The dubbing metamorphosis. Where do we go from here?

Abstract

The boom of streaming content is fuelling the demand for dubbing in several languages, even in those territories where viewers are less accustomed to localized content. Emerging localization trends such as English-language dubbing are slowly becoming the norm (Hayes 2021; Sánchez Mompeán 2021; Spiteri Miggiani 2021). In 2021, Netflix alone experienced a 120% growth in dubbing with 5 million dubbed minutes — a high number when compared to the 7 million subtitled minutes of content (Slator 2022). The volume is such that the industry is reporting a localization talent shortage, which refers mainly to translators (Green 2018; Deck 2021; MESA 2022). Over-the-top platforms are bursting with international content; the surge in non-English language shows and the possibility to choose a preferred translation mode and target language have been real game changers. All this has revolutionised the way viewers approach and consume screen translation. The localization industry has had to adapt rapidly to this dubbing revolution (Ranzato & Zanotti 2019), while ensuring quality and binge-watching satisfaction levels.