Audio dubbing in the spotlight

There’s no doubt about it – the streaming industry has become an incredibly competitive marketplace, with many production companies looking to get in on the action. While Netflix effectively held a monopoly on streaming content in its early years, it now faces stronger competition from large rivals such as Amazon Prime Video and Disney+. Smaller alternatives are also springing up regularly – see Paramount+ or Mubi for example – each serving their own niches.

With more streaming services now vying for content, many have had to turn to international programming in order to bulk out their libraries and entice audiences to stick around and keep renewing. These shows are starting to become more mainstream too: just think about the success of titles such as Squid Game for example. While these shows will often be subtitled, the vast majority of them will also be dubbed into several languages so that audiences can feel more engaged.

What is audio dubbing, and how does it work?

Audio dubbing services will take content produced in one region, then provide a new, native voice cast for each target locale. The best audio dubbing services will work with clients’ creative teams to identify the tone and personality of characters and shows, and help cast the new voice actors to be attached to the project (with voice actors sometimes needing to take the place of even super-famous Hollywood stars!). While professional studios can often provide services such as audio dubbing online, major releases such as those offered through content streaming platforms will typically be recorded in studios to ensure the highest possible audio quality and the best viewing experiences.

Dubbing can be a challenging process, as scripts will need to be translated (although, as a creative medium, transcreation often works best here), new actors will need to be found, and recorded audio will need to be matched with what is happening on screen. For higher budget prestige projects, many companies will opt for lip-sync dubbing too, which adds an extra layer of complexity. These challenges are often too difficult for production companies to handle in-house, which is where language service providers with specializations in the audiovisual sector can provide strong support.

Audio dubbing for video production is truly an art, and one that often doesn’t get the praise it deserves. The next time you’re watching an international series on your streaming service of choice, take the time to explore the dubbed version and see how immersive the experience is.

Alpha Studios is the audiovisual specialist division of Enterprise Localization company Alpha CRC, and has extensive experience providing services such as audio dubbing on video, subtitling, and voiceover localization.