This makes high-quality subtitles essential most viewers will rely on them for at least part of the show. “Two out of every three ‘Sacred Games’ viewers were from outside India,” a Netflix spokesperson said. And this is influencing a new trend using multiple original languages in a single production. ‘Ekatarina’, a Russian program, includes Russian, French, German and English speech. All this has led to the development of localized subtitling industries to service producers creating content in countries across the globe.Ī perfect example of the rising success of foreign language media, ‘Sacred Games’, an Indian television series produced by Netflix in 2018, was dubbed into four languages with subtitles in 24. By 2017, they offered over 20 different languages, partly due to their rapid growth outside of America. To combat increasingly costly contracts, Netflix moved into production in 2012, opening studios in the U.S.A., Germany and Singapore to feed their growing audience. In addition, regional producers contribute content to the platform from around the world. In 2012 Netflix provided just a handful of foreign language subtitles. How Streaming Platforms Have Changed the Game for the Subtitles and Captions Sector It’s also resulted in the expansion of flourishing subtitling industries. The ubiquity of global streaming platforms has many positive ramifications, including increased cultural empathy and larger audiences for independent film-makers. In its first month the platform attracted 1.1 million views and now ‘Walter Presents’ can be accessed around the world. Amazon, with fingers in every industry pie, launched their video-on-demand service in 2006 and began streaming content globally in 2011. Comparatively new on the scene, U.S.-only Disney+ and Apple TV, available in 200 countries worldwide, are now seen as strong competitors to Netflix.Īmidst the rapid growth of global online streaming platforms, a television channel dedicated to the best and most successful international TV was launched. ‘Walter Presents’ first appeared as part of Channel 4’s online platform in the U.K. It went beyond the arthouse identity of foreign cinema to celebrate the flashiest popular international TV. It wasn’t until 2017 that they began to stream new content. Hulu was launched in 2008 to U.S. audiences as a joint venture between AOL, Comcast, Facebook, MSN, Myspace and Yahoo, who saw an opportunity to market reruns of old shows. Soon, the two market leaders were joined by a raft of competition. YouTube, on the other hand, became a runaway success when it launched in 2005. It struggled to stay afloat, however, until Google purchased the unprofitable startup for a record price of $1.65 billion in 2006, and was able to monetize the platform. Netflix is now just one of a host of streaming options but, when the platform first decided to move away from the DVD rental model, they approached Blockbusters, a now defunct video rental store chain, to suggest a partnership. The chain refused Netflix was ahead of the curve and Blockbusters couldn’t see what was coming. It’s a tough lesson, and one that business leaders continue to learn. It’s often forgotten that Netflix started in 1997 as a DVD mail order rental service. That they’ve managed to pivot to become the most popular video streaming service in the world, with 182.6 million users, is an impressive feat. And it wasn’t until 2010 that they started streaming video content worldwide. Globalization and the development of streaming technology have transformed cultural industries, with creatives now catering to audiences around the world.Īs more and more people ‘cut the cord’ and live without a television, what will happen to the growing global streaming industry? What are the opportunities for associated businesses, particularly the ever-expanding subtitling industry? The Rise of Online Streaming Platforms This year ‘Parasite’, a South Korean film, won Best Picture at the Oscars. This is just one example of the now mainstream appreciation for what was considered obscure or arthouse cinema. Although dubbing is still popular in some countries, increased access and familiarity with subtitled original language content is having a snowball effect. The rise of global streaming platforms has opened access for viewers around the world to films and television in hundreds of languages. ![]() Long gone are the days when watching foreign cinema was an arty pastime.
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