Netflix, YouTube, Instagram Reels, and Coursera—can
you guess what they all have in common?
Videos
Since 2016, the internet has opened its doors to videos,
with a whopping 90% of global internet traffic being video-based. Several
surveys have even reported that an average user spends 17 hours a week
watching online videos. Suffice to say, from short bursts of entertainment
to global brand campaigns and e-learning, videos have become a universal
medium of entertainment and education. Yet, ironically, differences in
language and culture across the world sometimes act as barriers to a video’s
global reach. That’s where video localization is essential—and no, here we
are not just talking about subtitling and dubbing.
“Video localization is a process to adapt video content
linguistically and culturally so it engages efficiently across regions—making
audiences feel like it was specifically made for them.”
In this blog, we will discuss why and how video content localization is not just a luxury add-on but is becoming a strategic
necessity in the year 2025.
Subtitles vs. Dubbing: Who’s the Winner?
Before we enter the deeper nuances of video localization
services, let’s discuss two of the most basic audio-video linguistic services,
subtitling and dubbing.
Although both services have unique purposes, in the battle of subtitles vs. dubbing, global brands generally incline more towards dubbing.
- Subtitles work well in literate regions or fast-paced environments—like Scandinavian countries and parts of India that widely speak English. Furthermore, professional subtitling services are cost-effective and preserve the original audio.
- Meanwhile, dubbing dominates other markets like Germany, France, Italy, Southeast and East Asia, Africa, and Latin and South America. This vast market demography encourages brands to dub their videos into their consumers’ native language.
For example, for an e-learning course, voiceover and
subtitling might be enough, but for a Netflix drama, dubbing is the best way to
ensure engagement.
Voiceover localization is another peculiar service,
used frequently in e-learning, product demos, and corporate messaging. This
service provides the perfect balance between cost and clarity.
Why Are Global Brands Prioritizing Localized Video Marketing?
Remember the older days when every brand used to share its
global video campaigns in English?
Yes, that’s right, “older,” because in 2025, huge companies like Coca-Cola, Netflix, and Cadbury are leading the way with localized video marketing. By doing so, brands ensure that they speak the local culture, not just the language.
- Netflix’s Squid Game success? Expert dubbing, subtitles, and video localization for streaming platforms to entice maximum audiences.
- Airbnb’s “Made Possible by Hosts” ad series? Showcased popular hosts from around the world, using their native language, stories, and visuals.
- UNICEF localized education videos in several African, Asian, and South American languages to improve message retention and emotional connection.
- E-commerce giants like Amazon extensively use region-specific ads and product description videos to improve engagement.
- Global NGOs like Doctors Without Borders use localized instructional videos for efficient outreach in rural areas.
Want to learn in-depth how Netflix’s localization
strategy helped them dominate the streaming industry? Check out this blog: Localization
Services: Netflix’s Strategy for Global Success.
Key Components for Effective Video Localization
There are some essential elements that make a video properly localized.
- Cultural Adaptation: Culturally adapted videos matter, especially when content enters a diverse market. For example, red symbolized luck in China but may imply danger in Western countries. Ignoring such differences can lead to misinterpretation or offense.
- Script and tone adjustment: Several brands prefer transcreation for videos to translation to ensure reflection of local style in scripts and tone.
- Visual Elements: Imagery, symbols, and even background elements should be region-appropriate to ensure relatability and avoid cultural pitfalls.
- Music and Sound Effects: Music tastes vary widely. Remember the iconic Airtel jingle composed by the legendary A.R. Rahman? Airtel wanted to make a tune that resonates across the diverse cultures of India.
Benefits of Video Localization in 2025
To maximize international video reach, localization
is a must.
Here’s why:
- Greater Reach: A localized video can easily tap into non-English-speaking markets, ensuring high cultural clarity.
- Better Engagement: Localized videos can increase the watch time by 40% compared to non-localized ones.
- Higher Conversions: Consumers prefer to buy from brands that provide content in their native language.
- Better SEO: Online platforms like YouTube rank videos based on local keywords and search terms.
- Enhanced Brand Loyalty: Speaking the audience’s language while being respectful to their culture builds stronger bonds.
We truly believe a brand must think local but act global—and
video localization does both!
Why Somya Translators?
Maybe the real question should be, why not Somya
Translators?
As a leading ISO 17100:2015-certified language solution
provider, we help to streamline your multilingual video strategy and
ensure higher global reach.
We understand that the average consumer’s attention span is
short, the competition from rivals is fierce, and the audience’s background is diverse,
so we tailor our video content localization services to meet all your
demands.
With Somya Translators by your side, you don’t just buy into
translation but a holistic linguistic experience.
We also offer:
- Script transcreation
- Subtitling and voiceover localization
- Dubbing and multilingual narration
- Culturally adapted videos for every market
With expert linguists, stringent data security protocols,
efficient workflow, and comprehensive project management, we help brands,
educators, NGOs, and corporations maximize their videos’ global reach.
Want your video content to be consumed by international
audiences in 170+ languages?
Simply contact us today for expert video localization
services!