6 Challenges in Subtitle Localization and How to Nail Them

With the constant and swift development of global media, the demand for more diverse content is on the rise. More people are now watching non-English content, which calls for localization. It has been reported that there is a 24% increase in foreign content viewing in English-speaking countries such as the US, UK, Canada, and Australia.

This is where subtitle localization comes in. It plays a critical role in increasing content accessibility for global audiences. Good subtitle localization can make or break a piece of content in the target audience, as seen in recent K-drama hits Squid Game 2 (2024) and When The Phone Rings (2024). While the localization of Squid Game 2 is received generally well by the audience, a small localization mistake in When The Phone Rings caused controversies that prompted global audiences to boycott the K-drama.

Subtitle Localization Challenges

Considering its high stakes, subtitle localization is imperative to connect with diverse audiences. It is more than translation; it involves considering cultural nuances, humor, and emotions to ensure the impact stays the same as intended. Read on to learn about subtitle localization challenges and how to overcome them.

1. Cultural Nuances

The main focus of subtitle localization is to make content accessible and relatable to a whole other audience with different cultures and perceptions. This can be particularly tricky because a cultural element in one language can mean entirely different in another. A simple thumbs-up can be an offensive gesture in parts of the Middle East, for example.

Other than the cultural nuances, it is still crucial to maintain accuracy in subtitle localization. Finding this balance of accuracy and creativity can be a massive hurdle in the localization process. It is, hence, important to collaborate with a localization team of cultural experts, linguists, and translators so that the localization result is satisfactory – that the subtitle localization is culturally appropriate while still preserving the original meaning.

2. Humor and Idioms

Humor is another big challenge in subtitle localization. Oftentimes, it relies on wordplay, cultural references, or idiomatic expressions that may not exist in another language. Localizing wordplay is incredibly challenging while juggling creativity and accuracy. For example, such as in the British sitcom The Office, a handful of the jokes are based on wordplay, which can be tricky to localize to fit another language and culture.

It is important to remember that when localizing humor and idioms, it is better to prioritize intent over literal translation. Knowing the target audience’s culture and language, including its idioms and expressions, is the key to nailing humor and idiom localization. Focus on choosing expressions that serve the same energy to ensure the humor remains as intended but still relatable to the target audience.

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3. Space and Time Constraints

This challenge stems from the technical side of subtitle localization. Most of the time, the technical limitations are strict, such as how many characters and lines can appear at a time. Netflix, for example, limits the subtitle to two lines with a maximum of 42 characters. Different languages have different rules, but the technical limitations can be challenging.

Another element in this challenge is the variations of language length and structure. Certain languages have longer (or shorter) words than others, and this affects the pacing and screen overcrowding. Subtitling software such as Subtitle Edit can help adjust the timing, however, it is important to note that native speakers of the target language can also help with ensuring the subtitles are readable and in sync.

One thing to focus on when dealing with space and time constraints is creatively condensing the dialogue without losing its intended meaning. Prioritize only essential and relevant details are presented and condensed to fit the technical limitations while making it as impactful as intended. Length, timing, and on-screen time are important in presenting readable and impactful subtitles.

4. Tone and Emotion

Delivering emotions, the intended message, and the correct tone in a short subtitle is delicate. In addition to ensuring accuracy, the limited characters in localized subtitles must carry the intended tone and emotions so that the storytelling flows smoothly. An impactful and emotional original work needs to be localized, and this requires much thinking and research.

Having some knowledge of creative writing and storytelling can definitely give translators and localizers the upper hand in nailing this part of subtitle localization. Collaborating with scriptwriters to ensure the tone and emotions are just as impactful after the localization is a way to combat this. Both help ensure the story remains impactful and relatable to the target audience.

5. Technical Limitations

On the other side of subtitle localization, the challenge of formatting, timing, and syncing subtitles exists. Getting the timing right is simple yet intricate work—too fast, and the subtitles may even spoil the story; too slow, and the audience loses meaning and impact from the visuals. All these details are crucial in making the content accessible to everyone, and they stem from extreme attention to detail.

Some software, such as Aegisub and Amara, can help automate the syncing and timing. However, as far as technology goes, human expertise is still crucial in quality control. This helps deliver smooth, polished, and accessible subtitles.

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6. Budget and Time Limitations

Lastly, budget and time constraints can affect the subtitle localization process. As established, subtitle localization takes a good chunk of time to ensure high-quality results. However, not every project has the time or budget flexibility, which may result in errors-filled rushed localization work. Be it some mistranslations or even culturally insensitive results.

A good weapon to combat this is to plan the subtitle localization workflow earlier than one might think. Allowing the localization team to do their research and address linguistic and technical challenges first can kickstart the process and ensure it is delivered on time. Investing in early localization can save time and money and enhance the viewing experience.

Conclusion

Subtitle localization is a complex, intricate, yet rewarding part of global media production. The challenges that come with it, from its technical to creative side, require certain strategies and knowledge to overcome. By investing in localization professionals, using tools, and keeping the target audience in mind, creators can practice to face these challenges and deliver high-quality subtitle localization for a global audience.

Understanding these challenges will help in the continuous growth of subtitle localizations as the global media grows. Perhaps, over time, subtitle localization will continue and become a powerful tool of storytelling that bridges gaps in global audiences – a way of storytelling to connect stories and audiences across cultures.