How Netflix Localizes (Brilliantly!) for Kids in Japan [Podcast]

Posted by Lee Densmer
on Wed, May 09, 2018 @ 11:25 AM

How Netflix Localizes (Brilliantly!) for Kids in JapanYuka Ogasawara of Netflix knows a thing or two about how to grow a customer base in the Japanese market. It’s hardly surprising why.

Yuka is a Language Manager for Japanese at Netflix. Just in case there is anyone on the planet who still hasn’t heard of Netflix, it’s an American company that provides streaming media, online video-on-demand, and DVDs by mail.

But for LSPs, Netflix is much more than that. It’s literally changing how streaming content is delivered to foreign markets, including how it’s localized to appeal to its 117 million (and growing) members all over the world.

Yuka joins our hosts on this week’s episode of Globally Speaking to discuss how Netflix uses different alphabets and descriptions to appeal to Japanese audiences between 5 and 13 years of age.

This young target audience, unlike their older and younger counterparts, have very distinct language requirements that are highly challenging to localize—especially in a language with three official alphabets.

Topics include:

  • How Netflix gets valuable input from 5- to 13-year-olds
  • When it’s right and wrong to use hiragana, katakana, and kanji
  • How furigana helps Netflix drive sales
  • What can happen if the wording is too childish for older targets
  • How Netflix is improving the user experience worldwide

To listen to the episode, click “play” in the player below. You can also listen and subscribe to the podcast on iTunes, Google Play (USA or Canada), Stitcher, via RSS or at

And to learn more about the Globally Speaking program, go to, where you can listen to and download a full transcript of all episodes.

Topics: Globally Speaking Podcast


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