Have you ever tried to watch a popular movie or TV series, but it never created the excitement you get from the reviews you read online? It happens all the time. There are instances I have tried watching international comedians with live audiences who are laughing at their jokes, but I seem not to get it. This happens due to cultural differences.
Things that might make sense to a certain region might do the same to you. For instance, the Americans are known for scripts that have humor and pop culture. British films, on the other hand, are characterized by witty humor and dramas. Some culturally accepted things in some regions might be offensive in others.
Importance of localisation
Localisation looks like an expensive undertaking for entertainers and businesses. However, it is worth it as you can create and offer products that a certain region relates with. Amazon, one of the biggest e-commerce platforms, has stores in different regions. For instance, you will find Amazon US, Amazon UK, and Amazon Canada with different domain extensions.
Even gaming sites tend to launch special localised versions of their websites. Some, such as https://casinodaysindia.com/live-casino-games/, even have a separate brand and URL, leading to localised content catering to selected geographical segments.
Localising an entertainment service offers the following benefits:
- Deeper engagement
- Increased user-base
- Accessibility for all
- Improved brand image
- Content relevancy
International entertainment services that have embraced localisation
It is estimated that the entertainment industry generated $31.23bn in 2022. This industry is very broad, with sectors such as music, film, sports, and video games, to mention a few. Most companies in the entertainment industry are always looking to conquer new markets. Localisation is one of the approaches they use. These are some of the big brands in the international entertainment space that are embracing localisation:
Netflix
Netflix is one of the biggest names in the movie industry. The company has embraced localisation in its content production and distribution, as evidenced in films like “Money Heist” in Spain and “Squid Game” in South Korea. Netflix also offers subtitles to help viewers follow programs that might not be in their language. We have also seen some films being available exclusively in certain regions. The company is also working with local current creators in various parts of the world.
YouTube
YouTube is a product of Google, one of the big names in the entertainment industry. It has been a home for content creators who earn through different monetization approaches. The company has various algorithms that determine the nature of the content on the feed. YouTube’s multi-language support also makes the content available to diverse users. YouTube also allows users to post videos created in different languages to cater to certain audiences.
Apple TV+
Apple Inc. started as a computer hardware company but is now one of the biggest tech companies. Apple TV+ is one of its products, and users can watch exclusive content on its various supported devices. The company has embraced localisation as evidenced by the airing of Tehran, a spy thriller curated around an Israeli context. Apple TV+ is also known for using region-specific marketing campaigns for different regions.
Spotify
Spotify is a big name in the music streaming industry, with over 574 million active users monthly. This platform creates region-specific playlists that users can browse through. Its apps are available in different languages to increase its reach. The company also promotes local content and partners with local creators to create a local vibe.
Amazon Prime Video
Amazon has become a multifaceted company offering an ecommerce platform, a video streamer, and a cloud storage platform. The platform has algorithms that filter content based on a region. For instance, a film such as “El Presidente” can be available in Latin America, while an Indian user is suggested to watch Mirzapur.
Some companies are embracing localisation to make their content more relatable. However, we still have a long way to go, as some regions are rigid and might not be so welcoming to such approaches. For such programs to work, these entertainment providers must also have local representatives who can relate to the audience.
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