Did you know that the Indian OTT market size will reach $2.9 billion by 2024? As smartphone usage and internet penetration accelerate, they’re creating several new OTT markets ripe for disruption. Which leads to the question: are you thinking about your streaming app localization strategy?
If you’re an OTT service provider or content publisher looking to reach global audiences, creating content in a universal language, such as English, won’t make the cut. Instead, you need to use different video localization strategies to reach viewers in various countries and continents to connect with multilingual viewers.
Launching a multi-lingual streaming app that caters to viewers from different regions will help you harness previously untapped markets.
That, in turn, will increase your revenue potential and steer your OTT platform to newer heights.
Want to dive deeper into designing an OTT app? Check out our definitive guide to OTT apps.
Streaming App Localization: How to Get Started
Now that you’ve realized the benefits of app localization for OTT app, you must be eager to start localizing your video content.
But it’s worth noting that app localization isn’t all about adding subtitles to your videos or dubbing them in different languages.
If you want your OTT app to break into regional markets, you must have a deep understanding of viewers’ likes and dislikes in those regions. This is the only way to connect with them.
It’s a good idea to establish a dedicated team in every region you want to target. It’ll give you a closer glimpse into the cultural nuances and preferences of a particular region.
Here are some strategies you can leverage to localize your content.
Deliver a Flawless Multilingual App Experience
The first step in launching a multi-lingual streaming app is to customize the viewing experience based on a user’s location.
That involves automatically changing the in-app menu, video metadata, and thumbnails to different languages based on a user's location.
A tool like Zype Apps Creator comes in handy here. It uses a viewer’s IP address to identify their region and personalizes the app interface accordingly. Using it, you can even customize the content that’s recommended to users in different regions.
If you’re using a no-code platform to build your OTT app, make sure it supports a wide array of languages, including Spanish, German, Italian, and French.
Besides enabling multi-lingual support, make sure you provide regional language subtitles, captions, or voiceovers for popular content. This could go a long way in establishing a connection with the regional audience.
Create High-Quality Regional Content
Regional content is a crucial part of video localization. Established OTT platforms, including Netflix and Amazon Prime Video, are focused on creating content in foreign languages. It’s an excellent way to establish your footing in a local market.
Besides producing top-notch, original content, you could also consider remaking popular video content in a regional language. For instance, Netflix is all set to capitalize on the resounding success of Money Heist with the release of “Money Heist: Korea - Joint Economic Area.”
Instead of building traction for a new show, the OTT giant is using the existing popularity of Money Heist to target a new demographic. It’s a clever move that saves you the trouble of finding out whether your content will resonate with viewers.
Don’t Ignore Geoblocking
When you’re taking your OTT platform global, complying with censorship regulations and internet laws in different regions is crucial. That makes geoblocking an integral part of video localization.
You can use it to restrict content access based on a viewer’s location. That means certain shows and movies will only be available to users in a particular region.
It’ll ensure that you don’t run into trouble with censorship laws as you expand your audience to different regions.
Final Thoughts
Strategically targeting regional markets is an excellent way to grow your streaming platform on a global scale.
Streaming app localization strategies, such as multi-region support and geoblocking, can come in handy here. Additionally, you should focus on creating superior-quality local content that resonates with viewers in a particular region.
And if you want to create a custom video app with multi-region support and drive revenue from your content, learn more about various OTT monetization models you can use with Zype Apps Creator.