Spaniards Continue to Prefer Dubbed Content Over Original or Subtitled Versions

·?Users of digital platforms opt to enjoy their favorite series or movies in their language.

·?The dubbing market has experienced significant growth in recent years.

June 12th is International Dubbing Day, a day dedicated to recognizing and honoring the professionals who lend their voices to various characters in audiovisual productions. In Spain, there is a great tradition and enormous respect for the actors who have voiced some of the most prominent figures in film and television series.

Barlovento Comunicación published a report at the end of 2023 highlighting the growing demand for audiovisual content, driven by the proliferation of digital platforms offering many options for viewers. The report highlights some data regarding content consumption through providers. 77.6% of Spaniards have a paid subscription, with 92.9% of young people between 18 and 24 years old paying for at least one streaming service. The average monthly expenditure is €38. Regarding the most famous content providers, Amazon Prime Video is chosen by 53% of the population, followed by Netflix (46.1%), Disney+ (31%), and HBO Max (23.5%).

Dubbing: A Key Industry in Spain

According to Netflix data, 90% of Spaniards prefer to consume content in Spanish, either through dubbing or subtitles. This inclination for content in their native language is reflected in the many dubbed productions available on streaming platforms and television.

The dubbing industry in Spain is one of the most prestigious and developed in the world. The increase in content production has raised the demand for dubbing talents. According to Digital Agency Network, dubbing work grew by 13% between 2020 and 2021, and it is expected to grow at an annual rate of 15% in the coming years. Furthermore, the same source indicates that activities such as audiobooks could generate around $19.4 billion in revenue by 2027, compared to the $1.3 billion generated in 2020.

This consolidated sector has solid foundations and a notable number of professionals, exceeding 8,000 people involved in such processes.

Innovation and Tradition to Remain a Pillar of the Industry

TransPerfect, the world's largest provider of language and technology solutions for global commerce, has experienced significant growth in its dubbing division, TransPerfect Media. Jacques Barreau, Vice President of Media and Interactive Entertainment, says the company has invested in cutting-edge technology and staff training to meet growing market demand. This investment has enabled the company to offer high-quality dubbing services for many clients, from film production companies to streaming platforms.

"Spain is one of the four historical dubbing countries, France, Germany, and Italy. TransPerfect must follow this tradition and improve the current processes that have always been applied. Our internal tools, such as StudioNEXT, which uses a digital rhythmic band, make lip synchronization more precise and propel Spanish dubbing into the 21st century," says Barreau.

The consumption of dubbed and subtitled audiovisual content in Spain is constantly growing, driven by viewers' preference for content in their native language and the expansion of digital platforms. The dubbing industry in Spain continues to strengthen, with growing demand and greater professionalization of the sector, ensuring that Spanish voices continue to resonate in all types of audiovisual productions.

To learn more about dubbing or how TransPerfect Media can support your next dubbing project and bring your media to new markets, visit: TransPerfect.com/Media or email [email protected] or to get set-up as a future voice talent visit DubbingAcademy.TransPerfect.com or email [email protected]