For any video to scale in the international market, one of the smartest strategies is to add subtitles in the native language of the targeted market. This helps in making the content accessible and easy to understand for all segments. However, it is important to note the price of subtitles before committing to any project.
On average, the price depends on various factors, such as language, length of the video, QA reviews, and overall turnaround time of the project. Understanding all these details can help in better decision-making and finalising the vendor for a subtitling project.
How much do subtitling services cost?
The first thing a client should know is that no project has a fixed rate. Even a single project with the same requirements can have two different quotations, based on the experience and workflow of different vendors. A few factors that are commonly assessed before starting a project are:
Per-minute subtitling pricing
The pricing of a subtitled video is often determined by its length. This helps in estimating the average effort put into a minute of the content, and an average quotation can be determined. This means that the quotation for a 5-minute video would be hypothetically less than a 10-minute video.
However, not every vendor considers per minute as their standard criteria for deciding the quotation of the video. Other options, such as translation, timing, languages added, and review systems, can also affect the pricing.
Per-word, hourly, and project-based pricing
A lot of times, the pricing of the project is also dependent on the script or translation that is added as the subtitles. This is generally the factor in determining the price when the script is provided by the client before starting the project. Another option of hourly billing, which is done based on the hours invested in the editing, and final delivery of the video, is also considered. The compare agency and freelance translation provides more detail on this related topic.
Project-based pricing, as the name suggests, is when the project is conducted at a fixed price, irrespective of the language, length, or script added to the video.
Published subtitling price examples to benchmark
Subtitling service providers sometimes publish examples of their previous projects or case studies for clients to get a basic understanding of their pricing and the entire process. For example, Rev, a well-known business operating in the subtitling and localisation industry, lists their global subtitling prices from $6.49 to $15.99 per video minute. Although these rates can change depending on various factors and circumstances, they also help clients get an estimate of the quotation. The marketing translation providers helps buyers compare provider coverage and expertise for marketing translation.
What is included in a professional subtitling quote?
There are multiple segments that are included in a professional subtitling quotation, which vary from one vendor to another. However, some common aspects include:
Transcription and source-script preparation
If the transcription or the source script is not already provided by the client, the vendor may charge for the same. These scripts are often generated using the audio, making it an additional task in the subtitling project. The professional transcription services page describes VerboLabs’ service scope for this requirement.
Translation and cultural adaptations
Translated subtitles should convey the same meaning as the original language. This does not mean that the content has to be translated word-for-word. This approach can hamper the jokes, cultural references, and informal expressions of the speaker.
Timecoding, synchronization, and readability
The timing of the subtitles and synchronization of the text with the audio and video is very important. The viewer should be able to clearly read the subtitles when presented on the screen, and they should also be aligned with the scene or the dialogue. If this synchronization and timing are missed, the overall experience becomes awful for the viewers.
Formatting, hardcoding, and delivery formats
Service providers may share the subtitles as a separate file or can either add them directly to the video. The separate files are called SRT or VTT, which can be switched on or off by the viewer themselves, and the SRT vs VTT comparison explains which one your platform needs. The subtitles added in the video are called burned-in and cannot be removed by the viewer. These burned-in subtitles are also called hard-coded subtitles. Before starting with the project, these specific details should be clarified and discussed with the provider.
What factors increase subtitling service prices?
Two videos of the same length can receive different quotes. The amount of work involved, rather than duration alone, helps explain the difference.
Number of target languages
The first factor that determines the price of a subtitling project is the language. More number of languages means higher the price of the project. Sometimes the vendor can quote an extra cost for the exact same project in two different languages, depending on the familiarity, complexity, and expertise of its team and linguists.
Video length and audio complexity
Another factor that plays a crucial role in establishing the price of a subtitling video is the length of the audio and the video. The longer the video is, the higher the price of the overall project would be. This is also important as the editor would have to synchronize the audio, video, and subtitles together.
Turnaround time and rush delivery
The criteria and urgency of the project can also sometimes increase the overall pricing of the subtitling project. If a standard project is asked to be delivered in half the actual time, the service provider can quote a higher price for the simple task.
Subtitle type: Standard, SDH/closed captions, and burned-in
In general, there are 3 basic types of subtitles:
- Standard subtitles: Standard subtitles are when the actual dialogue of the characters in the audio/video is displayed on the screen without any changes. This can be in the original or the translated language.
- SDH and closed captions: SDH or closed captions are when, along with the dialogue, minor sound effects and other information visible on the screen are also added to the subtitles.
