Netflix claims that 40% of its global user base uses subtitles on a regular basis and that audio descriptions have been turned on for hundreds of thousands of hours of shows like Lucifer, Ozark, and Seinfeld. Netflix also engaged with members of the disability community to design more comprehensive AD rules to make the platform’s approach to accessibility more inclusive, according to Dowdy, who is a CODA herself.
Netflix’s efforts have paid off, with shows like Bridgerton ranking as the most-watched show or films with subtitles in six countries, according to the platform. However, the plot differs from those of other global phenomenons such as Squid Game, whose English subtitles were criticized for being hopelessly wrong. Dowdy did not say what steps Netflix expects to take as part of its new endeavor to ensure that the original voices of series and movies are preserved as they are localized. She did note, however, that the Squid Game incident provided an opportunity for Netflix to grow as a result of critical feedback from users.
