Viewers in FIGS countries stop broadcasts at “alarming” rate | Media analysis | Business | New

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A study by the Entertainment Globalization Association (EGA) found that 61% of respondents in France, Italy, Germany and Spain experienced poor location quality on a monthly basis in the past year, and may – being more worrying, almost 65% stopped watching a movie or TV show as a result.
Working in part with Whip Media, EGA surveyed over 15,000 consumers in so-called FIGS countries about their viewing habits on streaming platforms. EGA noted that localization quality is a fundamental part of the viewers’ user experience.

“Turning off a single show might not seem like a big deal. However, when 30% of people do it every month, it matters and hurts streamer brands in those markets, ”said Chris Fetner, Managing Director of EGA and a former Netflix executive who spent close to a decade of supporting their localization efforts. “When you go to a movie or watch a DVD, it’s not easy to connect the location experience to a specific entity. If it’s bad, do you blame the movie chain or the distributor? Do you even know who they are? It is not the same in streaming; consumers get a monthly reminder of who is responsible for their enjoyment.

EGA noted that subscription streaming services have a very different location quality bar than other experiences, and that’s something the creative community is still figuring out. Additionally, EGA added that unlike movies, DVDs, or even video-on-demand transaction (TVOD) services, the barrier to entry for content can be much lower. He observed that consumers already have access to content, so their sunk costs are quite low; if they detect poor localization quality, it’s not that bad to just move on to the next choice. The association warned that while in isolation it didn’t seem so bad, but overall it could have lasting impacts on the brand associated with the platform.

“Streaming platforms are looking more and more to have global successes like Squid Game; this is what makes the scale of their platform attractive, so the fact that the quality of the localization can be an obstacle in this aspiration is remarkable ”, said Matteo Natale, chairman of the EGA analysis committee. .

The EGA added that perhaps the most provocative result of this study was consumer expectations about investing in the localization process. On average, respondents wanted a significant portion of their streaming subscription costs to be spent on providing good quality localization. This expectation has been said to far exceed the current market investment in the process. Furthermore, this was considered unrealistic even by members of the EGA. EGA estimates that localization costs are currently only a small fraction of content costs in the FIGS region.

“The issue of allocation is an interesting one; as an association for the globalization industry. It would be easy to say “consumers want you to pay more for this”, but that’s not the problem. It’s more about identifying how consumers like it, ”added Fetner. “The survey did not address the hundreds of tradeoffs that impact all the decisions streamers must make when operating in FIGS countries.”

Another perspective provided by the EGA was the impact localization can have on the ability of creative talent to connect with audiences around the world. Shows like Squid Game and movies like Roma find global audiences through global streaming platforms like Netflix.

While the report does not suggest immediate or long-term solutions to address the quality issue, it does hint at further research into the impact of localization. EGA’s Insights Committee said it is already working on more in-depth analysis of the data, including more in-depth segmentation studies and follow-up surveys with its sample panels. It will also launch a similar research project in LATAM in the coming months.
“It would be easy to blame one stakeholder over another, but


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