Two years ago, distribution veteran Fredrik af Malmborg launched AI dubbing company Dubhub. Here, he explains why he believes the new tech will transform the distribution sector, what Dubhub offers content owners and how it is changing things for YouTube creators.

What convinced you to launch Dubhub in 2023, having spent so long in distribution?

The content production and distribution landscape is developing very quickly, and the direct-to-consumer space, mainly through YouTube together with AI tools, is very exciting.

Until now, full localisation for a TV series in 20 dubbed languages and an additional 50 subtitled languages has only been possible for the likes of Netflix and Disney. At Dubhub, we now make it affordable for any producer or content owner. We founded Dubhub around two-and-a-half years ago and have since invested a few million US dollars in an amazing technology solution that really works to deliver high-quality audio dubbing at low cost. The quality improvements in just the last few months have been major and are opening up a very large market.

What companies does Dubhub work with for localisation?

We have, over the last year, delivered our first major projects for Turkish producers such as OGM, GoQuest and BKM/Videmite. In most cases, the dubbing investment is repaid in just a few months from YouTube revenues alone. In some markets, the dubbed version on YouTube is generating much higher revenues than a normal licensing deal would have done, and even after a YouTube-first launch, the licensing potential for second runs remains valuable.

I think Turkish drama is heading towards a YouTube-first strategy, with licensing as a second window. We are already seeing a few early examples of this development. We are also currently seeing major demand in animation, where we are working with a number of major studios such as Animotion. With our new Evocion tool, we are starting major projects for several other global animation studios. The quality of audio dubbing with the Dubhub Evocion system is very high, and animation producers are very excited, as the alternative is to dub with humans at a cost of US$200 or US$300 per minute.

On the factual side, we are working with Germany’s ZDF Digital and multiple producers. In factual programming, the quality of AI dubbing is already sufficient for licensing, and volumes are growing. It is becoming increasingly important for producers and distributors to control language assets from the start, as the exploitation window is expanding all the time.

How does Dubhub differ from other localisation companies out there?

Our approach is to build a highly skilled localisation studio with the best people using the best technology. AI dubbing has somehow developed a bad reputation because of some vendors and purely technology-driven companies. It is still very important to have a qualified production team, and we are building that with Istanbul as our base. All steps – from transcription, casting and prompting of voices, translation, voice synthesis or human dubbing, through to final sound mix and QC – are controlled by humans, and some parts require significant expertise to do well. Alongside that, we have developed an amazing technology solution that works extremely well.

What localisation services does Dubhub bring to the market?

We offer all services: AI dubbing, full human dubbing, or a hybrid of the two, as well as subtitling and accessibility services. We are also working very actively with YouTube management through partners for clients who need both.

How does Evocion change things in the dubbing space?

To date, AI dubbing has often been rather flat and robotic. We have developed a technology, Evocion, where we analyse the original production, including character descriptions of the cast. With this information, our AI tool gives each line of dialogue emotional direction. We implemented this earlier this year, and it is a real game changer.

How does Dubhub combine AI technology with human skills?

Our philosophy is simple: the best technology plus the best humans. There is a belief that AI will do everything, but we are happy to conclude that humans still matter.

How do you think AI dubbing is changing the content distribution industry?

Any producer or content owner can now reach any audience in the world in their own language. This is new and was previously only affordable for giants such as Netflix, Disney or MrBeast. The growth of direct-to-consumer channels combined with localisation is driving major change. We are already seeing full drama series making back their production budgets in under six months on YouTube alone.

However, the use of language versions on YouTube is not new. Turkish drama has been generating major revenues from local-language versions for years, while MrBeast, for example, has around 150 million subscribers in English and another 350 million viewers in local-language channels. He is operating almost 80 local-language versions, and now that audio dubbing is becoming affordable, almost anyone can do the same.

What lessons can be learned from the way Turkish content has grown online using AI dubbing?

Turkish drama started using YouTube as a major channel more than 10 years ago, and now the rest of the legacy media industry is eventually following. Until now, human dubbing has been the main way to localise, but as we have now solved the quality issue, the potential is enormous.

What has been the impact of AI dubbing for global streamers?

To date, it has not been that important, as the localisation industry is conservative and the quality has not been there yet. I was approached by the first AI dubbing company eight years ago. At the time, the quality was poor and the price was very high. Even last year, I attended my first global localisation conference, and the general conclusion was that AI was not really being used by anyone. However, we believe the time to fully change the market is now.

How can AI dubbing change things for YouTube content creators?

There are 60,000 YouTube channels with more than one million subscribers. We know revenue can be multiplied by three or four times for most of those channels if they partner with a company like Dubhub. This is a major opportunity that, until now, has only been profitable for channels with more than 100 million subscribers. However, the middle segment can now do it with minimal investment. As the revenue comes back within a few weeks, the ongoing investment is limited, and Dubhub is well positioned to be the partner for that journey.

