The Role of Translation in Globalising Netflix
Translation has played a crucial role in globalising Netflix by making content accessible, culturally relevant, and engaging for audiences worldwide. Translators and localisers have enabled Netflix to reach diverse audiences across different linguistic and cultural backgrounds.
“The most aggressive localisation effort in history.”
— Moravia
In 2017, Netflix launched HERMES, an impressive online portal developed to produce content in 20 languages. HERMES was to be the first online subtitling and translation test and indexing system established by a major content creator. Within two weeks of the HERMES launch, thousands of linguists had responded, representing all language pairs Netflix was looking for. Rapidly, by mid-2017, Netflix supported content in 23 languages. By the close of 2017, of 5.3 million new Netflix subscribers, only 850,000 were from the U.S. But in March 2018, Netflix closed the portal, citing a decision to move forward using Language Service Providers (like us!) to manage and maintain the on-site content.
Allison Smith, Program Manager at Netflix, said that although recruiting and training linguists was not within Netflix’s core competency, “it was well within the core competencies of a lot of the vendors we worked with — so we decided to take that testing, training, recruiting, and onboarding, and move that to our vendors.”
Here are some key aspects of how translation and translators have contributed to Netflix’s expansion:
Localise to attain Global Reach
We all know that Netflix offers subtitles and dubbing into multiple languages, so viewers worldwide can access shows and movies in their native language. But did you that beyond direct translation, Netflix also localises content by adapting cultural references, idioms, and humor to resonate with specific audiences? This ensures that jokes, references, and emotions remain impactful across languages. Netflix also translates trailers, social media content, and promotional materials to engage audiences worldwide. This boosts engagement and subscriber growth in various regions.
“Our desire to delight members in ‘their’ language, while staying true to creative intent and mindful of cultural nuances is important to ensure quality. It’s also fueling a need to rapidly add great talent who can help provide top-notch translations for our global members across all of these languages.”
— Chris Fetner and Denny Sheehan, Netflix Technology blog March 2017
This also includes translations for the hearing- and sight-impaired communities. Translators ensure that Netflix content is accessible to people who rely on subtitles, closed captions or audio-description.
And of course, it’s not just about U.S. content reaching a larger market — popular non-English shows like Squid Game (Korean), Money Heist (Spanish) and Dark (German) have gained global popularity through effective translation.
AI and Machine Learning in Translation
Netflix uses AI-powered tools for initial translations, while human translators and editors refine and perfect them for accuracy and natural flow. Plus, they use machine learning to help in automating subtitle generation and synchronisation. Good translation ensures that the original intent, tone, and style of content remain intact, whereas poor translations can lead to misunderstandings and a loss of storytelling impact. By using a combination of Machine Translation and a human post-editor, misunderstandings and generally low-grade content can be avoided.
Expanding Market Penetration
By providing translated content, Netflix can enter non-English-speaking markets and compete with local streaming services. This strategy has contributed to the platform’s success in regions like Latin America, Europe, and Asia. Plus, localised marketing campaigns help the platform connect with users on a cultural level.
Find out more: 6 Key Benefits of Website Localisation
In short, translators are key to Netflix’s worldwide success by making content understandable, relatable, and enjoyable for diverse audiences. Without them, Netflix wouldn’t have achieved its massive global footprint. Translation is a strategic tool that allows Netflix to cater to a global audience, break language barriers, and maintain its position as a leading international streaming service.
