21 Jun Screen Engine/ASI: More Than Half of Consumers Watch Content in a Language Other Than Their Own
June 21, 2023 | More than half of respondents to a late 2022 survey by Screen Engine/ASI said they watch content in a language other than their native tongue. Of the 60 percent of respondents who said they watched non-native language content, 20 percent did so at least twice a week, while 18 percent watched less than once a month.
The survey was conducted for “What Makes a Good Dub?,” a white paper in development by the Localization Committee of DEG’s Advanced Content Delivery Alliance (ACDA).
Screen Engine found that among viewers who do watch non-native language content, only 14 percent watch in the original language. More than half of respondents said they watch both subtitled and dubbed programming, while 20 percent watch subtitles only and 14 percent watch dubbed programs exclusively. Among the top issues that made viewers stop watching dubbed programming were voices that don’t match the characters and poor synchronization of dialogue.The white paper, a project of the Localization Committee’s Creative Quality subgroup, will be published later this year.