CONTENT
LOCALIZATION
A Huge Opportunity for Creators in 2020
The Definitive Guide On
How YouTubers are running profitable
channels in multiple languages
Multiple
Channel Model
Kurzgesagt started in 2013 and has
succesfully expanded it's user base from
English to German by 772k Subscribers
One Video Multiple
Languages
Startup stories saw an exponential growth in
Indian Market. The English version generated
111k Views while the dubbed versions in Tamil
saw 326k and Hindi with most views
generated 1.6M Views
Infobells
Conquering
Indian Market
The channel focuses primarily on Kids Content
and generates staggering Monthly total views of
1B+ from its 7 channels. The top 4 channels of
Infobells are listed below
Source- Socialblade
The Formula
Decoded : Dubbing
While Content localization has been around
through translated subtitles, these channels have
been following a quite unique and different
approach. These channels use adapted and
Dubbed versions to reach users in their native
language.
What is
Dubbing?
Dubbing, is simply the process of replacing the
English audio of a clip with a new foreign
language audio track.
The process involves translation of original
script into target language. Necessary changes
and adaptations are made to the script to
retain original message and tonality.
Truly adapted scripts are much more effective
than plain translation in keeping the audience
engaged. Therefore script adaptation becomes
a crucial step for high quality dubbing and
localization.
Dubbing vs
Translated Subtitles
YouTube algorithm promotes videos with high
engagements. Without people actively
engaging with videos through likes, comments
and watch time, one simply cannot expect to
reach a million view count.
According to a recent study conducted by
NETFLIX, Translated Subtitles are ineffective,
less engaging and causes retention rate of
less than 10%.
Which means viewers are more likely to drop
from video at early stage reducing watch time
and engagements on your channel.
People love
dubbed content.
Content localization is not new, and has
been around since 1930s in form of
dubbing.
Entertainment industry has long
understood the profits and revenues that
lie cross border with localized content
and has seen major success with this
approach for a very long time.
It is one of the reasons why Disney, Pixar,
NETFLIX and other big giants release
films dubbed in multiple languages.
Bet For
Profitability
While there exist no direct formula for
success in any field, what makes this
industry unique is the bet for profitability.
Experts say what makes these versions
attractive is the cost of dubbing compared
with the returns.
In the longer run, the returns always
exceeds the investement of time and
money.
Avengers :
Endgame Stats
The movie was released with over 21 Dubbed
versions all across the world.
It collected a total of $858 Million from it's
domestic market and $1.9 Billion from
International market.
The film grossed $400 Million from India
alone through 4 languages namely English,
Hindi, Tamil and Telugu.
Global Audience
on YouTube
73%
of YouTube users
come from non-english speaking countries
Let's break down, what countries are
consuming the most video content on
YouTube.
Source- https://www.businessofapps.com/data/youtube-statistics/
- Alexa YouTube Statistics
4 out of Top 5 countires with most YouTube users are non-
english speaking countries. Releasing content in multiple
languages would be a strategic decision for creators to tap
into non-english speaking market.
USA English
India Hindi
Japan Japanese
Russia Russian
China Chinese
Fastest growing
market : India
India, in second place is earmarked as a
significant future growth market for
YouTube.
As of August 2018, Google announced
that that there were 245 million active
YouTube users in India and that this
figure is predicted to double over the
next two years.
Most subscribed
YouTube channels
As of May 2019, in Millions
100 Source- Social Blade
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With two Indian Channels in top 5 most
subscribed channels, these stats points to
the power of current Indian YouTube
market, which is expected to double by
2020.
Conclusion :
Providing content to the Indian market
seems to be one of the most sure-fire
ways to accrue millions of views.
Those looking to cash in on this surge
in traffic from the world’s second-most
populous country might do well to note
that YouTube statistics show,95% of
this content was consumed in local
languages.
A one-size fits all international
approach to content creation, then, will
not pass muster in this huge and
diverse nation.
We are content localisation company
based in India, born from specific needs
of creators and VOD platforms.
Our localisation experts have worked for
clients like NETFLIX, DISCOVERY
CHANNEL, HISTORY TV, PRIME VIDEO
and many more.
We understand how YouTube dubbing
is drastically different from just
translations and Voice overs and we
are here to help you.
We are the one stop solution providing
complete services to ensure, your
video makes it to the tip of the iceberg
of massive YouTube content.
LET'S TAKE
YOUR CONTENT
ABROAD
CONTINUE
Visit our website to learn more
