Media localization has become necessary for international movies and TV shows. However, the problem often lies in the method, as some viewers prefer subtitles while others opt for dubbing. In each case, both methods come with their pros and cons.
Still, the primary question remains: subtitles vs. dubbing—which works best? We’ll answer your question at length in this article. Also, we’ll include key factors to consider when choosing between subtitles and dubbing.
What are Subtitles?
A subtitle is a caption shown at the bottom of a television or cinema screen that transcribes or translates dialogue and actions.
Besides knowing the subtitling meaning, this media localization option is one of the best ways to adapt your video content to international audiences. Regardless of the native language used in the video, your foreign viewers can easily understand the context when you use subtitles.
One reason some viewers prefer subtitles is that they preserve the original material’s authenticity. This method enables the viewers to enjoy the nuances of the performance.
Additionally, subtitles improve video content SEO. That’s because the search engine can crawl more of the text.
This is not to say that subtitles don’t have a few disadvantages. Subtitles can impact immersion by creating distractions. Although viewers enjoy an authentic experience, you might struggle to concentrate on the visuals or action.
Also, text expansion is another notable drawback. If the subtitles contain more words than the original speech, they can dominate a larger part of the bottom of the screen. As anticipated, this effect could potentially divert viewers’ attention from the video.
Pros
- Preserve the original material’s authenticity
- Improve video content SEO
- Highlights the nuances of the performance
- Cost-effective and saves time
Cons
- Text expansion
- Creates distractions
What is Dubbing?
Another form of video localization is dubbing. This process entails replacing a video content’s original audio with a new and different language. That way, it’ll be accessible to a foreign audience.
Video dubbing synchronizes the translated dialogue with the actor’s lip movement. This technique allows viewers to better understand the words without subtitles.
The primary reason many content creators opt for dubbing rather than subtitles is that it eliminates distractions. Rather than spend time reading blocks of text on the screen, you can focus on the video.
Hence, some consider it the best approach to increase engagement. To avoid unnecessary pause and play, dubbing appears to be the best option for slow readers.
Like subtitles, dubbing can also retain a video’s authenticity if done right. However, ensure you use a talented voice-over artist. The primary reason some people dislike this localization option is due to some dubbed videos low quality.
Dubbing is also suitable for dealing with censorship and cultural sensitivity. For context, some original audio may contain strong and controversial language. While subtitles can censor these words by using non-letter symbols or asterisks, the content might confuse or distract viewers.
Censoring subtitled texts can also affect pacing and immersion. That’s unlike dubbing, where you only need to replace the offending word with a more culturally acceptable one. In the worst-case scenario, you can beep it out.
While dubbing might always seem like a perfect way to reach international audiences, it comes with a few challenges. For instance, it’s pricier to integrate compared to subtitles. That’s because it involves many professional services. This category includes voice-over artists, casting agents, transcription services, editing, and session recording.
Also, even a minor error can significantly affect your dubbing quality, potentially resulting in a longer turnaround time. Also, many viewers are becoming disinterested in dubbing due to the numerous poorly dubbed videos out there. Lastly, dubbed videos might not appeal to viewers who suffer from hearing loss.
Pros
- Eliminates distractions
- Suitable for dealing with censorship
- Improves cultural adaptability
- Increases engagement
Cons
- Some dubbed videos have low quality
- Costly and takes more time
Subtitles vs. Dubbing: Comparison Chart
Dubbing and subtitles have their benefits. While we’ve explained the difference between sub and dub in detail, here’s a comparison chart showing the major differences between the two.
We’ll use metrics like cost, speed, audience engagement, SEO impact, and accessibility to compare the two methods of media localization. Our grading system will include low, average, and high.
That said, here’s what to know:
| Metrics | Subtitles | Dubbing |
| Cost | Low | High |
| Speed | High | Average |
| Audience engagement | High | Average |
| SEO impact | High | Low |
| Accessibility | Average | High |
Factors to Consider When Choosing Between Subtitles and Dubbing
The following are the top factors to consider when choosing between dubbing and subtitles for your video content:
Target Audience Preference
Before choosing whether to subtitle or dub your video, it’s best to consider the target audience. Some countries have more subtitled visual content than dubs. Alternatively, dubbed videos are preferred in other regions.
According to a study by Morning Consult Pro, 86% of Russian adults said they prefer to watch dubbed content over subtitled content. This view is also shared by most respondents in France, Germany, Spain, and Italy.
However, U.S. audiences showed a slight preference for subtitles (43%) over dubbing (36%). Interestingly, roughly 7 in 10 consumers in South Korea and China said they preferred subtitles while watching video content that isn’t in their native language.
We recommend checking factors such as familiarity with the target audience, education level, and age. These impact audience preference when it comes to media localization. Older audiences may prefer subtitles, while younger viewers tilt towards dubbing.
Also, audiences who understand the target language might prefer subtitles. Conversely, those with zero knowledge of the language might choose dubbed versions.
Budget Constraints
Dubbing requires more financial commitment than subtitles. The latter involves only adding transcribed texts to the bottom of the screen. This format makes it suitable for content creators working on a budget.
However, for dubbing, you need to record new audio tracks in the target language. Then, match them with the original video in a way that it blends seamlessly.
The dubbing process requires a team of sound engineers, voice-over artists, translators, and other professionals to compete effectively. This specialized work significantly increases production costs compared to subtitled versions.
Content Type
Before choosing between dubbing and subtitles, it is vital to think about the type of content. Subtitles are usually preferred for video content that focuses on dialogue, such as documentaries or dramas. That’s because the original voice acting and tone are maintained, allowing the audience to follow along with the text on the screen.
Dubbing, on the other hand, is more suitable for action-packed videos that primarily focus on visuals. That way, you won’t miss the action while reading subtitles. This content format is also ideal for comedies and animated content.
Cultural Adaptation Needs
Some original audio might contain strong and controversial language. Subtitles may not fully address cultural adaptation needs and censorship requirements in media localization. That’s because they usually preserve the original audio.
While subtitles can censor these words using non-letter symbols or asterisks, it may throw off the viewers. Dubbing is better suited to handling cultural sensitivity and censorship. It allows viewers to replace the offending word with a more culturally acceptable one or beep it out.
Turnaround Time Requirements
From experience, turnaround time requirements are another factor that significantly influences decisions to opt for subtitles or dubbing. Let us reiterate that subtitles are more time-effective than dubbing.
That’s because it mainly involves transcribing the audio into text. This is in contrast to dubbing, which involves various tasks. These tasks include recording, translation, sound mixing, and lip syncing, among others.
If you’re in a hurry to release your video content, subtitles might be your best bet. Alternatively, consider dubbing the video if you have the necessary time and resources.
Technical Limitations
Compatibility issues and technical limitations might affect your choice between sub and dub. For better understanding, your subtitle should be readable and not cover a large part of the screen.
Note that different devices might affect your subtitle compatibility and formats due to specifications. By comparison, dubbing requires more resources and technical expertise to match the dubbed audio’s original sound.
If you have the technical capability to go for dubbing, that’s an excellent option. Otherwise, stick to subtitles.
How EC Innovations Can Help You
EC Innovations is a leading digital and translation company committed to providing bespoke multimedia localization services.
Our team of subject-matter experts, linguists, and technologists is available to deliver authentic interpretations of all your multimedia needs.
With our top-quality video localization services, your business is set to succeed in the global market. Contact us today to get started making your video content suitable for international audiences.
