Users are primarily female (73%) and young, with 65 percent younger than 34 years old. American users make up over 30 percent of the service’s international subscriber base, with France, Canada, the United Kingdom, Brazil and Mexico comprising the company’s next five largest markets. Though Viki is based in the U.S., and owned by Rakuten, the Japanese online “global marketplace” Viki’s users are everywhere. Movies and TV are one of the most important and potent ways students can employ for learning about language and culture, and Viki makes the most of the opportunity.
In LEARN mode they can study Chinese, Korean, Japanese, by referring to dual English and foreign-language subtitles, by pausing programs to repeat words, and also searching for words and phrases so they can hear them in different ways, in different languages. Many of Viki’s viewers aren’t native speakers of the languages of the programs they watch, and Viki also engages these users by offering them the chance to pick up the languages.
Apart from the subtitling for language translation, users can also put up timed comments, those spontaneous, often funny and irreverent real-time subtitles that scroll across the screen, commenting on the action.
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