In a bid to boost the global appeal of its reality TV shows, streaming giant Netflix is reportedly offering cultural training to voice actors. This initiative aims to improve the quality of dubbing and translations, ensuring that the essence of the original content is retained for a wider audience.
Netflix is using South Korea as a pilot for this program. The company is conducting 90-minute sessions focused on South Korean culture and expressions, ensuring that dubbed content captures the nuances and authenticity of the original language. This strategy aims to help non-English content, particularly unscripted reality TV, resonate with a global audience.
This move comes as Netflix faces increasing competition in the streaming market. The company aims to capitalize on the growing popularity of unscripted shows, which are generally more cost-effective than scripted productions. Research firm Ampere Analysis notes that unscripted shows are approaching a 50/50 split with scripted content, a significant shift from five years ago when scripted content dominated.
Netflix’s strategy is particularly relevant as non-English content accounts for nearly one-third of all viewing on the platform, supporting over 30 languages. South Korean shows, including hits like “Squid Game,” are a significant contributor to this non-English content segment.
The effectiveness of this cultural training is evident in the success of “Physical: 100,” a South Korean show that topped Netflix’s global top-10 list in over 80 countries, including the U.S., France, and Brazil. Notably, over 40% of all viewings for South Korean unscripted shows are watched with dubbing.
This initiative aligns with Netflix’s recent financial performance, as reported in its second-quarter earnings, where the company saw a 16.8% year-over-year increase in revenue. The company is also expanding into gaming, with plans to release a new game to subscribers every month starting in July 2024.
By investing in cultural training for voice actors, Netflix demonstrates its commitment to providing a more authentic and engaging viewing experience for its global audience. This strategy, combined with its focus on unscripted content and expansion into gaming, positions Netflix for continued growth in the competitive streaming landscape.
