While 84% of global businesses across industries report revenue growth from localization, most streaming platforms are leaving millions on the table with an outdated approach: treating cultural adaptation as an afterthought.

In an industry where subscriber acquisition costs average $200–300 per customer, failing to engage international audiences through authentic local experiences isn’t just a missed opportunity – it’s a competitive liability.

As streaming platforms compete for audiences across diverse global markets, the challenge isn’t just expansion – it’s connection. Viewers crave authenticity, but balancing localization, cultural nuance, and scalability is more complex than ever. 

Platforms must embrace transcreation: the adaptation of content to retain meaning, capture local intricacies, and create a culturally resonant experience.

WHY IS CULTURAL NUANCE IMPORTANT IN STREAMING?

Viewers today aren’t passive consumers. They actively engage with content, sharing opinions on social media and influencing trends. How platforms present a show or movie can determine whether international audiences feel drawn to it.

ON-SERVICE RESONANCE

On-service copy is more than just a checkbox – it’s a powerful tool for viewer retention. Subscribers have made it to your platform, but shorter attention spans mean they can easily navigate away. So, what keeps them engaged?

eCommerce sites that use localized personalization see 10–15% higher conversions, a principle that also applies to streaming platforms. This highlights the importance of tailored UX for local audiences.

Just like an engaging conversation, subscribers need to feel valued and understood from the very first word they read. A compelling on-service experience builds on the first impression made by off-service marketing, ensuring they stay rather than stray.

This goes beyond traditional localization. By tapping into the way your subscribers actually talk about the movies and shows they love, you can make sure your on-service content feels truly tailored.

By prioritizing transcreation, platforms can bridge the gap between accurate translation and meaningful engagement – ensuring that on-service experiences don’t just inform but actively captivate, engage, and retain subscribers.

OFF-SERVICE ADAPTATION

Almost half of viewers in the US and EU use social media to discover new content. Socialization and recommendations from friends, family, and colleagues are the biggest influences on content discovery for viewers in both regions. While US viewers are more likely to find new content through platform home screens, European viewers are more likely to be influenced by promotional ads and conduct online research to find new content.

Community engagement, social listening, and trending topics all come together to provide an off-service experience that leads to both acquisition and retention. But how do you stay sharp, on-trend, and locally relevant in each market? 

69% of Gen Z say they return to creators for content that feels comforting to them. Off-service content that reflects the local language, colloquialisms, and cultural attitudes helps viewers feel seen and heard. This taps into viewers’ desire for comfort and connection.

It’s about engaging authentically, like a friend, in their language. It should feel as if you’re right there with your viewers – anywhere in the world.

HOW REGIONAL STORYTELLING DELIVERS HIGHER ENGAGEMENT

Viewers increasingly watch content that isn’t from their region, with non-English shows and films accounting for nearly a third of all Netflix viewing in the second half of 2024. 

James Farrell, VP International Originals at Prime Video & Amazon MGM Studios, confirms this market evolution: “Our International Originals strategy is built on the belief that great stories can come from anywhere and resonate everywhere, and the success we’re seeing across genres and regions encourages us to continue investing in locally produced stories for a local and international audience.”

Leading platforms recognize that cross-cultural content consumption represents not just a trend, but a permanent shift in viewer behavior that demands sophisticated marketing adaptation for discovery and engagement.

That was the challenge for one major streaming service. They were struggling with low engagement on their local radio and podcast ads, which featured a mix of titles – from global blockbusters to local series. Although they accurately translated the content, it lacked local resonance and failed to deliver results. When they turned to in-market transcreators who could authentically speak the audience’s language, the campaign was transformed:

• Turkish writers compared film titles to Istanbul’s chaotic traffic – a highly relatable local reference.
• French listeners engaged more with witty, cinema-inspired wordplay that mirrored their love for auteur storytelling.
• Scandinavian markets preferred a minimalist, direct style that aligned with local media consumption habits.

The core campaign message remained the same, but the cultural adaptation made it feel truly native and compelling.

Prime Video took a similar approach in their marketing strategy for Culpa Tuya, the sequel to the Spanish drama and worldwide hit Culpa Mia. In Spain, marketers positioned it as a telenovela-style romance, highlighting its passionate storytelling. However, they changed the title to Your Fault in the UK, shifting the focus towards family conflict and emotional tension.

This tailored marketing strategy contributed to 90% of streams coming from outside Spain, with the film ranking number one in over 170 countries.

HOW AI CAN HELP WITH YOUR GLOBAL CONTENT STRATEGY

The streaming landscape is shifting fast, and companies that fail to adapt will fall behind. 25% of industry leaders see AI as a game-changer in the next five years. The question isn’t if AI will reshape transcreation – it’s how you’ll use it to gain a competitive edge.

But if you plan to use only AI as a quick fix to generate localized content, think again. Online communities, particularly on Reddit, are strongly opposed due to concerns over spoilers and inaccuracies. Poorly translated or culturally misaligned copy can directly affect a customer’s LTV, reducing engagement and leaving a lasting negative impression.

Yes, AI can accelerate workflows, aid with voiceovers, automate tasks like character-limit edits and reduce costs. But here’s the challenge: AI alone lacks the cultural intelligence needed for true audience connection. 

Brands that rely solely on automation risk missing the mark. The real opportunity lies in strategically combining AI’s efficiencies with human expertise to ensure impactful, culturally relevant content at scale.

FINAL THOUGHT

The question isn’t whether to invest in transcreation – it’s whether you will lead or follow in the race for authentic global engagement.

Platforms that value hyperlocalized content on- and off-service will see higher subscriber engagement while reducing CAC and churn. Those who don’t risk watching their international market share decline as more culturally attuned competitors capture audience attention and loyalty.

Want to drive local market engagement with culturally-attuned content? Get in touch.