Wayne Borg on the Rise of Non-English Media

Well over one billion people worldwide speak English, but that accounts for just 17% of the world’s population. Foreign language media has always had a place in the market, although it wasn’t until recent successes, such as Squid Game, that non-English media became a global phenomenon.

The surprise hit may have caught some industry professionals off-guard, but seasoned media executive Wayne Borg knows how valuable non-English media is in the global market. “Don't necessarily assume that the world wants English language content,” he explains. “Part of creating content is about reflecting the society, telling the stories that the people of that jurisdiction want to see and experience and connect with.”

Borg has worked in Australia, Asia, Europe, the Middle East, and the United States during his 25-year career. This uniquely global experience taught Borg the value of listening to the market's needs — and not assuming you know what’s best for consumers. He shares his views on how media creators can navigate this changing environment and why embracing non-English content is crucial for future growth.

Approach Emerging Markets With Humility

During his travels abroad, Borg quickly discovered that norms differ wildly across cultures. “The world isn't a homogenous place. There is huge diversity in cultures, in people, in understanding,” Wayne Borg says. “What often is seen to be the standard or accepted practice in one part of the world can be quite alien in others.”

It’s crucial for media executives to accept that there will be things they don’t know, especially when entering a new market. “One should never underestimate that in terms of succeeding in a marketplace, to really understand the people, how they think, both in business and in general terms,” Borg adds. “Until you have that understanding, I don't think you'll ever really be able to maximize the opportunity.”

Humility goes a long way in the media world, and there’s no place for ego when entering a foreign market. Instead of imposing your assumptions on the market, take a step back. “What's vitally important is not to impose your view of the world in those markets, and understand what the drivers are culturally, both at a society level but also at a business level, to inform your judgment and decision-making,” Borg explains.

Understand Local Markets for Global Success

In Wayne Borg’s view, emerging markets present an exciting opportunity for media companies. “I think one of the beauties of emerging markets is there's not necessarily a playbook and not necessarily a case of, well, this is the way it's been done before. That gives you incredible freedom,” he says. Unlike mature markets that are often weighed down by legacy systems, emerging markets offer a legacy-free environment. This environment gives businesses the freedom to innovate and leapfrog traditional models.

However, executives shouldn’t enter new markets without considering the risks. “Just because you don't have legacy doesn't mean it's a free-for-all,” Wayne Borg adds. Risk is just a part of leading a business. While there’s no guarantee that a TV show will become a smash hit in a new market, Borg encourages leaders to do their research before digging in. “Get as good an understanding of that marketplace, ideally with a partner from the market, and trying to understand what are those dynamics there,” he says. “It's understanding how that market operates in terms of customers, suppliers, value chain, and adapting accordingly.”

Embrace Changing Consumer Preferences

Foreign language content used to be a niche interest, but consumer preferences are changing, largely thanks to streaming services. “Netflix and the streamers have done a fantastic job demonstrating what used to be foreign content, which you'd only ever see at a repertory theater and it was the domain of art students, can be taken globally now and people can experience other cultures,” Wayne Borg says. “Subtitles of foreign language aren't a barrier to success or to viewers' appetite to want to experience content from Scandinavia, Korea, the subcontinent, or the Middle East.”

However, this shift definitely caught some media professionals off-guard. It’s easy to assume that consumer preferences will largely stay the same, but if there’s one thing Borg has learned, it’s that media executives should embrace change — and pivot quickly to remain relevant. “Even though I've described the world as a single market, how we go about business still is very different, partly through legacy, but also partly just mindset and culture,” he says. “You have to be ready to pivot and not just be rusted on to a particular plan. I think the businesses that succeed have that ability to pivot quickly, make informed decisions, and meet what's happening in any particular market at a given time.”

Embracing the Diversity of Non-English Media

Non-English content is making a splash, with platforms like Netflix and Hulu featuring more subtitled and dubbed content than ever before. The media industry is trying to keep up with the demand for more high-quality international programming, but Wayne Borg cautions executives to consider the nuances of their target consumers.

“I think it's about understanding. It's not one size fits all. Every market is different. Every market has its own nuances,” Wayne Borg adds. It’s impossible to predict the future of media, but Borg’s blueprint for success is refreshingly simple: executives can position themselves for success by being both humble and strategic. “I come back to having a very clear vision and a strategic frame with a very clearly defined value proposition that you can execute against,” he concludes.