The media sector is adaptable and adept at undergoing change. This is advantageous given how quickly the information landscape is changing. Furthermore, there is more content available than ever before, therefore it’s critical to stand out. 

Localizing content for new markets is one method broadcasters and media producers may prosper in the constantly changing media landscape and perhaps achieve tremendous success.

The broadcast and streaming content may be localized with subtitles to reach a bigger audience in several geographic markets.

Additionally, it lowers expenses (it is significantly less expensive than dubbing) and enhances user-watching experiences. Adding subtitles may also make it accessible to more than 5% of the world’s population who are deaf or have severe hearing loss.

Here’s how localizing with subtitles can help to succeed as much as possible in the evolving media landscape. 

  1. Extend the range

It should go without saying that expanding the number of languages in which the content is available will greatly expand the audience.

It can provide access to populations across whole nations, and continents, who may have been waiting for this type of content to appear in their language.  

According to research, businesses need to have content available in 31 languages to reach 97% of the online market. This will increase to 37 languages by 2027.

So the content must adapt as global content consumption does. Even if the producer is only looking to make it available for a particular regional audience, localizing the content will make all the difference. 

  1. Enhance the pleasure of watching

Subtitling the content improves the watching experience for the audience so much that it even draws in new viewers and motivates them to remain for longer.

This is so that the audience can read the translation of content that has been subtitled in the text that shows at the bottom of their screen. 

Similar to captions, subtitles enable users to access content wherever they are (for instance, on a noisy train or in a quiet library when sound is not available), as they can read them on the screen rather than depending on the sound.

Additionally, people watch content for up to 12% longer when subtitles are included. Additionally, they increase audience engagement, which results in more shares and easier viewer recall of content.

Numerous studies have demonstrated the value of captions and subtitles as educational resources and the preferred method for most viewers to absorb video. 

  1. Reduce costs

The producer has the choice of dubbing or subtitles when localizing broadcast or streaming content. The cost of adding subtitles will be about 10% less than that of dubbing, and quality is not sacrificed in the process.

In reality, subtitles also provide accessibility for persons who are hard of hearing, deaf or are learning a second language like Vietnamese, Japanese, Chinese,…

  1. Create accessible content

Localizing content using subtitles not only benefits the company but also greatly improves accessibility for folks with impairments and those learning new languages.

People who are hard of hearing and deaf will be able to view content once added subtitles, as well as those learning a new language (whether it is the spoken or subtitled language). Additionally helpful for those learning to read are subtitles. 

Localizing the content with subtitles broadens the appeal of the content and allows it to reach a much larger audience than it otherwise would have.