Video is trending upwards–and so are international consumer expectations

This is a contributed blog post by Giovanni Galvez, VP of Business Development and Strategy at SyncWords, a DeepL customer.

More viewers, more challenges: why meeting consumer expectations is the key to video success

• Consumers expect more personalized video content
• Live video streaming is now a key tool for global engagement
• AI is revolutionizing how companies localize video at scale

Video is no longer an emerging trend; it has become the dominant way people consume information. YouTube is the world’s second-largest search engine, TikTok continues to revolutionize short-form video, and LinkedIn is doubling down on video content. But as video consumption grows, so do viewers’ expectations.

Consumers today don’t just want to watch a video—they want content that feels native to their language, culture, and preferred platforms. This creates a new challenge for businesses: scaling video production while keeping it engaging, personalized, and globally accessible.

As Giovanni Galvez, VP of Business Development and Strategy at Syncwords, puts it, “Language personalization isn’t just a nice-to-have anymore—it’s the standard. If you’re not tailoring your video content to meet your audience’s expectations, you’re already behind.”

Ready to make your video content resonate globally? Learn how AI-powered localization can help businesses scale without compromise.

Why personalized video drives engagement—and how to get it right

The rapid evolution of video consumption has shifted expectations. Today’s viewers want content tailored to their cultural and linguistic preferences. Personalized content isn’t just about translating words; it’s about creating a connection with viewers. 

What works in one region may not work in another

A translation is only as good as its ability to resonate with the audience. Certain elements may work differently—and be received differently—depending on the culture, audience, and platform.

• Subtitles vs. voiceovers: in Germany and France, voiceovers are the norm, while in Norway, Japan and Korea, subtitles are widely preferred.
• Platform-specific preferences: on TikTok and Instagram, captions are often overlaid directly onto the videos, while LinkedIn and corporate webinars rely more on high-quality dubbing.

This is exactly where AI steps in to make magic happen. AI tools are helping businesses produce video that feels less like a translation and more like a native experience. By adjusting things like tone and pitch in voiceovers to match the speaker in the original video, AI-driven localization is able to produce content that feels personalized for the audience in mind. This level of personalization and accessibility matters; videos with subtitles are watched to completion 4x more often, and taking regional preferences into account leads to better engagement and stronger connections with global audiences.

Live video is taking over. Here’s how businesses can keep up.

Live video has gone from a trend to a key engagement tool across both B2C and B2B markets. Platforms like Twitch, TikTok Live, and Instagram Live have seen record-breaking growth, and have become essential tools for brands looking to engage their audiences in real time.

The appeal of live video, especially in the B2C space, lies in its ability to foster authentic connections between businesses and their audiences. Consumers expect brands to be accessible and responsive; in fact, 64% of TikTok users prefer live content over pre-recorded videos. Live streaming creates a sense of urgency and exclusivity, driving higher engagement and audience participation. This format has proven to be effective for:

• Brand building: companies can showcase their expertise, demonstrate products, or host exclusive Q&A sessions with executives
• Driving conversions: 38% of brands use live events to engage with prospects and customers, and 84% of video marketers say video has helped increase sales
• Community engagement: interactive content—such as real-time polls, audience Q&As, and influencer collaborations—keeps viewers engaged longer and fosters loyalty

But live video also comes with its own set of challenges. Accessibility is a key consideration—providing real-time captions ensures inclusivity for viewers who are deaf or hard of hearing. Additionally, localization requires adapting content to different cultural expectations, languages, and dialects, all while maintaining the original tone and intent of the message.

Beyond accessibility and localization, businesses must also ensure that real-time captions and translations are accurate and seamlessly synchronized. As Giovanni points out, “Timing and accuracy are critical in live broadcasts. Even a few seconds of delay in captions or translations can disrupt the viewer’s experience. Leveraging AI translations and the latest live streaming tools for distribution is quite challenging.”

To keep up with this demand for scalable, high-quality live video, companies need tools that can handle real-time translation and captioning without losing cultural context. AI-powered localization tools can handle localization in live streaming workflows, making it possible to broadcast live to a global audience, while ensuring accessibility, engagement, and seamless multilingual delivery.

Smarter localization: how AI-powered tools are changing the game

The key to scaling video localization is adopting the right technology. While human translation will always play an important role, businesses must look beyond traditional translation methods to keep up with global demand. Manual workflows are time-consuming and expensive, and with 78% of brands increasing their video output, companies need efficient, scalable solutions that won’t compromise quality. 

Advanced AI-powered tooling, such as SyncWords and DeepL, are redefining video localization by automating key processes:

• AI-driven captioning and subtitling ensures accurate, real-time text across multiple languages
• Speech synthesis and tone-matching AI creates voiceovers that sound natural and culturally appropriate
• Automated content adaptation helps businesses localize videos at scale, reducing costs and turnaround time, while providing a path to monetization and licensing content for international audiences
• Compatibility with the standard live streaming protocols and platforms is critical to deliver a seamless experience to all viewers

These AI-driven technologies allow businesses to maintain content integrity while also expanding their reach, making it possible to deliver a truly localized experience at scale. Companies that embrace AI-powered localization are staying ahead of the competition by ensuring that their content resonates with every audience, regardless of language or region.

Ready to globalize your video strategy?

Are you ready to break down language barriers and deliver personalized video content that resonates with global audiences? The DeepL API seamlessly integrates the power of our highly specialized Language AI, tailored specifically for translation and editing, straight into your own systems and workflows. Built with technical teams in mind, it's designed to get you up and running in no time, with 6 client libraries, including out-of-the-box retries and keep-alive connections, enabled by default. 

Find out more about how the DeepL API can help your business scale content localization and stay ahead of the competition.