Today, we are exposed to global content that is more accessible than ever. Whether it's a romantic Korean drama, a contemporary Marathi film, or a thrilling BBC documentary, we have many platforms to consume content and be informed about the latest happenings in the world. Two key methods often emerge to enable us to understand global content: subtitles and dubbing. Both have their merits, but which one works best for you? In this blog, we will discuss in detail how the global audience consumes media content with subtitles and dubbing, and we will present some statistics to help you make an informed choice.
What Are Subtitles?
Subtitles are textual translations of spoken dialogue on the screen, typically at the bottom. Non-native speakers of the original content language can still follow subtitles, preserving the integrity of the original audio.
Subtitles function as closed captions for the hearing impaired or hard of hearing. Streaming platforms like Netflix and YouTube frequently use subtitles to reach a global audience. Learn more about subtitles.
What Is Dubbing?
Dubbing is adding new dialogue or other sounds to the audio track of a project that has already been filmed. Dubbing typically translates foreign-language content to the target audience's language. Foreign language films are translated from original dialogue, and the translator carefully decides what words to use based on lip movement, tone, and script. With this method, viewers can enjoy the content in their language without reading subtitles. When dubbing was introduced to make foreign films accessible to local audiences in the 1930s, it became increasingly popular, particularly in Europe.
AI dubbing has emerged quickly in the field in recent years, making the process easier and quicker. AI models can create a voiceover in a different language that resembles the intonation and tone of the original actor. While the accuracy still needs to be worked on, many companies are trying to fill that gap to drastically cut down on the time and expense of conventional dubbing. AI dubbing can completely transform the dubbing process and make high-quality voiceovers more widely available for different purposes.
Subtitles vs. Dubbing
Both subtitles and dubbing have distinct advantages, and understanding these can help you decide which works better for your content or viewing habits.
Feature | Subtitles | Dubbing |
Definition | Translated text displayed at the bottom of the screen
| Voice-over translation replacing the original dialogue |
Cost | Typically, cheaper and faster to produce
| More expensive due to voice actors and sound engineering |
Cultural Authenticity | Maintains original voice and emotions
| Localizes the content for a specific audience
|
Accessibility | Helps both foreign audiences and those with hearing impairments
| Focused on language accessibility for foreign audiences |
Viewer Experience | Viewers must read text while watching
| Seamless viewing experience, as the content is fully localized
|
Content Preservation | Keeps the original audio intact
| Alters the original audio and may distort the authenticity |
Who Uses Subtitles and Dubbing?
While the choice between subtitles and dubbing depends on the audience's preference, regional trends, and the content consumed globally, viewer preferences for subtitles or dubbing vary by region, cultural habits, and language.
There are some critical insights into the global preferences for subtitles vs. dubbing:
80% of Americans prefer subtitles over dubbed audio for foreign content.1
67% use subtitles to learn or practice a new language.1
94% of Gen Z and 80% of Millennials opt for subtitles, valuing the authenticity of the original performance.1
In India, 72% of viewers prefer subtitles when watching content in unfamiliar languages.2 However, East and North India prefer dubbing as compared to South India 1 2
A survey by Morning Consult in April 2022 shows that the countries that prefer subtitles are South Korea (70% preference), Norway, Netherlands, and Sweden, the United States (76%), China (66%), and India (68%).
Whereas countries that prefer dubbing are Mexico (86% of foreign content viewers prefer dubbing), Brazil (80%), Germany, Italy, France, and Spain are among the top countries where dubbing is highly favored for entertainment.
A survey by Statista shows the share of users who watch content in other languages and prefer subtitling or dubbing by country as of November 2021. Subtitles are not clearly preferred over dubbing or vice versa. More in-depth study is needed to draw any conclusions.
Choosing Between Subtitles and Dubbing
The choice between subtitles and dubbing is not always straightforward, so here is the gist to help you make a better choice.
Subtitles may be ideal for viewers who prefer the authenticity of the original content, language learners, or companies by budget constraints.
Dubbing is used by high-budget productions, animated films, and content that aims for total immersion. AI-dubbing can also be a game changer for smaller media companies, balancing quality and cost.
For streaming platforms and OTT services, a combination of both subtitles and dubbing can attract the widest possible audience, catering to varying regional preferences.
As AI transforms the content industry, localization becomes more efficient, improving viewers' experience. At Textar, we can serve you both and assist you in selecting the best alternative for your content. We leverage AI and human feedback to translate various languages and provide subtitles or dubbing services. We emphasize quality and translation accuracy, ensuring your worldwide audience has a smooth experience. The choice is yours!
Feel free to drop us a message at sales@timbel.net
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