The rising value of AV media globalization

Global audiovisual content is more diverse than ever

English remains a dominant force in global media, not just because it has historically been the language of major movie production companies and streaming platforms, but also because English continues to be the default language for business around the world. Still, the demand for translation into a diverse range of languages is surging.

According to multiple research sources, the global market for media translation and localization continues to grow. Streaming platforms like Netflix, Amazon Prime Video, and Disney+ have been key catalysts in the globalization of media, as they have not only made international content readily accessible but have also invested heavily in localization.

It is commonly accepted that viewers are more likely to subscribe to streaming services that offer content in their language, whether dubbed or subtitled. Growing demand after the global success of a few well-known titles, such as South Korea’s Squid Game,has fueled a surge in audiovisual translation and dubbing services. And the availability of more localized content in streaming platforms has democratized content distribution, allowing viewers to access an ever wider range of programming choices, including films, series, and documentaries.

Video content platforms like YouTube and Vimeo, which opened the door to individual content creators as well as institutional and commercial video presence, now reach almost every corner of the globe, making it easier than ever to produce and distribute audiovisual information and entertainment, creating or boosting brands, and opening new markets and marketing channels.

Mapping the flow of media across borders

Subtitling and dubbing is now ever-present in televisions, tablets, and phones the world over. Major broadcasters are expected to at a minimum offer captioned content for accessibility compliance, and some, including the UK’s BBC, the US’s NBC, France’s Téléfrance, and Germany´s DW have gone beyond, offering in-language, dubbed or subtitled content. These companies need localization services for all kinds of audiovisual content, including websites and advertising videos on multiple media.

The global film industry grew to over USD 300 bn in 2024, and production companies of all sizes are now looking at doing more with less, i.e., taking advantage of automation in localization to expand beyond domestic markets for title distribution.

The United States remains a major exporter of media content, with an industry valued at over USD 36 bn, and US English-language programming continues to be dubbed and subtitled for audiences worldwide. American productions have long enjoyed strong demand in markets like Latin America, Europe, and India, but as more areas of Asia and Africa gain access to digital content, more people are looking at productions like superhero movie franchises to be subtitled or dubbed into more of their regional languages.

South Korea has seen its cultural exports, including K-pop music and K-dramas, gain immense popularity across Asia, Europe, and the US. Netflix has played a key role in distributing Korean content globally, fueling demand for subtitle translation and dubbing from Korean into English and a few additional dominant languages. The estimated value of the Korean film and TV industry at time of publication of this article is over USD 2.5 bn.

The second season of Squid Game, released in December 2024, is available in eight subtitled languages and nine dubbed languages for European audiences. Indian viewers will be able to watch dubbed episodes of the series in Hindi, Tamil, and Telugu.

Similarly, Japan's anime industry continues to captivate audiences worldwide, with popular titles like “Attack on Titan” and “Demon Slayer” driving demand for Japanese-to-English and other language translations. But that is not the only genre gaining popularity. In fact, there are now dozens of Netflix and the Japanese TV and film industry is valued at about USD 6.4 bn.

India, with its prolific film industry, is also witnessing increased demand (growing to USD 30 bn in 2024). In such a culturally and linguistically diverse country (with over 100 languages and thousands of dialects), a burgeoning middle class is itself a key emerging market for localized AV content, but the Indian diaspora and international audiences are being increasingly exposed to localized Indian productions.

Southeast Asia has a rapidly growing digital economy and young, tech-savvy population. It has become a hotbed of emerging media markets. Indonesia, Vietnam, and Thailand, in particular, are witnessing a surge in local content creation, fueled by increasing investment in film and television production. This has led to a growing demand for translation services, and local languages like Bahasa Indonesia, Vietnamese, and Thai are gaining prominence.

Latin America, with its strong tradition of soap operas (“telenovelas”) and growing appetite for digital content, is also witnessing a surge in demand for translations from Spanish and Portuguese.

Turkey is a clear global competitor to Latin American soaps with its popular drama series (“Dizi”), which in the years since the COVID pandemic have gained increasingly larger audiences. It has also had the added effect of attracting more tourists to its picturesque cities and landmarks.

Africa is no longer left behind when it comes to major global markets. The continent’s diverse cultures and languages present a significant opportunity for content creators and distributors. The rise of mobile technology, particularly, and increasing internet penetration is fueling demand for audiovisual content in major regional languages like Swahili, Yoruba, and Hausa.

Several factors are driving media consumption in emerging markets, beyond increased internet access and smartphone penetration. Rising incomes and a growing middle class have also created a larger and more engaged audience for AV content. There is also growing demand among digital natives (millennials and Gen Z) for authentic stories that reflect the unique cultural identities of these regions. All in all, localized AV content is a strong global business opportunity.

AV translation: AI, authenticity, and accessibility

The future of media translation is being shaped by several key trends. AI and machine learning are becoming standard in localization processes and workflows, making them faster, more affordable, and more efficient. Large Language Models (LLMs) are being used to automate tasks like transcription, subtitling, captioning, and dubbing, while also improving the accuracy and fluency of translations.

There is also growing awareness of cultural diversity, representation, and inclusivity in media. Audiences are increasingly interested in AV content that reflects the richness and complexity of the world around them, content that is credible and more authentic because it was created locally (a major factor in the success of many YouTube channels).

The democratization of content creation tools is empowering individual creators and small production houses to create global-worthy content. This is opening up new frontiers in AV localization, as more storytellers and stories than ever before are finding a global audience.

Storytelling is a traditional way to connect people and AI technology is now helping overcome the limits once imposed by language diversity on potential connections. These dynamics continue to evolve and new media frontiers emerge: the language of media itself will continue to evolve, reflecting lower barriers to entry for emerging markets.

As AV localization continues to grow in size and importance, from an economic perspective this is an opportunity not to be missed. Several mergers and acquisitions are happening, and companies are also partnering with or acquiring AI-focused companies (offering tools like AI dubbing, transcription, and subtitling) to stay competitive, grow, and strengthen their position in different markets.