With the rise of digital broadcast platforms in recent years, new movies and TV series can be broadcasted and viewed in more than one country at the same time. For example, Netflix is spread across 190 countries and has more than 190 million subscribers. National borders and language barriers are no longer significant problems.
Netflix reported in 2019 that nearly 90% of popular content in non-English-speaking countries such as India, Japan, Sweden and Turkey consists of English content. Although the content is produced in English, it has been adapted for global markets.
Overview of Netflix's Localization Strategy
So how did Netflix achieve global success? For sure, it achieved this through content localization. That is, it redesigned and adapted local language content to new markets. Movie localization requires more than simple, word-for-word translations.
It's an important part of the translation process, but it's also about changing your content in a way that appeals to local audiences. Dialogue, narration, plot, visual references, and even post-production work may need to change to make your content understandable and applicable in a new context. Here are nine strategies to keep in mind for successful publication localization.
9-step localization strategy of Netflix for international streaming success includes: Market identification, gradual expansion, capturing international audiences, localization companies like ADH Translation, choosing between titles, subtitling and dubbing, dubbing and voice over cultural sensitivity, adaptation translation, device accessibility and navigating regulatory challenges.
Let's examine Netflix's 9-step placement strategy for international streaming success.
Best localization strategies for international streaming services
1. Expand Your Markets
American (and European) productions are often localized for markets abroad, but this is also true vice versa. You may also want to adapt popular content to places like India, the Middle East, or South Korea and the American markets. For example, Netflix's biggest hit in 2021 was the South Korean production Squid Game, which was watched for 1.65 billion hours in 28 days after its release, and became a trending topic all over the world.
To impress your audience and achieve success, you need to research and understand your target markets. This first step is crucial and can get you closer to your goals.
2. Start small – grow big
The desire to localize content swiftly can lead to you taking on more than you can handle. Start slowly and thoroughly test your localizations as you progress. Then, improve your presence in the markets where you gain recognition. For example, if you are creating educational/training content, you can try localizing some short videos with subtitles or voice-overs and see if they are successful before localizing all your video content.
3. Use the right localization service
Once you specify what content you want to localize and which markets you are targetingADH Translationyou should choose a localization company like While there are situations where online automatic translations can be used, high-budget movies and episodes of TV series are not the ones for those. For feature-length, creative productions, an experienced localization team that adapts to the sensitivities of different global audiences is essential.
4. Detailed content transcripts or subtitles?
There is a subtle distinction between detailed content transcripts and subtitles. Detailed content transcripts provide further information to help the audience understand all audio and visual aspects of your production. Non-speech sounds and music contribute to understanding the notion of the production and are included as a good piece of detailed context text (usually shown in parentheses).
On the other hand, subtitles essentially provide translation of audio and speech into the viewer's language. Subtitles are ideal for hard-of-hearing viewers, but detailed content transcripts cost more. Captioning is extremely low cost and can be created quickly in multiple languages with automation or semi-automation. But for a better user experience, detailed transcripts are the best option.
5. Voice-over and dubbing
Professional dubbing ensures that the content is easily understood by audiences around the world. 60% of Netflix's foreign content in France, Germany, Spain and Italy is dubbed. It also tends to be more accessible to mass audiences than subtitles, providing an easier viewing experience. The viewer does not need to divide his attention between the action on the screen and the words below.
Dubbing into different languages can be a standalone solution for a single piece of content, or it can be part of a larger, long-term localization process. There is a subtle nuance between voice over and dubbing While voice over is similar to the narration process, dubbing is more precise and more accurately captures the emotion and tone of the original voice. Whether you choose dubbing or voice-over, having the right artist is crucial to a quality product.
6. Localization according to different cultures
Content localization is not just translating words and choosing subtitles, dubbing or voice-over options. Great importance should also be given to the values and sensitivities of different cultures. Sometimes, it may not be possible to localize content, and what is successful in one market may fail in another. In such a case, a TV series or movie idea may need to be completely restructured which may include new scripts, sets, cast, and scripts.
Reality shows such as Strictly Come Dancing or Big Brother, which have countless versions around the world, can be cited as examples of this. Although each has the same basic idea, they are adapted differently to suit local audiences. In fact, the American version of the popular comedy The Office has been re-edited differently than the original. Developing country- and culture-specific knowledge is crucial to delivering a compelling audience experience in your new markets.
7. Adapting a scenario
Adapting a scenario is only possible through creative adaptation. The language of one region or country is translated into another, but it must be adapted to maintain the original tone, style, nuances and message which often works better because you can create new components that reflect your voice and message in a completely new language. This type of localization is especially effective if your content is strategic in nature, such as advertising and marketing campaigns.
8. Be device friendly
Your local market research should include information about how your potential users access the internet. In some countries, the use of PCs and laptops to stream content is more common, while in other cultures streaming is almost exclusive to smart phones and tablet devices. Make sure the feed works on all devices to maintain audience loyalty.
9. Pay attention to legal regulations
Even a streaming giant like Netflix could fall foul of regulations in its new markets and be penalized. For example, in France, movies cannot be released on streaming platforms until three years after their theatrical premiere. Regulations regarding rights, age ratings, violence, sex and nudity also vary from country to country.
Ignoring the regulations can lead to content bans and hefty fines. There are also different rules from country to country regarding issues such as rights, age ratings, violence, sex and nudity. Content that does not comply with these rules may be banned and companies such as Netflix may be fined heavily.
4 Aspects to Learn from Netflix's Localization Strategy
1. Netflix tested in geographically closer and easier markets, such as Canada, before embarking on its international expansion. Taking small steps allows you to learn effectively and adapt to different international markets and ensure success in culturally diverse countries.
2. Netflix has prioritized language by offering subtitles, dubs, and a localized user interface. By conducting A/B tests and experiments for regional preferences, it increased the number of subscribers by almost 50% in two years. While quality translations and localization are important, they should not negatively impact core business operations.
3. The reason behind Netflix's success is producing original content suitable for local cultures. This approach attracted audiences worldwide and led to a huge increase in the number of subscribers. Content adaptation, which involves redesigning content while maintaining tone and style, can make products and services more attractive to international customers in foreign markets.
4. Localization is not just about words, it's also about design. Netflix has improved the user experience to overcome the challenges by maintaining the expansion of texts in different languages.
