WHY NETFLIX TRANSLATES SHOW AND MOVIE TITLES
Do people click and watch more if the title of a show or movie is in their local language? I was the team lead for a test to determine the impact to viewing hours for translated vs. original English-language titles.
WHAT I DID
- Cross-functional Research Planning
- Synthesized Findings
- Wrote the Guidelines for Global Product Creative Team
8 weeks start to finish including writing guidelines for recommended processes.
The preference for a translated title often depended on the genre — for instance action, comedy, or documentary.
FIGURING OUT THE "WHY" TO GET TO THE "HOW"The problem: The graphics team is overwhelmed by requests from the globalization team to create individual artwork for 26 markets for each translated title. This leads to errors, last-minute fixes, and lack of consistency between marketing and the user-facing product. Hypothesis: Some genres will perform better with a localized title, leading to higher take rate, increased Originals streaming, and increased overall streaming. Other genres will perform better with one shared title for all markets. Solution: Test which titles perform better and create guidelines for localized titles to streamline the process. The goal is to reduce the number of localized assets the graphics and marketing teams have to create. This way the quality of the translations and artwork increases, and people can spend more of their time on high-priority titles. I was the Globalization team lead, which meant I worked with three leads from other teams to create the testing criteria. I later synthesized the findings into regional guidelines for each market. This led to a faster translation time, reduced costs, improved approval process, and increased overall streaming in all markets.
WHAT I DIDAs part of the Global Product Creative Team I was the lead working with four other teams at Netflix to test the performance of translated titles. After the findings where analyzed, I wrote guidelines for all 26 markets.
Titles Analyzed and Tested in 26 Markets
Regional Guidelines Created
Take Rate and Streaming
The goal of the project was to reduce the number of localized assets the graphics and marketing teams had to create. Netflix releases 80-100 original titles per month.These titles all have to be evaluated for translation.My task was to look at existing viewing data, market sentiment, and feedback from interviews with stakeholders to make the best recommendations for testing. I took those results and created template guidelines for all 26 Netflix markets.
IDENTIFY THE TITLES
SYNTHESIZE THE DATA
CREATE THE GUIDELINES
CROSS-FUNCTIONAL PLANNINGThe project involved working with stakeholders across regional marketing teams, UI team, and buyers of content for Netflix.
FINDINGS & GUIDELINES