17/02/2026
Many assume subtitling is simply translation placed at the bottom of a screen. In reality, it is one of the most technically demanding forms of localization.
In audiovisual translation (AVT), linguists are not only working between languages โ they are working against time, space, and viewer attention.
Letโs look at the challenge:
A speaker may talk at 160โ190 words per minute.
Viewers read at a limited characters-per-second (CPS) speed.
Some languages naturally expand in length compared to the source text.
Subtitles must follow strict line limits and screen timing constraints.
If every word is translated literally, the result is overcrowded subtitles, rushed reading, and a poor viewing experience.
And that is where the real expertise lies.
Subtitling Is the Art of Condensation
Professional subtitling is not about translating everything. It is about prioritizing meaning over wording.
Consider this example:
Speaker: "I just wanted to take a moment to explain why this approach might not deliver the results we are expecting."
A literal subtitle could be long, dense, and difficult to read within two seconds.
A professional subtitle might become: "ูุฏ ูุง ูุญูู ูุฐุง ุงูุฃุณููุจ ุงููุชุงุฆุฌ ุงูู
ุชููุนุฉ."
Shorter. Clearer. Perfectly timed. The message remains intact โ but the viewer never struggles to keep up.
That is the difference between translation and audiovisual adaptation.
Invisible Subtitles = Successful Content
In corporate videos, e-learning modules, marketing campaigns, and documentaries, subtitles should feel invisible.
The viewer should absorb the message naturally โ without pausing, rewinding, or choosing between watching visuals and reading text.
Subtitling is not an afterthought. It directly impacts:
Viewer engagement
Knowledge retention
Brand perception
Accessibility
Poor subtitling distracts. Professional subtitling enhances.
At MidLocalize, we approach AVT with both linguistic precision and technical awareness โ balancing meaning, readability, and timing to create a seamless viewing experience.
Because great subtitles are not noticed. They are simply understood.
