I was tasked with creating excitement for non-English language content amongst 18-34 year old U.K. audiences, leveraging this as a conversation driver among fans of entertainment and getting them to consider, explore, as well as try watching more non-English language films and series on Netflix.
After some research, I discovered the U.K. actually has the highest levels of accent diversity in the English-speaking world. This was a valuable insight as accents and our lingo celebrate our individuality and connect us through a shared sense of identity.
Yet, I found that most of Netflix's shows are subtitled and dubbed in American English, which doesn't reflect these nuances. To bridge the gap between non-English content and U.K. audiences, it was time to make it local, creating subtitles and dubs for some of Netflix's most popular shows, tailored to the audience's unique regional dialects.
Netflix contextualises foreign content into something familiar, relatable and occasionally, amusing. Non-English content, in your lingo.