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The following is the Research shows that British audiences are the least willing to watch foreign language content From Ampere recommended by recordtrend.com. And this article belongs to the classification: Life data, User Research.
According to the follow-up survey of consumer media and entertainment conducted by ampere, consumers in English market are the least fond of foreign language content, while consumers in Britain and South Africa are the least fond of subtitles and dubbing content.
In the UK, only 24% of Internet users say they like subtitled content and 15% say they like dubbing content.
While preferences vary by market, ampere found that in all regions, younger audiences prefer overseas content to older audiences. Generally speaking, in all markets, people aged 18-24 prefer subtitle content, while older people prefer dubbing content to younger people.
Dubbing and subtitle: different preferences
Although local content is still important, in most markets, a considerable number of consumers like to watch international content. Viewing preferences for subtitles, dubbing or original language vary from market to market and can be divided into four categories
English Market: in the English market, the proportion of consumers who like watching subtitles or dubbing content is the lowest. Britain, South Africa, Canada, Australia and the United States all enjoy watching content in local languages. Markets with a strong local content tradition, such as France and Japan, show similar characteristics.
Markets that appreciate local content without a strong preference for dubbing or subtitles: India, Mexico and China, where consumers prefer content with subtitles and dubbing at a higher rate.
Markets that prefer dubbing: Germany, Italy, Spain and Brazil clearly prefer to watch dubbing international content. Germany is the most extreme, only 17% of consumers like subtitle content, while 44% of consumers like watching dubbing content.
Markets with strong preference for subtitles: consumers in Scandinavia and the Netherlands prefer dubbing content to subtitles or original language content.
Do streaming giants meet these needs?
Netflix’s English market is 100% subtitled. Consumers in countries such as Sweden and the Netherlands prefer subtitles to dubbing. Netflix’s catalog meets this demand, and more than 80% of the catalogs are localized through subtitles. Turkey is an exception – Netflix users have a high preference for subtitled content, but only 5% of Netflix directories have Turkish subtitles. In markets that prefer dubbing content, only about 60% of Netflix directories offer audio in local languages.
Amazon Prime video, by contrast, offers more local content in some of its major retail markets, as well as higher dubbing rates – in some countries, such as France, Italy and Spain, 70% – 80% of its directories are dubbed. This reflects consumer preferences in these markets – more consumers like dubbing content than subtitles. However, in markets such as Mexico and the Netherlands, where subtitles are preferred, only 40% to 50% of catalogues have subtitled content. Like Netflix, Amazon’s dubbing content catalog in Turkey is particularly low. In sharp contrast, there is a strong demand for dubbing content in Turkey. In Turkey, 73% of Amazon users like dubbing content.
Lottie towler, senior analyst at ampere analysis, said: “Netflix and Amazon Prime video take a very different approach to content localization. Amazon Prime video offers higher local content and dubbing rates in key retail markets such as India, Germany and Japan. At the same time, Netflix relies on subtitles for localization in the markets we analyze. In several cases, the market with the least localized services is one of the highest income markets – especially France, Spain and Germany, which all show a preference for dubbing content rather than subtitle content. Providing more dubbing content for these key markets will make it easier for consumers to watch international programs. “
Source: Advanced Television * this article is compiled by the future media network
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