Netflix Enhances Dubbing to Draw You into More Reality TV

Netflix's strategy to keep subscribers engaged and broaden the appeal of its content involves a meticulous approach to cultural authenticity, especially with its popular South Korean shows. Recognizing that the global success of non-English content, particularly from South Korea, hinges on more than just translation, Netflix has implemented a unique training program for its dubbing teams. Hundreds of voice actors and staff members from the U.S., Europe, and other regions are participating in 90-minute cram sessions designed to immerse them in South Korean culture, language, and expressions. The goal is to ensure that the dubbed versions of these shows maintain their original flavor and nuances, avoiding the pitfalls of feeling too "Americanized" or losing their cultural essence in translation.

This approach is part of Netflix’s broader effort to make unscripted reality TV—a genre that often struggles to cross cultural boundaries—more globally appealing. South Korean content has proven to be particularly effective in this regard, with shows like “Physical: 100” achieving unprecedented success. The show, which features 100 contestants competing in intense physical challenges, became the first non-English unscripted show to top Netflix’s global top-10 list, resonating with audiences in over 80 countries, including major markets like the U.S., France, and Brazil.

The success of these shows is not just about subtitles or translations; it's about capturing the essence of the characters and the subtleties of the original language. For instance, Austin Kuniyoshi, a Los Angeles-based actor who dubbed the voice of a former South Korean firefighter in “Physical: 100,” dedicated significant time to studying the contestant’s physicality and persona. Despite challenges such as not having a naturally deep voice, Kuniyoshi leveraged his understanding of Korean culture, gained from watching K-dramas and his personal experiences as an Asian-American, to deliver a more authentic and natural performance. He focused on replicating the character’s self-confidence and deep voice, while also conveying social cues and honorifics unique to Korean culture, such as “hyeong,” which means “older brother” but also conveys respect and familiarity among male friends.

Netflix’s commitment to quality dubbing extends beyond South Korean content to include shows from Japan, India, France, Brazil, and other countries. This human-centric approach to dubbing and localization has been well-received by both viewers and original cast members. For example, Hong Beom-seok, the contestant voiced by Kuniyoshi in "Physical: 100," appreciated the effort to preserve the authenticity of his character, though he humorously noted that his own voice might suit him best.

The strategic push for better dubbing and localization is part of Netflix’s response to the shifting landscape of streaming content. As major streaming platforms become more cost-conscious, there has been a noticeable shift towards producing more unscripted shows, which are generally less expensive than scripted dramas. According to London-based research firm Ampere Analysis, unscripted shows now make up nearly half of the content produced by major streamers, a significant increase from five years ago when scripted shows dominated.

For Netflix, the challenge lies in making these unscripted shows resonate across different cultures and languages. While prestige dramas might benefit from repeat viewings, unscripted content like reality TV often has a shorter shelf life because the excitement largely hinges on the suspense of the outcome. Once viewers know who wins, the rewatch value diminishes. Therefore, Netflix’s focus on enhancing the quality of dubbing and translation is not just about accessibility but about retaining the emotional and cultural impact of the original content.

In an increasingly competitive streaming market, Netflix’s efforts to preserve the authenticity of its international content could be a key differentiator. By investing in cultural education for its dubbing teams and emphasizing the importance of nuance in translation, Netflix is positioning itself to deliver more engaging and relatable content to its global audience. This approach not only supports the company’s goal of customer retention but also reinforces its commitment to diversity and cultural sensitivity in the content it offers.