lines/dialogues to make them region-appropriate and more suitable for the new audience.
- UI Adaptation: Netflix relies a lot on surveys and data to ensure global success. Its localization strategy relies on:
- Algorithm: The platform suggests “what to watch next” to viewers, but this suggestion is curated according to the viewer’s preference and regional choices.
- Deep Localization: Netflix tries to localize as much as it can. This includes thumbnails, artwork, payment gateways, and app/website layout.
- Technical Innovation: Netflix maintains a comprehensive infrastructure to manage its huge linguistic data.
- Global String Repository: Netflix uses a single string repository that translates UI text and integrates it across devices.
- Automated Cataloging: As Netflix deals with several languages, they use specialized internal tools that allow localization services to verify all content across devices.
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Key Takeaways
Netflix’s localization strategy for global expansion does not just work for large-scale entertainment platforms but for any type of business.
Some key lessons we learn from Netflix and their utilization of localization services are:
- Plan your expansion early and focus on the tech side.
- Localize the entire experience and not just the text.
- Always keep human translators in the loop and never entirely rely on machine translations.
- Test your content before launch. This could be done by expert linguistic testing services.
You May Also Wonder
Q1) What are some regulatory challenges faced by Netflix during global expansion?
Ans. Netflix must strictly comply with regional laws and censorship rules. For example, in France, the local law dictates that Netflix can only stream content after 15 months of its theatrical release.
Q2) How does Netflix handle text expansion challenges for some languages like German and Spanish?
Ans. When English text is translated into German or Spanish, the text tends to expand by 30%. Professional LSPs working for Netflix use “pseudo-localization” to test interfaces and avoid text overlaps.
Q3) Is voiceover the same thing as audio dubbing?
Ans. While they may seem similar, there are some distinct differences between voiceover and audio dubbing. Voiceover is a narrative process where a single voice reads out the translation over the original audio. Dubbing completely removes the original audio and uses expert voice artists to match the tone and emotions of the original cast.
Find Trusted Localization Services Today
Replicating Netflix’s success and growing a business across the globe needs a blend of smart tech and language.
Somya Translators, a reliable and ISO 17100:2015-certified language service provider from India, can help you transform your local content for global audiences. By using advanced tools and working with an extensive network of human linguists, we are adept at providing high-quality, secure, and cost-effective language solutions.
Do you want to reach out to customers all over the world?
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