In a globalised world, media companies seem to have discovered that the key to grabbing audience attention is tailoring content to their regional tastes and preferences. The phenomenon is believed to give way to a more nuanced approach where local cultures, languages, and interests drive content creation. The shift is not just a trend but a strategic response to the media landscape which has been changing rapidly. According to a report published by Lokalise, a continuous localisation platform, 85% of companies’ growth strategies require localisation
The shift toward localisation
The push for localised content seems to have modified the media and entertainment industry. According to the Lokalise report, 87% agree that it is the key for successfully entering new geographic markets. It is believed that this shift is driven by the recognition that audiences have been increasingly seeking culturally resonating content. For example, Netflix invested heavily in producing localised content across different markets. Ranging from Korean dramas like Squid Game to Indian films, Netflix seems to have focused on several original series and films in languages other than English. The potential of catering to diverse regional tastes can be understood from the fact that Squid Games: Season 1 reported over 220 crore hours of watchtime, as of 2023, reported by Netflix.
Regional market penetration
It is not only streaming giants who have had success after focusing on localised content. Traditional media companies also got the benefits of regional adaptation. For example, Disney has created localised versions of its popular shows and movies to fit into regional tastes. Not to mention Disney+Hotstar, launched in India offers a blend of Disney’s content and regional programming which includes local language films, series, reality shows among other contents.
The impact of localisation can be understood from the fact that, in 2024 local media’s traditional advertising revenues in the US will amount to an estimated $88 billion. The segment’s digital ad revenues is expected to reach $84 billion which include local political advertising too, as reported by Statista. In addition to that, a survey conducted in December 2021 found that more than half of senior media executives strongly agree that global streaming services have been becoming more attractive as co-producers for local players to fulfill local content needs. Only four percent of respondents strongly disagreed, as per Statista.
Case studies
There are a few case studies that demonstrate the financial and cultural benefits of localised content. For instance, recently Bollywood has expanded its reach and influence beyond India. Films like Dangal, and Bahubali: The Begining among others have gained attention from all over the world. Not to mention, ‘Naatu Naatu’ from RRR, an Indian film won the Oscar for Best Original Song. Apart from Bollywood, South Korea’s investment in localised dramas, popularly known as K-Dramas has also paid off handsomely. According to a 2023 survey conducted across 26 countries around the world, about 41% of respondents stated that K-dramas were very popular in their countries that year. In total, around 68 percent of respondents felt that K-dramas were generally popular even outside of dedicated fan circles.
The future of localisation
It seems that the trend towards localised content is likely to continue growing. As technology and data analytics improve, media companies will have greater tools to understand and predict regional preferences. In summary, it can be considered that, not only expanding reach, media organisations have been fostering stronger connections with audiences around the world with this strategic shift.