Subtitled British Film and TV Viewing: A Shared Habit, Not Just Yours!

The rise of streaming platforms has brought a plethora of international series and movies to viewers, enriching the entertainment options available. American audiences are increasingly open to non-English content, as seen in the popularity of shows like “Squid Game,” “Lupin,” and “Shogun.”

However, even English-language shows from countries like the UK and Australia can present challenges for American viewers due to cultural and linguistic differences. If you’ve found yourself pausing to catch dialogue in series like “Baby Reindeer,” “Peaky Blinders,” “Bodkin,” or “Sexy Beast,” you’re not alone.

This trend is particularly notable among younger adults, who are more inclined to multitask while watching and often choose to use subtitles even for shows in their native language.

In a survey conducted by YouGov in 2023, it was revealed that nearly 40% of respondents in the US prefer watching TV with subtitles, especially when viewing content in their native language. Among those under 30, this preference was more than twice as common compared to those aged 45 to 64.

The survey identified two main reasons for using subtitles: they improve understanding and comprehension, particularly when it comes to deciphering accents.

Netflix, being one of the most widespread streaming platforms, has expanded its content offerings globally and adapted to evolving viewing habits.

The platform has significantly increased the availability of films and series with audio descriptions (AD) and subtitles for the deaf and hard of hearing (SDH).

Kathy Rokni, Netflix’s senior director of globalisation, highlighted the importance of providing a seamless viewing experience while remaining true to the original creators’ vision. Rokni emphasised that Netflix’s in-house team of subtitling experts and language managers ensures quality and authenticity in translations.

Rokni emphasised Netflix’s commitment to storytelling that transcends cultural and linguistic barriers, noting that 40% of viewing hours now involve subtitles, including SDH, with over half of these instances using subtitles in the viewer’s primary language.

The progress made by Netflix reflects a departure from past practices, such as the dubbing of the Australian film “Mad Max” into American English in 1979 due to concerns about audience comprehension of Australian accents.

British television series have a longstanding presence in the US, exemplified by shows like “Doctor Who” and those featured on “Masterpiece Theater.” However, they have typically catered to a niche audience and specific genres.

In contrast, there’s a noticeable shift today as a wider array of imports, whether in English or other languages, are gaining traction without extensive pre-promotion, akin to the success of “Baby Reindeer” and “Squid Game.” This trend indicates that viewers are actively exploring international content, often discovering it serendipitously via streaming platforms.

Streaming services stand to benefit from this trend, as acquiring series already produced elsewhere tends to be more cost-effective than producing original content, especially given the disruptions caused by last year’s actors and writers strikes.

So, if you’ve recently found yourself captivated by a show that prompts you to read subtitles while watching, whether for comprehension or personal preference, rest assured you’re not alone in this experience.