Niche OTT platforms refrain from subtitling, dubbing shows to strengthen regional audience base

Even as streaming platforms target wider audiences by offering dubbed and subtitled content in multiple languages, smaller providers such as Sun NXT prefer a niche approach by making most of their shows and movies available only in the original, regional language. “Some regional language OTT services might prioritise content authenticity, choosing to maintain the original language and cultural nuances of their content. By not investing in dubbing or subtitling, the platform can allocate resources to acquiring and producing more regional content, which helps to further strengthen its library and appeal to its target audience," said Charu Malhotra, co-founder and managing director of Primus Partners, a management consultancy firm. We recognise the potential of making regional content more accessible through subtitling and language localisation where it makes strategic sense," said Kaushik Das, founder and CEO of AAO NXT, a platform specialising in Odia content.