- Burned-in subtitles: Burned-in subtitles are when the subtitles are embedded during basic editing of the video and cannot be removed or changed by the viewer through any available options.
How to compare subtitling quotes from different providers
The process of comparing different quotations for a similar subtitling project is simple but important to understand. Many companies often think that opting for the cheapest option is always the correct choice. However, this may not be the case. A vendor quoting a lower per-minute rate can add extra cost at later stages. Thus, it is important to analyse the complete quotation and the price offered by the service provider before making the final decision. The software localization process guide explains the steps teams can use to plan this work.
Before choosing a provider, compare these details:
| Factors | Description |
| Rate and unit | The rate and unit of the service should be discussed beforehand. |
| Languages | The number of languages that the subtitles will be edited into should be discussed beforehand. |
| Transcription | Will the basic script that will be added as a subtitle be provided by the client or the service provider? |
| Translation and review | Are translation, proofreading, and quality checks covered? |
| Timing and formatting | Does the provider handle synchronization, line breaks, and reading speed? |
| Revisions | How many rounds of revisions are included in the workflow before final delivery? |
| Delivery | Are separate subtitle files, hardcoding, or platform-specific formats included? |
| Deadline | Is your requested turnaround covered by the quoted rate? |
How to estimate your subtitling budget before requesting a quote
In order to estimate the budget for your subtitling project, there are several aspects you need to consider. This includes noting the duration of the video, the number of languages that need subtitles, and other basic additional costs that are generally considered by all vendors. The video localization strategy guide explains the steps teams can use to plan this work.
To understand this better, let’s consider a basic example as a case study. Assuming that a video of 5 minutes needs subtitles in 2 different languages, then the average cost of this project can be estimated as:
- Total duration of the video – 5 minutes
- Number of languages – 2
- Average video length that needs subtitles – 5 x 2 = 10 minutes
- Additional features quoted by service providers – script generation, quality check, formatting, hardcore subtitling, delivery timelines, additional feedback.
What should you send a subtitling provider for an accurate quote?
For professional subtitling services, a clear brief covering languages, timing, files, and review expectations helps the provider scope the work. You do not need a detailed technical brief for every project, but try to share the following information:
- Total video duration and number of files
- Source language and all target languages
- Video files or accessible links
- Existing transcript or subtitle file, if available
- Required subtitle type, such as translated subtitles or SDH captions
- Preferred delivery format, such as SRT, VTT, or a hardcoded video
- Platform or broadcast requirements
- Deadline and any urgent delivery needs
- Style guide, terminology list, or formatting instructions, if applicable
Why choose VerboLabs for subtitling services?
VerboLabs is a well-known brand in the localization and translation industry, with expertise in over 120+ languages. Some of its past projects in the field of subtitling include transcription and translation, adding subtitles, and delivering the final product to the client. Other than this, the organization also claims advanced knowledge and expertise in localization, video creation, DTP, and content writing.
For a brand looking for professional subtitling services, connecting with VerboLabs can be an ideal choice. This not only helps in establishing partnerships with a credible brand, but also makes the entire project smooth and efficient. Before starting with the project, it is important to follow a few steps. This means discussing the workflow, transcription to be added, target language, formatting, and the final deadline of the project.
Conclusion
To make a video accessible for a larger audience at a global level, adding subtitles can be the perfect choice. For this, opt for a subtitle service provider that can work on transcription or script, audio and text synchronization, understands the target language, has basic knowledge of video editing, and can deliver the final project on time.
When looking for the perfect vendor, there are a few factors that must be taken into consideration. This means opting for a service provider that fits your budget, timeline, language requirements, and workflow.
Expand your global reach with VerboLabs! Get accurate, culturally adapted localization services to connect with new markets. Contact us today for expert solutions!
Frequently Asked Questions:
The rate for a subtitling project can be different for different vendors. This is because of the style of working, language and market understanding, and overall expertise of the team.
The cost of subtitles and captions is different, and one can be higher than the other, depending on various factors, such as translation, language, vendor, and deadline of the project.
Yes, language plays a crucial role in determining the cost of the overall subtitling project.
Not specifically. The cost of burned-in subtitles is generally not included in the overall quotation, and this generally depends on the service provider.
To get an exact subtitling quotation, you can first finalise the language and the service provider. After this, you can share the language preference, the video that needs to be subtitled, and all the basic guidelines of the project. This way, the vendor can share the exact pricing of the project.
