K-Drama Fever Hits Netflix HQ: How ‘Daebak’ Became a Household Word Among US and European Staff
Netflix Invests in Dubbing and Translating Korean Content to Retain Subscribers
Netflix recently held a 90-minute session on dubbing and translating Korean content to retain subscribers. The session was attended by hundreds of voice actors and staff from the U.S. and Europe who were in charge of translating and dubbing Korean content for Netflix.
The instructors, who were Netflix staff members, taught about the unique nuances of Korean and easy-to-understand translations. They covered non-standard words like “daebak” and “aish,” explaining that “daebak” means pleasant surprise, and “aish” means disappointment.
The class also included lessons on the Korean language, such as how to pronounce Korean names correctly. The instructors explained in detail the various variations of the word ‘yes’ used to express affirmation in Korean, and introduced Korean emoticons.
Netflix’s decision to offer lectures on Korea comes as competition among streaming platforms to maintain subscriber numbers intensifies. Non-English content on Netflix accounts for about a third of the total, with Korean content making up the largest portion of non-English content.
Netflix’s Korean entertainment content, such as ‘Physical 100,’ has gained significant popularity worldwide. The show became the first non-English program to make it to the global top 10 list in over 80 countries, including the US, France, and Brazil.
Dating programs like ‘Solo Hell,’ ‘Devil’s Plan,’ and ‘The Influencer’ have also established themselves as Netflix hits as non-English programs. These unscripted TV shows are known to cost about a fifth less to produce than large-scale original series, making them an attractive option for Netflix.
According to John DeMita, Netflix’s English dubbing manager, “More than 40% of all Korean TV show views are dubbed.” This highlights the importance of dubbing and translating Korean content to reach a wider audience.
Richard Broughton, managing director of Ampere Research, a research firm in London, England, notes that “streaming platforms are reducing their spending on original content as they become more conscious of the costs of production.” Instead, they are focusing on retaining customers with cheaper content, such as dubbed and translated Korean TV shows.