Use technology for localization or stay behind

By Amir Jirbandey, Head of Growth at Papercup

When it comes to global engagement, companies like Netflix and Disney have changed the game. As user expectations grow, localization offers a way to increase loyalty, efficiency, and user satisfaction—and strengthen your brand.

It’s true that there’s still a place for single-market video content: not everything needs to be adapted for a global audience. Some topics are niche or country specific; For other content, the time spent on localization doesn’t make sense compared to the possible increase in engagement.

However, focusing on one market is a risky strategy with a high probability of plateauing. For example, if you’re a streaming service, why limit your viewership to Korea when you could be an outlier in the US? And if you like Sky News, notice it an unexpected demographic is consuming large amounts of your content, Profits can be made by investing in this region.

Localize to go global

Companies that employ localization techniques tap into less saturated markets and identify opportunities to develop a global brand. That’s why big hitters like Netflix and Disney+ have made emerging markets such an important part their strategy.

With a focus on a single market, your opportunities for advancement are limited. While Western Europe and North America have the most internet users, already high adoption rates mean comparatively slow market growth.

In North America, the number of users is expected to reach 92% by 2023, up just 2% from 2017. In contrast, the Asia-Pacific region is expected to see growth of over 1 billion users in the coming years. Companies that want to grow in these new markets are not willing to put their reputations on the line. They are very aware that in order to be successful they need to resonate with audiences.

Engage your audience

Industry leaders have shown they are willing to go to great lengths to attract and retain the attention of broader markets. When Pixar was released from the inside to the outside In 2015, they changed their animation for the Japanese release, replacing the vegetables meant to induce disgust. Director Pete Docter explained:

“In Japan, broccoli is not considered disgusting. kids love it. So we asked her, ‘What’s disgusting to you?’ They said green peppers”.

A small change maybe, but with a big impact. Switching to paprika indicated to Japanese audiences that the film included them. Small, local touches like this foster connection and brand loyalty.

Unified globalization and automatic translation of subtitles cannot meet this commitment imperative. Not every piece of content can be a studio film with a budget for voice actors and specialist translators. But using AI and synchronization technology can improve the viewing experience exponentially.

Changed Expectations

Increasingly, this is not a choice but an expectation. technological leaps (82% of internet traffic today is video) mean the bar has been raised for media. According to a recent Forbes article, younger users spend an average of 6-8 hours online across five devices.

Local viewers are unwilling to struggle through overly long, unclear subtitles and automatic (or non-existent) dubbing. Dissatisfied with bad subtitles in a media stream? There are always tons of YouTube videos, personalized TikTok reels, or Instagram stories in your own language.

Now that global media is more important than ever and the ongoing pandemic is increasing the desire for insights into other countries, there has never been a better time to consider your addressable market. A localization strategy can help improve your reach, increase viewer retention, and make better use of your most effective content.

With technology like to get you going with subtitles or paper cup To automate most of your syncing process, there are some quick and safe ways to start localizing for local markets you play in and reach audiences that were previously unreachable. Use technology for localization or stay behind

Fry Electronics Team

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