THE EVOLVING ROLE OF LOCALIZATION: BRIDGING CULTURES AND EXPANDING GLOBAL REACH IN MEDIA AND ENTERTAINMENT

Localization is becoming a strategic priority for media companies, driven by the success of globally appealing content like Squid Game.

- Rosa Lee and Josh Pine

In 2025, Al-powered tools like MediaCAT and EventCAT are transforming translation and live content localization, making it faster and more efficient while preserving cultural authenticity. With streaming platforms and live broadcasts prioritising multilingual, personalised content, integrating localization earlier in production is reducing costs and accelerating global reach. As demand for culturally relevant content grows, investing in high-quality localization will be key to audience engagement and market expansion.

The success of globally appealing shows like Squid Games and its muchanticipated sequel has significantly influenced the localization market. This example shows how content can transcend language barriers, especially if localization is done well. It also highlights the need for solutions that can scale while maintaining quality. The translation and localization industry is being shaped by innovation, collaboration, and a heightened appreciation for cultural diversity. In 2025, this market will become an even more essential part of the media supply chain for media and entertainment organizations to adapt quickly and keep up with the momentum and demand for localized content.

Whether it’s the rise of niche streaming platforms, the international expansion of content libraries, or the fact that OTT platforms are investing heavily in producing and acquiring content in local languages, localization is critical for retaining engaged audiences and being a differentiator in attracting new subscribers.

For live content, localized news and media resonate better with audiences, and high-quality translations that adapt to cultural nuances make this content more relatable. These opportunities also empower niche media markets and creatorled media ecosystems looking to stand out in a highly competitive market and build direct relationships with their audiences.

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