Beyond Language: The Business Value of Dubbing and Subtitling in Global Book Industry

Shoja Neynava¹ Kian Parvizi² Aso Neynava³

1) Master of Art, Department of English, Sanandaj branch, Islamic Azad University, Sanandaj, Iran.
2) Independent Researcher
3) Master of Art, Department of Humanities, Sanandaj branch, PayemeNoor University, Sanandaj, Iran.

IOI Code : ABEB-ACAZBA
Publication : 4th International Conference on Recent Advances in Engineering, Innovation and Technology - Belgium(eitconf.com)
Abstract :
    Global publishing increasingly operates within a transnational cultural economy in which books, audiovisual adaptations, and associated intellectual properties circulate across linguistic and geographical boundaries. Although literary translation has traditionally facilitated the international circulation of written works, dubbing and subtitling can extend the commercial reach of screen adaptations and create additional opportunities for publishers, rights holders, and audiovisual distributors. This article examines the potential business value of audiovisual localization within the global book industry, focusing on intellectual-property exploitation, audience accessibility, market expansion, and cross-media promotion. Drawing on a qualitative, document-based review of academic literature, industry reports, and research on audiovisual translation, the study synthesizes evidence concerning localization practices, audience preferences, and international content distribution. Particular attention is given to research conducted in Iran, where dubbing has a longstanding institutional tradition and audience studies have documented changing preferences for subtitled foreign audiovisual content, alongside international research on streaming platforms and localization markets. The analysis conceptualizes dubbing and subtitling as complementary strategies whose commercial effectiveness depends on target-market characteristics, production costs, linguistic quality, distribution models, and the relationship between screen content and its literary source. Rather than assuming that localization automatically increases sales, the article identifies plausible mechanisms through which localized adaptations may support discoverability, audience engagement, licensing opportunities, and the wider circulation of literary intellectual property. It concludes by proposing an evidence-based framework for evaluating these opportunities and identifying priorities for future empirical research linking audiovisual localization to publishing performance.

Keywords : audiovisual localization cross media marketing dubbing global publishing intellectual property subtitling