Netflix: The Power of Localisation

It’s hard to imagine a world without streaming platforms nowadays. We have all become accustomed to having direct access to huge libraries of content at the click of a button, no matter the time of day or night. It’s safe to say that a lot has changed since the days of only having access to channels 1, 2, 3, 4, and 5!

Netflix is undoubtedly one of the most popular streaming platforms globally, with around  269.6 million paid subscribers worldwide as of the first quarter of 2024, according to Statista. One of the key factors contributing to Netflix’s success is its incredible use of localisation. We’ve looked into how Netflix has utilised localising their content to reach a wider audience and establish a strong presence worldwide. 

What is Localisation? 

When it comes to translating content, localisation is one-step above regular translation. Localisation doesn’t just take the words displayed or spoken on screen into account, but also the geographical differences, cultures, religions, and subtleties of the local language used in target regions.  

The purpose of localisation is to create a seamless and engaging user experience for individuals in different markets. This often involves translating, customising, and culturally adapting all elements within a piece of media, product or platform, to make the audience feel as if it has been created specifically with them in mind.  

Netflix’s Localisation Strategy 

Surprisingly, Netflix was only exclusively accessible in the United States when it first started. It’s crazy to think about, especially considering that today, Netflix’s international streaming revenues exceed its domestic revenues by a long shot. This amazing success can be attributed to the company’s localisation approach. 

In 2010, with a primary focus on developed markets and English-speaking nations, Netflix’s first venture into global waters began with a launch in Canada. This phase laid the groundwork for worldwide growth in the future. 

Worldwide Growth

After establishing a strong presence in the US and Canada, Netflix then decided to take a risk by attempting to expand its viewership worldwide. The company launched its platform in non-English speaking nations, including; Asia, Latin America, and Europe. Netflix made huge investments in localising their platform for different regions and included additional languages for subtitling and dubbing options. 

In 2014, Netflix first commissioned content from outside of the US; a Brazilian show called ‘3%’, which debuted at the end of 2016. This proved to be incredibly popular outside of Brazil with around 50% of its viewers based in other countries. The popularity of this show helped the company see the global potential for non-English language content. 

Netflix saw a similar trend with ‘Dark’ in 2017, a German show, which gained 90% of its viewers based outside of the country and ranked in the Top 10 in multiple countries outside of its original region. By investing in local productions such as these and applying localisation techniques, Netflix have gained the ability to release content that resonates on a global level, due to their authentic storytelling and portrayal of local cultures. 

Now, approximately 45% of Netflix’s offering is foreign language content. Some of which has taken the world by a storm, who hasn’t heard of Squid Game and Money Heist?! Netflix is currently available in 190 countries worldwide, and each country has its own catalogue of original and licensed TV shows and movies.  

Taking time to understand their global audience and providing content for these audiences is something that Netflix has learnt to do very well. This is why they boast a larger global subscriber base than all other streaming services put together, truly proving that the power of localisation knows no bounds. 

Do you require voice over, translation or localisation for a project of your own? We’re here to help 

Localisation goes a long way in affecting the profit margins of your company. You can increase your brand’s revenue by establishing an effective localisation strategy. 

Matinée can help you establish and implement a localisation strategy that works for your brand. 

Contact us today for a free personalised quote on our localisation services. 

To find out how we can help your business with professional subtitling, translation, and voiceover services, why not get in touch with us today? We provide services in over 80 languages including French, Italian, Spanish and German voice overs and subtitling. 

Email us at project@matinee.co.uk 

Or call us on +44 (0) 118 958 4934