Media content localizationacross Europe, Middle East and Africa (EMEA) is expected to increase from USD2bn this year to USD 2.5bn before 2020, according to research conducted onbehalf of the Media & Entertainment Services Alliance (MESA) Europe.
According to MESA, mediacontent localization involves preparing TV, film and video titles ready forglobal distribution. Jim Bottoms, MESA Europe’s Executive Director, told Slatorthe market is covers subtitling, dubbing, video localization, and access services.Dubbing currently accounts for 70% of total spending, according to the MESAEurope report.
据MESA显示，媒体内容本地化包括预销往全球的电视、影视片头制作。 MESA欧洲执行董事Jim Bottoms告诉Slator，媒体内容本地化市场包括配字幕、配音、视频本地化和访问服务。据MESA欧洲报道，配音目前占总支出的70％。
“There is a huge demand forcontent,” says Bottoms. “Some of it is new release, but a lot of it is iscatalog or stuff that they thought would never sell again.”
Back catalog TV series andmovie titles are finding new outlets and a new audience in regions where theyhaven’t been seen previously, as they are licensed by foreign channels toinclude in their programming to appeal to a particular demographic or agegroup.
“So, the program makers aresuddenly finding that not only is there a huge demand for new release titles togo out to more and more markets. There is also a demand for getting some oftheir catalog product localized,” shares Bottoms.
MESA Europe noted that thestrong growth in channels is also driven in part by so called over-the-topplayers OTT (i.e. content delivered over the Internet), which has opened upmore opportunities for program makers to sell their titles into new markets.
Netflix, for one, ended theyear 2016 with 93 million users, delivering about 150 million hours ofstreaming video per day. This was a year after the company announced the globalrollout of its streaming service to 130 countries, which was previouslyavailable only in select countries. Amazon, meanwhile, made its Prime Videoavailable in 200 countries in December 2016, competing head on with Netflix.
With the fast growing globaldemand for content, a shortage of talent has become one of the industry’s biggestchallenges.
“Given the way the market isgrowing, there are already capacity shortages and this is likely to get worsein the short term,” explains Bottoms.
Of course, dubbing has beendone for decades, but the current shortfall in talent is because of the massivegrowth as well as an indication that new talent isn’t coming through. AsBottoms points out, “In Germany in particular, the concern is that the talentis aging and perhaps younger people aren’t coming into the sector for whateverreason.”