Localization Services: Netflix’s Strategy for Global Success

Most of you might have a particular app on your mobile phones—a black logo with a red-colored N, and it opens with a “tudum” sound effect!

Yes, Netflix, the global streaming giant, was once a DVD rental service! Up until 2010, Netflix used to rent DVDs to their subscribers; however, looking at rapid technological evolution, the company decided to enter the streaming industry.

Faced with stiff competition at every stage, Netflix gradually started its journey into global dominance, expanding into 190 countries and boasting over 300 million subscribers. Apart from the culturally impactful shows, Netflix has added a “secret ingredient” of localization to its services that fueled its success.

In this blog, we will explore how Netflix capitalized on localization and gained global recognition.

Why did Netflix Adopt Localization?

Before we explore “the how,” we need to look into “the why.” Netflix recognized early on that technology would eventually become widely accessible. It needed to amass subscribers from diverse countries to stay competitive, and merely translating its content wasn’t going to be enough.

The company needed to implement successful video localization, which involved:

• Adapting storylines and dialogues according to different cultures.
• Translating the language but also adding popular local references to it.
• Tweaking their app interface to make it easily usable in different regions.
• Ensuring legal and cultural sensitivities with reference to shows, humor, and profane language.

By partnering with a professional localization company, Netflix ensured its content became a truly immersive experience for the global audience.

A Two-Step Journey of Netflix’s Localization Story

Netflix’s journey across geographical boundaries can be explained using a two-step approach. The company created a comprehensive plan over the years and made sure its exemplary localization services were cementing the global footprint.

Step 1: Testing the Waters

Netflix, a U.S.-based company, made its first international leap to Canada in 2010. This was followed by successive expansion into other English-speaking countries. It was a smart move indeed, as the language translation became minimal; however, they still needed to ensure cultural relevancy.

Netflix concluded two things from their initial phase:

• Multilingual subtitle services were essential, regardless of the region.
• User experience needs to be prioritized, so app localization was vital.

Step 2: Extensive Global Expansion

After successfully navigating the English-speaking countries, Netflix turned its attention to other regions—specifically the ones with growing economies, like India and China. They invested heavily in producing local originals and customizing their English content. Netflix went a step beyond subtitling and added dubbing to their content to ensure a wider reach.

Furthermore, the company started focusing on culturally driven local ads to attract new, native users.

The following case study will help you understand how Korean localization services helped Netflix create a global phenomenon.

The Localization Triumph of Squid Game

Squid Game is Netflix’s most-watched TV series ever. It’s quite astonishing that the most popular TV show of an American company is in the Korean language. It is also a prime example of the power of professional localization services.

• As the show was created in South Korea, Netflix added accurate subtitles in more than 30 languages.
• They even dubbed the show in several commonly spoken languages to ensure wider reach.
• They translated marketing content, like posters, ads, and social media campaigns, for higher engagement in different regions.
• The Netflix app was localized to gain new subscribers.
• Netflix even launched a video game in their app (a practice they have been doing since) to attract younger audiences.

The Result:
This comprehensive localization made a culture-specific, foreign-language show like Squid Game turn into a global hit.

Just like Netflix, several brands use localization services. One particularly interesting event these brands use localization for is during April Fool’s Day. Click here to know more: Localization Services and April Fools’ Day: A Surprising Connection!

Some Localization Tips that Can Be Learned from Netflix

From the near-perfect localization approach of Netflix, the following things can be learned:

• By culturally adapting your content, you can ensure higher viewership from native audiences.
• Professional subtitling services are essential to cater to global audiences; they also enhance content retention.
• Dubbing and voice-over services into multiple languages improve viewer experience, making your content globally renowned.
• App localization for app-based content is vital to enhance the functionality of region-specific apps.

Reliable Partner in Localization Services

Netflix’s successful localization services focus on a very important point: for global expansion, it is important to offer content that is linguistically accurate and culturally relevant. Any brand aiming to replicate Netflix’s global success needs trusted localization agencies, like Somya Translators. As India’s top ISO 17100:2015 certified agency, we offer comprehensive translation, localization, and other linguistic services.

We are the preferred language partner of global brands because of

• Expert Linguists: Our linguists are native and highly skilled with deep industry knowledge.
• Customizable Solutions: We cater to diverse sectors and tailor our services for higher client satisfaction.
• Budget-friendly Solutions: We offer a free and honest quote according to the client’s requirements.
• Complete Data Security: We enforce strict privacy protocols to ensure no leak of any information.

So, whether you want to expand your brand or enhance your content’s global appeal, trust Somya Translators to overcome linguistic and cultural complexities.

Let’s explore how we can meet your linguistic requirements. Contact us today to get a free quote!