Is AI Dubbing the Future of Movie Watching in Mexico?
As the world becomes more interconnected, people are consuming content from different cultures and languages. In Mexico, where over 86% of the population regularly watches foreign language content, a new trend is emerging. This is a trend that challenges the traditional approach of using subtitles in foreign language content. It's the preference for AI dubbing over traditional subtitles.
Mexicans’ Preference for AI Dubbing
A recent YouGov poll of 1,002 Mexican adults found that 58% of respondents preferred watching content localized with AI dubbing. Interestingly, the strongest preference was displayed by those who watched the least foreign language TV. The study commissioned by dubbing companies found that of those watching less than two hours of localized video per week, 71% preferred video localized through AI.
Some critics may argue that AI dubbing takes away from the authenticity of the original content, but the growing number of Mexicans who prefer AI dubbing suggests that it offers a way to better understand and engage with foreign language content.
Spain’s historical preference for dubbing
This preference for dubbing is not unique to Mexico. In Spain, dubbing has long been the preferred method of localization, solidifying its position as the main form of audio adaptation. The roots of this preference in Spain can be traced back to historical factors, including censorship during the Franco regime. Following the abolition of censorship in 1977, dubbing had already established itself as the dominant form of localization.
One reason for Spain's preference for dubbing could be its relatively lower English proficiency compared to other European countries. According to the English Proficiency Index, Spain ranked 35th out of 100 countries, indicating lower English language skills. This language barrier contributes to the preference for dubbing as it allows Spanish audiences to fully understand and enjoy foreign language content without relying on subtitles.
Another factor is the dominance of films from English-speaking countries in Spain. American films, in particular, hold a significant share of the foreign film market in the country. Theaters in Spain typically screen both dubbed and subtitled versions of films, but according to Sur in English, only about 4% of the general Spanish population watches subtitled films, while the majority prefers dubbed versions.
The preference for dubbing in Spain and the result of the YouGov poll provide valuable insights into the potential of AI dubbing. This technology has the potential to open up new revenue streams from previously untapped groups of viewers and lead to significant cost savings in localization efforts. Unlike traditional dubbing, which can be an expensive and time-consuming process, AI dubbing can be done quickly and efficiently using machine learning and synthetic voices.
The remarkable progress of AI dubbing companies
Dubbing companies are already seeing the benefits of AI dubbing. Dubdub.ai generated over 5 million views for a Spanish production house (creating 100+ hours of content in a year). Before using AI dubbing, the production house was only getting 1 million views on their subtitled content. However, after partnering with dubdub.ai, and dubbing their content, they were able to hit the 5 Million mark. This shows the potential for AI dubbing and how it could slowly take over the world
What does it mean For The Future?
As AI dubbing technology improves, the quality of the dubbing is also likely to improve, making it an even more viable option for people who need a more authentic viewing experience. The ability to customize and localize content to specific markets using AI dubbing could also increase engagement and appeal to viewers in different regions.
This tech can potentially change how we watch foreign language content. Its growing popularity in Mexico suggests that it could become the preferred method of localization in the future. However, as we embrace this new technology, we must also ensure that we do not lose sight of the importance of cultural context and nuance that come with human translation.
The preference for dubbing in Mexico and Spain signals a potential shift in the way people consume foreign language content. We have already helped a Spanish production house stay ahead of this shift and generate over 5 million views and we can help you too.
Want to experience the quality of our AI dubbing firsthand? Check out our voice samples by clicking the link below.