Localisation Turns Local Success into a Global Phenomenon

0
180
Localisation Turns Local Success into a Global Phenomenon

How do big companies grow their business through localisation? Here is one example:

In 2016, Netflix rolled its services out simultaneously to 130 different countries. By 2018, it had a record number of subscribers at 117.6 million, with only 55 million from the US. Since then, it is offered in 190 different countries and now supports 24 different languages. It is beneficial from having such an incredible growth on an international scale, but it also means that it is a challenge to handle.

The challenge of making sure it’s original content, such as the global smash Stranger Things would travel well in different countries. Netflix had to make sure the series could translate to the different markets around the world.

The company had to have a robust plan of action regarding localisation. The biggest challenge of all was trying to offer linguistically- and culturally- relevant content. This is to enable them to get international subscribers for greater success and higher profits across their targeted markets.

How it Localises its Content

The company had to have a robust plan of action regarding localisation. The biggest challenge of all was trying to offer linguistically- and culturally- relevant content. This is to enable them to get international subscribers for greater success and higher profits across their targeted markets.

It is not just how Netflix translates the content, but it is how they localise it as well. Their video localisation team relies on a specialist strings management tool known as The Global String Repository. Netflix collaborates with specially-curated vendors known as Netflix Preferred Vendors. Through the collaboration, they are able to produce all of the dubbing and subtitles for specific languages.

The expansion of Netflix, how much of the world it covers and just how many titles they offer at any given time, they needed to find the best translators in the world. At the first stage, Netflix created a platform for testing translators (Hermes). This helped them to build a database of the best of the best when it came to translators. Netflix recommended members in that database to the BPVs or gave them a chance to work in-house directly.

Although they no longer use it, it’s interesting to note their approach to translation and how they achieved what they wanted it to.

Localisation Leading to Global Success

Netflix didn’t just get lucky. Everything done at Netflix has an exactness to it, a finely tuned science. From the AB testing and experimenting with positioning specific shows, to specific users from different parts of the world. By picking the best dubbing actors and not just settling for who’s available, dubbing is the right way to get the most authentic language and tone.

The Fascinating Key Names and Phrases Tool

Netflix has fascinating key names and phrases tools (wiki-style formats) to translate their content for various countries and the audience. Everyone involved in localisation, including the translators, PR and marketing makes sure all translations are consistent in all they do. Something specific like the Demogorgon, from Stranger Things, needs to be translated the same in each episode it’s mentioned.

Since Dungeons and Dragons also mention the Demogorgon, it is crucial that this word is carefully transliterated (translated most accurately into other languages). It must be exactly how it was during the 1980s when the game first was released.

Clearly, Netflix has and continues to successfully use localisation to succeed on a global scale and other companies could learn from their example.

 Benefits of Mobile App Localisation

Mobile app localisation is important if you want your app to have access to the global market. Find out the benefits of localising your mobile applications:

Read more>