The streaming wars have pitted major platforms against each other in a race to the top, but Netflix has found a secret weapon by promoting foreign language films and shows. The pivot to global markets is a huge success for the platform, and there are plenty of reasons why the strategy has worked out so well for Netflix.
Here's how foreign films and shows are helping Netflix succeed in the race to win more subscribers.
Foreign Films and Shows Expand Reach
The inclusion of local-language programming has been at the center of Netflix's approach to global reach.
To expand Netflix subscribers to more areas of the world, films and shows from places like Spain, Germany, France, and Korea have all been released to huge success. Not only do these films and shows have success in their home countries, but they have also hit big with international audiences as well.
In 2020, the commitment to foreign content has led to the biggest subscriber growth Netflix has ever seen, with over 200 million active watchers. More than 60% of that total came from countries outside the US.
As Netflix continues to bring in huge numbers from foreign markets, it's clear the platform's growth strategies are working, putting the streaming service ahead of competitors globally.
Films and Shows Are Being Heavily Dubbed
One of the major reasons foreign movies and shows are celebrating considerable success in non-native markets is the abundance of dubbing. This is where foreign films released in the US have English actors dub their voices over the foreign-speaking actor's voices.
This process has not always been available to English audiences because a lack of resources led to inferior techniques and results. The dubbing would often be a distraction from the film or show itself, much like watching old martial arts movies with comically poor dubbing.
Netflix has changed this perception by investing millions into an entire network of voice actors who generate voice-overs for dozens of countries. It found that films and shows that included dubbing performed better overall than those that only included subtitles.
Because the barrier of entry to watch foreign-language content has lowered so much, more people are becoming exposed. As Netflix continues to lower the bar for foreign language films and shows, the upward trend for foreign subscribers should continue to grow.
Small Budgets Make Big Impact
The underlying success of foreign language films doing well on Netflix is how much they cost to make. You won't find the multi-million dollar budgets of high-profile shows like The Mandalorian or Game of Thrones.
Instead, these comparatively low-cost films and shows are causing some of the biggest hits on streaming platforms. Squid Game is the biggest show Netflix has ever produced, and the low cost to make it shows how desirable this type of content is for streaming platforms.
The streaming wars have produced some of the highest bids for old TV shows like Friends or The Office media has ever seen. With a new type of content being introduced that has produced big results, you can expect other streaming platforms to follow suit.
The success of foreign-language films is a success not just for the industry, but for the actors and actresses as well. As subscribers show more interest in foreign-language films, actors from all parts of the world have an opportunity to ride the wave of success to better projects in the future.
Foreign Films and Shows Push Netflix Ahead
There's no question the recent success of Squid Game and other foreign-language films have led to Netflix enjoying some of its biggest subscriber numbers yet. This type of content expands Netflix's reach globally as well as lowers the investment into new content. It's a win for everyone involved.