Voice-over country? Okay, Boomer. How young viewers are disrupting the AVT landscape in Poland

Abstract

Poland, historically known as a stronghold of voice-over when it comes to audiovisual translation (AVT), as evidenced by opinion polls of the 1990s and early 2000s, underwent a substantial shift in its AVT landscape with the emergence of streaming services. This paradigm shift not only grants viewers the autonomy to choose what and when to watch, but also enables them to select their preferred AVT type, with many opting against voice-over. This study aims to provide empirical evidence confirming these evolving AVT preferences of Polish viewers. Conducting an online survey of nearly 1300 adult Poles, we explore their AVT preferences and viewing habits across cinemas, television, and streaming platforms. Additionally, we investigate potential genre-related variations in AVT preferences, specifically comparing preferences for dubbing in animation versus live-action content. Our findings show a departure from the traditional preference towards voice-over towards subtitling, particularly prominent among millennials and Generation Z. Young Polish viewers are also increasingly drawn to VOD platforms and away from traditional linear TV broadcasts. Many viewers also express a notable fondness for dubbing in animated productions, especially those nostalgically remembered from childhood.