The US is a global business hub. But reaching diverse audiences within the country—and beyond—requires more than subtitles. This is where video localization services come in.
With millions of US viewers speaking languages other than English, businesses now rely on professional localization to connect with customers, build trust, and drive sales.
Let’s explore how video localization supports business growth in the US, why working with the right translation company matters, and how global brands are already reaping the benefits.
Why the US Needs Video Localization
The US houses more than 67 million individuals who have a different language at home than English (U.S. Census Bureau). That includes Spanish, Chinese, Tagalog, Vietnamese, Arabic, and so on.
When English is the only language in which videos are available, brands miss out on vast audience groups. Localization makes the content more accessible and intimate by translating it linguistically and culturally.
Here’s what that means for US businesses:
- Better engagement from diverse communities
- Increased conversions from multicultural audiences
- Global-ready content that’s easy to repurpose
Whether you’re in tech, healthcare, eLearning, or retail, video localization helps you stand out in a competitive market.
Real-World Example: Netflix’s Localization Strategy
Netflix is an excellent example of getting localization right. The company spends a lot of money on video localization services to provide dubbed and subtitled content in over 30 languages.
In the US, television series such as Money Heist (Spanish original) and Dark (German original) became super-popular due to smooth localization.
Netflix did not only translate words, but tone, context, and culture as well. That is what makes the difference between merely engaging with audiences and connecting with them.
Case Study: Duolingo’s Video Localization Boost
Language-learning app Duolingo wanted to expand its user base in the US Latino market. Instead of creating new content from scratch, they localized their existing video campaigns.
By working with a translation company that specialized in cultural adaptation, Duolingo localized ads and tutorials in Spanish. The result? A 28% increase in user engagement from Hispanic audiences in the US within the first quarter.
This example shows that even digital-first companies can benefit from smart localization strategies.
What Does Video Localization Involve?
It’s more than just translating scripts. Here’s what comprehensive video localization services include:
- Script Translation & Adaptation: Localizing tone, idioms, and meaning—not just words.
- Subtitling & Closed Captions: Ensuring accessibility and compliance (especially important in the US market).
- Voiceover or Dubbing: Matching local accents, tone, and expressions.
- On-Screen Text Translation: Updating graphics, titles, and in-video text.
- Cultural Consultation: Adapting humor, references, and visuals to avoid cultural missteps.
When done right, localization feels natural to the viewer. And that builds trust—an essential part of conversion.
Industries Driving Growth with Video Localization
Here’s how different sectors in the US are using video localization services to scale:
1. eLearning
US-based eLearning platforms like Coursera and Udemy localize video lectures to attract students worldwide. Localization makes the content user-friendly and opens up new revenue streams.
2. Healthcare
Health systems and healthtech companies utilize localized patient education videos to engage with non-English-speaking patients. This enhances patient care, decreases miscommunications, and helps them comply with requirements such as Section 1557 of the is ACA.
3. SaaS & Tech
Companies like HubSpot and Salesforce use localized demo videos to target international leads and onboard global clients with ease.
4. Retail & eCommerce
Brands like Sephora and Nike localize product videos to better serve US shoppers from different language backgrounds—and to prep for global launches.
Choosing the Right Translation Company
Not all translation companies offer full video localization. You’ll want to work with a partner who:
- Has experience in your industry
- Offers voiceover, subtitling, and cultural adaptation
- Can scale with your growth
- Uses native linguists and industry experts
- Understands compliance and accessibility standards
A good translation company will act as a localization partner—not just a service provider.
Tools and Tech Behind the Scenes
Modern video localization blends human expertise with smart tools. Many teams now use:
- AI-assisted transcription for speed
- Translation Memory tools to reduce costs and ensure consistency
- Subtitle editors for timing and readability
- LQA (Linguistic Quality Assurance) processes for error-free delivery
If you’re considering in-house localization, it’s important to understand the time, tools, and talent required. Most companies find it more efficient to outsource.
How to Start: A Quick Action Plan
If you’re ready to grow your brand in the US market with video localization, here’s a step-by-step plan:
- Audit your existing videos. Start with the ones that perform well.
- Identify key languages. Consider Spanish, Chinese, Vietnamese, and others based on your target audience.
- Choose a translation company. Make sure they offer full localization—not just translation.
- Start with a pilot project. Localize 1-2 videos to measure impact.
- Track results. Monitor engagement, views, and conversions.
Final Thoughts
Video localization is not only for international expansion it’s a good business decision for US market growth. By localizing your content, you’re demonstrating to audiences that you care about their culture and language. And in turn, they’re more likely to engage, trust, and purchase from you.
Regardless of whether you are a startup or a large business, an investment in video localization services is one of the most effective methods for reaching, converting, and growing in today’s multicultural US marketplace.
