Netflix says dubbed Korean unscripted titles get over 40% of viewing
Netflix highlights the importance of dubbing in globally distributing Korean content, noting that over 40% of viewing for branded Korean unscripted series on its platform is dubbed, particularly favored in regions like LATAM and EMEA. The company details its meticulous dubbing process, which involves script adaptation, voice talent selection, and cultural workshops to maintain authenticity and connect with original creators.
Key Takeaways
- Over 40% of viewing for branded Korean unscripted series on Netflix is dubbed.
- Brazil, Mexico, LATAM, and EMEA show a strong preference for dubbing over subtitles.
- Netflix says dubbing starts with script adaptation and careful voice-talent selection.
- The Korean dubbing team runs cultural and linguistic workshops to localize terms like “oppa” and “unni.”
- Catherine Retat called dubbing “a second production”; John DeMita said audience feedback helps prioritize lip sync or cultural references by market.
Why It Matters
Netflix is treating dubbing as a distribution layer, not just a localization task. The company’s own data shows dubbed viewing materially outweighs subtitle-only consumption for branded Korean unscripted series, especially across Brazil, Mexico, LATAM, and EMEA. That makes voice work part of how global content travels, alongside script adaptation and market-specific cultural choices. The wider signal for streaming teams is that localization quality can shape reach by region and format, not just language coverage. What to watch next is whether Netflix surfaces similar dubbed-viewing shares for other non-English content categories.
Read full article at about.netflix.com