How Localization Is Driving Growth in the Entertainment Industry
The entertainment industry is increasingly global. International shows like Dark and Money Heist have become U.S. streaming hits, pulling in millions of viewers and outpacing their domestic counterparts. Similarly, U.S. shows like Game of Thrones and The Big Bang Theory have found a vast international audience, stretching from Europe to Asia.
Of course, this more global approach doesn’t happen instantly. Entering new markets with entertainment products may be more accessible than ever, but it still requires hard work.
As shown throughout this guide, the key to success is localization. The argument can be made that, other than technology, effective localization of content and marketing is the single most significant factor for the continued rapid growth of the global entertainment industry.
What is Localization?
When expanding to new markets, localization describes adapting a product, service, or content to match the needs of a local audience. If localization is done correctly, the product, service, or content will no longer feel like an import from another country. Instead, it will feel like a natural part of the culture in the new target market.
Localization includes but is not limited to translation. It goes beyond simply placing words into a different language. It involves considering the deeper meaning of the words and how the audience might receive them. For example, ads with localized content receive significantly higher click-through and conversion rates.
The Nuances of Entertainment Localization
Localization is a broad concept but becomes more nuanced when applied to individual industries. The increasing global appeal of entertainment products has also brought increasing complications. After all, 94% of the world's population does not learn English as its first language.
Localization in the entertainment industry means working in an industry where the content and the product are the same. That, in turn, requires a closer relationship with the source material to adjust it in ways that will appeal to target audiences in new markets. As one expert explains:
"In entertainment localization, the content and localization teams are much more integrated and have a tighter relationship... Source creation is very much part of the entertainment industry localization process and starts further upstream versus traditional localization, where we are handed the final English content for localization. This is one of many reasons why the entertainment side of our industry sees itself differently."
For example, consider the translation of a U.S. show like Game of Thrones into a non-English source. Here, localization requires more than just translating the dialogue. It also requires adjusting it to find the same deeper meanings in the target culture. From there, the localization experts will find and engage with voice actors that match the character's original intent in the source culture. Localization becomes more deeply integrated into the content (and, by extension), the product itself as a prerequisite for success.
Why Localization is Key to the Global Growth of the Entertainment Industry
The nuances of entertainment localization already hint at why it is so important as a growth factor in this industry. For example, about 150 million of Netflix's 232 million subscribers are international. They need localized versions of the experience. This encompasses changes from the types of shows licensed for streaming to how those shows display with dubbing or subtitles in mind.
Culture-based customization can go even deeper. Consider, for example, the standard process of editing TV shows to slightly alter the content for different target audiences. The result is TV shows such as Bluey getting unique edits for the American market or movies like The Shape of Water receiving edits for Asian markets.
Some of these changes are necessary for the entertainment product to appear in the target market. China has long been a topic of conversation for censoring international entertainment imports. Additionally, some scenes cut from Bluey are considered not child-friendly in the United States. Most changes are made specifically with the target audience's preferences in mind.
Consider Functional Localization Changes
These changes can become functional, as well. For example, the animated credits in the 2016 movie Fantastic Beasts and Where to Find Them featured creatures evolving out of letters. But those letters changed depending on the language of the movie. This required custom animations for each translation.
Finally, localization also plays an essential role in the content surrounding the content to be shared. For example, promoting a video game in Germany may look different than promoting the same game in the United States, thanks to different cultural expectations and needs. Even the variations in age ratings for video games in different countries can impact how the game is perceived, promoted, and played.
Through these localization emphases, organizations offering digital entertainment that ranges from video games to movies and TV shows have a more significant opportunity to unlock global markets than ever. Thanks to 5.16 billion global internet users and the ability to deliver instantaneously, companies in this industry that embrace localization can maximize their reach and leverage the potential for exponential growth.
Best Practices to Localize Entertainment Content
Of course, succeeding with localization in the entertainment industry is optional. Instead, we have seen companies succeed when following a few essential best practices as they look to enter and grow in new markets:
Make localization part of the market entry strategy. The earlier you understand the local and cultural nuances of the markets you want to enter, the more easily you can adjust your content and promotional strategies accordingly.
Test localized content whenever possible. Show promotional or entertainment content to smaller test audiences first. This allows you to adjust and refine your strategy before rolling it out to the entire market.
Consider technical localization needs. International audiences may consume content on different devices with different technical specifications. The more you adjust to their consumption habits and needs, the better.
Work with regulators where possible. For example, a PG-13-rated movie in the United States may require a 12 rating from the British Board of Film Classification to succeed similarly. Understanding what that takes early on can prevent headaches later.
Leverage localization learnings for future strategies. This best practice brings it full circle. Any education you get from localizing existing content can be used to develop new content for the same audience.
Localization is not a success guarantor, but following best practices like those above can help you maximize your chances of successful content adoption in new markets. You can also grow your reach in the process.
Gain Insights to Drive Entertainment Localization Success
The global world of entertainment is opening up. As it becomes easier to roll out content to target audiences in new markets, a wide range of nuances still must be considered. Localization is among them, helping you create and distribute content designed for the local and cultural nuances of the new markets you are trying to reach.