How ‘Stranger Things’ Went Global

Wired: “It’s hard to overstate how important it is to Netflix’s long-term ambitions that shows like Stranger Things ‘travel’ … it has to spend wisely to ensure it’s producing content that plays as well in Canada as it does in Cameroon … Making movies or series that play well overseas depends to a certain extent on quality, of course … But for a show like Stranger Things—which is an Emmy-nominated and critically-praised show in the US—to succeed abroad, Netflix has to translate its genius to as many markets as possible. Literally.”

“That means the creation of a Key Names and Phrases tool, a sprawling spreadsheet in which teams of freelancers and vendors input translations in the name of consistency. Does the show include a fictional location? A catchphrase? A sci-fi item that has no real-world corollary? All those things go in the KNP, allowing Netflix to know how they read in Greek, Spanish, Swedish, Vietnamese, and so on … That focus on consistency goes beyond the words themselves to the voice actors saying them. Netflix says it looks for people who sound like the original cast but also, as Sheehan puts it, ’embody the spirit of the character and tone.'”

“Netflix’s global accommodations go beyond subtitles and dubs, of course. The company has advanced efforts in recent years to make its service more usable in emerging markets, countries where bandwidth may be limited or unreliable … The result? A show that went viral first in Canada, and gradually spread to find enthusiasts around the world. In one month, Netflix users in 190 countries watched Stranger Things, and viewers in 70 of those nations became devoted fans. A handful of people tuned in from Bhutan, and from Chad. In a first for the streaming service, someone watched Season 1 in Antarctica.”


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