The rise of over-the-top video content has showcased a global change in terms of content consumption. These days, you don’t have a geographical limitation to what type of content you can access and enjoy. Narcos, a series about a dārug cartel leader in Columbia, has obtained global popularity. It was initially created in Spanish. But now, it has been dubbed into seven languages and comes with twenty-four subtitle options.
In the era of automated asset QC, streaming services are able to localize content to expand the audience reach worldwide. Netflix is one of the giants in the OTT business leveraging subtitles and multiple languages.
The evolution of video localization
Video localization is an approach to translating videos according to the regions. The translation process may include dubbed audios or subtitles, which broadens the global reach of any video streaming business.
- Advancement of language service providers
Video localization is the reason why many LSPs or Language Service Providers flourish these days. Earlier, there were only a few services available, but now there are certified ācompanies ready to take a huge burden of OTT content translation. The current LSP market is supporting the goal of OTT globalization on a large scale.
- Improved management of global broadcasting
Various cloud managed broadcast serviceshave evolved around the increasing globalization of OTT. Broadcasting services incorporate cloud-based solutions to help streaming services manage the quality of translation from choosing the right language of subtitles and language to maintaining video-subtitle sync. High-quality broadcasting management leads to better localization of videos.
In OTT streaming, retaining viewers from different parts of the world depends on the quality of the played subtitle. Without that, any content becomes useless to a viewer.
The scale of a broadcasting service has to be flexible to justify the global scale of streaming, which is why streaming companies analyze various service providers before choosing one. This one decision, combined with a reliable LSP resolves all confusions and concerns related to capturing a global market with video localization.
OTT’s future depends on subtitles and localized languages
The globalization of OTT industry is predicted to grow beyond $2.2 Trillion before the end of 2021. This means that more users will start using online streaming from different parts of the world.
Due to the increasing globalization of OTT, it makes sense for every streaming provider to utilize audio languages and subtitles to grab the attention of maximum viewers. Hence, it would not be wrong to say that OTT and language translation will coexist and co-evolve in the upcoming future.
Consumers around the world are excited about watching new types of content. They want to consume it in their localized language or at least with subtitles in a preferred language. This is a golden period for OTT players to scale their services with high-quality content localized as per the needs of the viewers. Thanks to LSPs and cloud-based broadcasting services, the global scalability is not a problem at all.