According to recent estimates, approximately 76% of Gen Z and Millennial consumers watch foreign-language films and television shows. In today’s globalized world, the demand for content that crosses linguistic and cultural boundaries has never been higher. Streaming platforms and media sharing sites serve an ever-increasing number of customers from around the world, so today’s creators must carefully consider how best to make their audio and video content accessible and engaging to a global audience.
Dubbing has emerged as a critical tool for creators looking to appeal to consumers around the world because it enables viewers to engage with media in their native languages. Let’s delve into the fundamentals of dubbing and localization and discuss how Verbit’s dubbing services are helping content creators and media producers expand their global reach.
What is dubbing?
Dubbing refers to the process of replacing the original spoken dialogue of a video with a new dialogue track recorded in another language. It’s frequently used to provide audible, real-time translations of media content like film, television and even video games. Unlike closed captioning or subtitling, dubbing content does not provide any on-screen, text-based information and relies solely on recorded audio tracks to provide the translation of a piece of media. The final result is a more engaging and comparable content experience for viewers tuning in for foreign-language media.
How does dubbing work?
There are several steps involved in the standard dubbing process:
- Script translation: Skilled linguists translate the original script of the media into a particular target language. Some dubbing providers like Verbit offer localization services that ensure final translations are specifically tailored to particular regions by reflecting subtle differences in communication styles, colloquialisms, etc.
- Adaptation/editing: Once a script is translated and localized, it may require further editing to ensure the translated dialogue matches the existing timing and lip movements of the on-screen media. If the translated version of the dialogue is too long, for example, it will need to be adjusted to align more closely with the original timing.
- Casting voice actors: After a dubbing script is finalized, a dubbing service will need to hire voice actors to record the newly translated dialogue. It’s important to hire performers who confidently speak the target language and whose performances complement the tone, style and personality of the original, on-screen actors.
- Recording: Actors selected during the casting process will record the translated dialogue in a sound studio. Typically, actors will view the original media while recording the new dialogue to synchronize their line delivery with the original actors’ performances.
- Post-production: The final step of the process involves mixing the dubbed voices with the original media to maintain an appropriate balance of sound between dialogue, sound effects and background music. When all is said and done, the dubbed audio should fit seamlessly with the rest of the visual and audible elements of the original media.
Human vs. AI-voiced dubbing
In the past, human actors were the only available resource for recording dubbed audio. However, recent advances in technology have yielded synthetic-voice options that mimic human speech to a remarkably convincing degree. AI dubbing can be a cost-effective solution for early-career content creators who do not have the resources available to hire professional human performers. Human dubbing is also a time-consuming and labor-intensive process. Investing in AI-based dubbing services can help expedite the dubbing process while conserving valuable resources.
It is worth noting that AI-voiced dubbing is still in the relatively early stages of development. Despite its potential to save creators time and money, artificial intelligence may not adequately replicate the nuances of human speech and communication, nor does AI have the ability to embody the emotional depth that human actors can achieve in dubbed audio recordings. For this reason, creators looking to appeal to their audiences on an emotional level will likely want to stick to single or multi-voiced human dubbing services.
The benefits of dubbed content
Dubbing provides numerous benefits that can enhance the impact of your content:
- Expanded audience reach: By offering content in multiple languages, you can tap into new markets and reach a broader audience. This is particularly important for global brands, streaming platforms and educational content providers who aim to connect with audiences of diverse backgrounds.
- Improved accessibility: Dubbing makes content accessible to individuals who may have difficulty reading subtitles due to vision loss or neurodivergent conditions. By providing an auditory version of a translation, creators can support global viewers with disabilities and/or specific learning needs.
- Enhanced viewer engagement: When content is dubbed, viewers can more fully immerse themselves in the content. While a significant percentage of the population currently consumes content with subtitles enabled, there are still many viewers who prefer to engage with information in non-text-based formats. Dubbed audio can better support those viewers and deliver more engaging experiences for audience members around the globe.
Dubbing and content localization
Dubbing plays a crucial role in the broader strategy of content localization. Across the board, today’s consumers prefer to engage with content that feels like it was tailor-made for them. In fact, research suggests that 65% of consumers prefer to engage with content in their own language, even if the provided translations are imperfect. That’s why it is so important for creators to offer multilingual content experiences for their audiences. By offering localized translations via dubbed audio, content creators can expand their global reach while sending a clear message that they value diversity and inclusion.
Dubbing takes the localization and globalization processes a step further by ensuring translations are accessible to viewers with disabilities. Though audiences have historically reported a preference for subtitled content over dubbed content, recent advances in technology stand to revolutionize the viewing experience. Artificial intelligence and advanced audio mixing technology, for example, can make audio-dubbed content more enjoyable, relevant and engaging for all viewers, thus delivering more equitable content experiences to viewers around the world.
Verbit’s dubbing solutions
Verbit offers advanced dubbing solutions that leverage both human expertise and AI technology to deliver high-quality dubbed content for a range of media offerings. Our Verbit Dub service boasts:
- Expert translation services
- AI-generated and human dubbing options
- Localization services
- Language and style customization options
- Seamless integrations with media hosting platforms
Whether you need human-voiced dubbing for a feature film or AI-voiced dubbing to enhance the accessibility of an academic media catalog, Verbit provides customizable solutions to meet your specific needs. Our dubbing professionals are experts in the field and can tailor your dubbed audio to the unique specifications of popular platforms like YouTube while remaining true to your artistic vision.
From beginning to end, our team prioritizes accuracy and equity in our dubbing solutions. Our translations are tailored to meet the needs of your audience, and our audio recordings are meticulously synchronized to your media content to ensure all viewers receive an equitable and engaging experience. We also provide clients with access to in-territory creative directors, mixers and voice artists so they can rest assured that all final products will appeal to their target audiences.
An essential piece
Dubbing is an essential component of content localization, and the need for high-quality audio dubbing services will only continue to grow alongside the ever-expanding global content market. High quality content dubbing and localization can help creators deliver more equitable, engaging and enjoyable content experiences to viewers of all backgrounds and abilities.
Verbit is pleased to offer a comprehensive selection of dubbing options to help creators find the solution that best suits their needs. Whether you want to utilize our proprietary AI software or harness the talents of multiple human voice actors for a large-scale creative project, Verbit’s platform is highly customizable and designed to complement your existing content strategy. If you’d like to learn more about Verbit Dub or have questions about our other accessible media solutions, reach out today to speak to a member of the Verbit team.