Netflix is Tearing Down Language Barriers and Attracting Viewers
Popular Netflix shows Narcos, 3% and Money Heist have overcome language barriers. 3% was the second most devoured Netflix show in 2017. Money Heist is the most watched non-English series ever on Netflix as of 1st Quarter 2018. How did Netflix do it? Seamless technology, strategically branded titles and addressing changes in consumer behavior.
Seamless Tech: The removal of language barriers facilitates adoption. A friend watched the Netflix series 3% with the audio defaulted to English and she enjoyed the entire first season without realizing the show was originally in Portuguese. Secondary audio (dubbing) and closed caption (subtitles) technology have found a new life online. The technology expands programming options for viewers and allows content providers to find new audiences. Netflix does not limit dubbing and subtitles to Netflix originals. Movies such as Shrek, The King’s Speech and Seven Pounds are available in multiple languages on Netflix.
Strategically Branded Titles: Offering language options only works if the viewer clicks on the title and for that you need smart branding. Netflix chose show titles that were relatable both in the U.S. and abroad. The title Narcos resonates well in Spanish and English. 3% is understood globally. Even Money Heist launched in the U.S. with the original title Casa de Papel in Season 1 and was changed to an English title by Season 2. The title change to English likely attracted a new audience who may have previously ignored a foreign language title. It is hard to drive adoption when the user can not read the title. Currently Netflix tests personalized artwork to improve viewership. Could Netflix be using similar tech to optimize title names for their original series in local markets?
Accounting for Multitasking: According to Facebook, viewers focus on the TV screen just 53% of the time and I am one of those viewers! I tried to watch the series 3% with subtitles and quickly switched to dubbed audio because I watch Netflix while cooking, online shopping or responding to messages. You can NOT multitask if you need to read subtitles to follow a storyline. If Netflix, Hulu or Amazon want viewers to binge watch a foreign language series, expecting undivided attention to read subtitles for 8+episodes is unrealistic.
Netflix is maximizing the potential interest for their content offering. Amazon may already be adopting a similar strategy. While watching the World Cup on Telemundo, I saw a promotional ad for Amazon’s upcoming original series, Jack Ryan. The entire video trailer was dubbed in Spanish. HBO and Hulu, on the other hand, have made considerable investment in Latino content but do not offer subscribers dubbed audio options online.
How long before other online video providers follow Netflix’s lead? Do you think dubbing and title names are important to driving online viewing? Share your thoughts below.
Leslie Heredia is principal consultant at Robledia Consulting. www.robledia.com/contact.
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