Posted on : July 23rd 2021
Posted by : Sithara Chandran
The audio-visual sector has achieved unprecedented growth in recent years, primarily due to many video-on-demand and streaming platform companies available. To reach a global audience, audio and video content providers have been translating their content to meet their target audience’s needs. This trend has led to the need for high-quality translations in dozens of languages in a short amount of time, thereby creating a “visual translation boom”
Nowadays, it has become increasingly important to present content in a language accessible to the reader. A multilingual content or localized content can become increasingly significant from a competitive perspective.
Subtitles are super critical to reach a wider audience and enable greater comprehension for those who are hearing impaired, non-native speakers, or anyone else who may have difficulty watching videos with sound.
According to The Minnesota Commission of the Deaf, Deafblind, and Hard Of Hearing, “Using closed captions or subtitles has the potential to close the divide, not only for students who are deaf and hard of hearing but also those who struggle with reading, those who are learning English as a second language and people who need to increase their literacy skills.”
On average 84 minutes per day spent watching online videos by a person. According to Zenith’s Online Video Forecasts 2019 report, it is likely to increase to 100 minutes by 2021. As the likes of streaming platforms such as Netflix, Hulu, Amazon prime are coming into the mainstream media and localizing content to reach with the help of subtitles, which seems to be cost-efficient as compared to dubbing. Moreover, if the subtitles are in your native language, it offers a personal viewing experience.
Of the 7.5 billion people worldwide, 1.5 billion speak English and make-up 20% of the world’s population. In the last couple of years, around the globe video consumption has risen significantly. Content localization is an underlying factor – from ed-tech to corporates are now promoting their content in customer native language with the help of Subtitling or dubbing (which is a costlier proposition)
Translating content through Subtitling is cost-efficient, easier to produce, with faster turnaround times. The cost and ease of subtitling are the key reasons why many content providers prefer subtitling over dubbing when possible.
However, dubbing comes with an additional overhead cost, particularly when produced with a professional dubbing facility. Also, we must factor in hiring voiceover talent, the execution time, and the additional essential production needed to dub even short-form content. Though, these costs are relative, but it is an option worth taken into an account that lead to increased engagement and a higher perceived value of the content to your audience.
However, in today’s fast-paced market, where timing is of the essence, content providers are looking more and more for efficient ways to localize content and reach the wider audience
Language is an area of continuous development and innovation. The constant flow of content is seen to be one of the biggest challenges in multilingual communication. Managing content for translation is at an all-time high with the propagation of screens, regulatory changes, and brands trying to tap into new markets. Machine translation, crowdsourcing, and other innovative technologies like more efficient translation platforms can help solve this problem. The companies need to understand that neglecting the need for translation can lead to losing customers to potential competitors in new and existing markets.
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