Two years ago, distribution veteran Fredrik af Malmborg launched AI dubbing company Dubhub. Here, he explains why he believes the new tech will transform the distribution sector, what Dubhub offers content owners and how it is changing things for YouTube creators.

What convinced you to launch Dubhub in 2023, having spent so long in distribution?

The content production and distribution landscape is developing very quickly, and the direct-to-consumer space, mainly through YouTube together with AI tools, is very exciting.

Until now, full localisation for a TV series in 20 dubbed languages and an additional 50 subtitled languages has only been possible for the likes of Netflix and Disney. At Dubhub, we now make it affordable for any producer or content owner. We founded Dubhub around two-and-a-half years ago and have since invested a few million US dollars in an amazing technology solution that really works to deliver high-quality audio dubbing at low cost. The quality improvements in just the last few months have been major and are opening up a very large market.

What companies does Dubhub work with for localisation?

We have, over the last year, delivered our first major projects for Turkish producers such as OGM, GoQuest and BKM/Videmite. In most cases, the dubbing investment is repaid in just a few months from YouTube revenues alone. In some markets, the dubbed version on YouTube is generating much higher revenues than a normal licensing deal would have done, and even after a YouTube-first launch, the licensing potential for second runs remains valuable.

I think Turkish drama is heading towards a YouTube-first strategy, with licensing as a second window. We are already seeing a few early examples of this development. We are also currently seeing major demand in animation, where we are working with a number of major studios such as Animotion. With our new Evocion tool, we are starting major projects for several other global animation studios. The quality of audio dubbing with the Dubhub Evocion system is very high, and animation producers are very excited, as the alternative is to dub with humans at a cost of US$200 or US$300 per minute.

On the factual side, we are working with Germany’s ZDF Digital and multiple producers. In factual programming, the quality of AI dubbing is already sufficient for licensing, and volumes are growing. It is becoming increasingly important for producers and distributors to control language assets from the start, as the exploitation window is expanding all the time.

How does Dubhub differ from other localisation companies out there?

Our approach is to build a highly skilled localisation studio with the best people using the best technology. AI dubbing has somehow developed a bad reputation because of some vendors and purely technology-driven companies. It is still very important to have a qualified production team, and we are building that with Istanbul as our base. All steps – from transcription, casting and prompting of voices, translation, voice synthesis or human dubbing, through to final sound mix and QC – are controlled by humans, and some parts require significant expertise to do well. Alongside that, we have developed an amazing technology solution that works extremely well.

What localisation services does Dubhub bring to the market?

We offer all services: AI dubbing, full human dubbing, or a hybrid of the two, as well as subtitling and accessibility services. We are also working very actively with YouTube management through partners for clients who need both.

How does Evocion change things in the dubbing space?

To date, AI dubbing has often been rather flat and robotic. We have developed a technology, Evocion, where we analyse the original production, including character descriptions of the cast. With this information, our AI tool gives each line of dialogue emotional direction. We implemented this earlier this year, and it is a real game changer.

How does Dubhub combine AI technology with human skills?

Our philosophy is simple: the best technology plus the best humans. There is a belief that AI will do everything, but we are happy to conclude that humans still matter.

How do you think AI dubbing is changing the content distribution industry?

Any producer or content owner can now reach any audience in the world in their own language. This is new and was previously only affordable for giants such as Netflix, Disney or MrBeast. The growth of direct-to-consumer channels combined with localisation is driving major change. We are already seeing full drama series making back their production budgets in under six months on YouTube alone.

However, the use of language versions on YouTube is not new. Turkish drama has been generating major revenues from local-language versions for years, while MrBeast, for example, has around 150 million subscribers in English and another 350 million viewers in local-language channels. He is operating almost 80 local-language versions, and now that audio dubbing is becoming affordable, almost anyone can do the same.

What lessons can be learned from the way Turkish content has grown online using AI dubbing?

Turkish drama started using YouTube as a major channel more than 10 years ago, and now the rest of the legacy media industry is eventually following. Until now, human dubbing has been the main way to localise, but as we have now solved the quality issue, the potential is enormous.

What has been the impact of AI dubbing for global streamers?

To date, it has not been that important, as the localisation industry is conservative and the quality has not been there yet. I was approached by the first AI dubbing company eight years ago. At the time, the quality was poor and the price was very high. Even last year, I attended my first global localisation conference, and the general conclusion was that AI was not really being used by anyone. However, we believe the time to fully change the market is now.

How can AI dubbing change things for YouTube content creators?

There are 60,000 YouTube channels with more than one million subscribers. We know revenue can be multiplied by three or four times for most of those channels if they partner with a company like Dubhub. This is a major opportunity that, until now, has only been profitable for channels with more than 100 million subscribers. However, the middle segment can now do it with minimal investment. As the revenue comes back within a few weeks, the ongoing investment is limited, and Dubhub is well positioned to be the partner for that journey.