The value of dubbing solutions for international audiences

Recently, we’ve seen the growing demand for localized content, both from a content provider and consumer standpoint, which has driven noteworthy growth in the global localization and dubbing solutions market.

Localization solutions go far beyond linguistic translation, as they help companies maximize the value of their media content, create culturally relatable and more immersive experiences, and serve to increase the content’s accessibility.

Growth of International Content Consumption = Enhanced Demand for Localized Content

Dubbing solutions are a tool that has been used for ages, but with the import/export of content reporting across all borders, it’s undergoing a resurgence or revitalization of sorts.

Streaming and content providers are heavily spending on non-English-language programming to cater to a gradually international audience, and dubbing helps to make this content more handy to viewers who don’t want to or cannot read subtitles.

The Effect of Content Cost Controls

A key concern of dubbing solutions trends is what the market is facing with content cost panels. The price tag on excellent dubbing can determine whether the content is subtitled or dubbed. In terms of price, dubbing solutions are more expensive than subtitling, yet viewers who are not used to subtitles may find them hard to follow or distracting.

Content Owners are being more selective on whether to commission the dubbing procedure based upon audience preferences in the type of content or region that is being localized and closely considering the purpose of the content.

The cost of solutions, the type of content (e.g., short-form vs. long-form), the availability of dubbing solutions, and balancing market expectations are causing closer examination of the value of dubbing.

Developing Markets Looking for (Quality) Content in their Native Language

For developing markets, the media business has witnessed a high demand for content in intrinsic languages, particularly as production companies flourish in these regions and as streaming platforms expand.

On the other hand, for marketplaces that have usually been the teamsters of English content production (for example, the U.S.), dubbing solutions into English has been a comparatively small market, often due to poorly dubbed content or low-quality, and a favorite for subtitles.

With streaming solutions like Disney+, Prime, Netflix, Showtime, Sky and other OTT platforms growing the reach of international and non-English content to a huge audience, English-dubbed content has become common in recent years.

Dubbing Differences

While quality is certainly important in dubbing, levels and expectations of quality tend to vary between countries, regions, and markets. What works for a part of the world or one customer segment may not please others.

Some nations have a long history of dubbing, while others choose subtitling. Dubbing solutions practices also vary widely by topography; some countries focus heavily on the creative integrity of the content, while other countries prioritize how rapidly they can get a piece of content dubbed, and quality isn’t as essential as being able to follow the narrative.

Workflow Challenges

Dubbing methods are labor-intensive and often quite complex, which require human interaction and a series of steps for seamless and high-quality dub. Besides a backlog of content orders in some nations, we are also observing a lack of skilled technical means to cope with the expansion of dubbing requests.

Finding the right language and voice talent can also be quite perplexing, which we’re observing particularly in non-English-to-non-English projects. With the request for localized content technical and full creative process to produce a top-quality dub, the industry is undergoing bottlenecks.

Dubbing solutions providers face increased pressure with respect to timelines, resources, and facilities. Plus, as discussed earlier, diverse content types, regions, and cultures have altered ways of dubbing a series or film– there is no one-size-suits approach.

Advances in Technology vs. Quality

AI is enhancing many workflows, but for now, there is a creative integrity that is only available for jobs that demand a high level of quality. For dubbing solutions, human talent is still required.

This is of course, an ever-evolving marketplace with new hardware and software solutions making it easier and faster to create reasonable-quality dubbed content. There are particular use cases where automated dubbing tools, with their cost-efficiencies and processes, may assist some content providers in meeting the growing demand for content in native languages without the venture required for human talent.

They are inclined to be for short-form plans like promo versioning, where superiority standards are less difficult and prospects are not as high. Deepfake technology, voice cloning, and synthesized voices using machine learning technologies are still young but developing.

Experts are still confident that top-quality dubbing solutions allow viewers to become absorbed in the story because it feels like a normal element of the entertainment as opposed to the interruption of listening to a dub.

What the overall consumer tolerance and what will be “good enough” for audiences for automated dubbing will be – particularly when it comes to dubbed short-form content – that’s the question a lot of us are asking ourselves. If the localization isn’t excellent enough, will viewers switch off? Only time will tell.

Wrapping up

The universal growth in the dubbing solutions business is touching on the human element of viewers gaining new experiences, removing cultural barriers, and building cultural understanding. Plus, localization helps capture the vision and emotional aspects of the original content.

To make the most of engagement, content providers must enable experiences that keep customers coming back for more, and dubbing solutions can definitely support that.

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