How Captions & Subtitles are Changing the Indian OTT Space

Recent years have seen a radical change in the Over-The-Top (OTT) streaming market in India, with subtitles and captions playing a key role in changing how people consume content. Knowing the effects of these characteristics becomes essential as media production companies and distributors strive to reach larger audiences. 

India's Overtake of OTT Platforms 

Over 460 million unique visitors have been reached by India's OTT sector, which has grown at an exponential rate.Increased internet usage, reasonably priced smartphones, and a varied content library that accommodates different linguistic and cultural preferences are the main drivers of this boom. 

The Increase in Consumption of Regional Content 

India boasts a huge linguistic diversity with more than 22 officially recognized languages and several dialects. Its citizens' internet consumption habits reflect this diversity. A FICCI-PwC analysis predicts that by 2025, regional language usage on OTT platforms would surpass Hindi at 45% and make up well than 50% of total time spent. The increasing need for native-language material is highlighted by this trend. In response to this growing demand, OTT platforms are growing their local content libraries. 

Particularly in a linguistically varied nation like India, subtitles and captions have become essential components of the viewing experience. More than 72% of Indian viewers prefer to watch content in languages other than their own with subtitles, according to a YouGov survey.  

This choice emphasizes how crucial it is to make content accessible to those who speak different languages.  

Improving Inclusivity and Accessibility 

In order to ensure inclusivity, captions and subtitles fill in linguistic gaps and accommodate those who are hard of hearing. For a wider audience, they improve comprehension and participation by offering a written depiction of conversations and auditory signals. 

Increasing the Reach and Engagement of Content 

Adding subtitles can greatly increase the audience for a film or television program. India has made a significant contribution to international subtitling efforts; Prime Focus Technologies, for example, reported that 70% of their 40,000 hours of subtitling work came from India. The Indian television series "Sacred Games," which was dubbed in four languages and subtitled in twenty-four, is a noteworthy example of how to reach a wide range of viewers. 

Additionally, according to a survey, over 80% of viewers are inclined to watch a video through to the conclusion if subtitles or captions are included.  Read more on the benefits of Subtitles and Captions  

International Success Stories with Regional Focus  

Effective subtitling has increased the popularity of Indian regional content on a worldwide scale. For example, Tamil television dramas have attracted fans from throughout the world, and websites like Netflix are creating original Tamil-language shows like "Paava Kadhaigal." Subtitles in several languages increase the shows' international reach by making them available to a worldwide audience.  

Challenges in Subtitling and Captioning in India  

Indian language captioning and subtitling pose particular difficulties. The various scripts and writing systems must be handled carefully to guarantee proper representation. For instance, even though Hindi and Marathi use the same Devanagari alphabet, dialects and use differences need to be taken into account. In a similar vein, formatting issues with Urdu's right-to-left script are distinct from those with left-to-right script. Complementary formats and technologies are required because not all legacy caption and subtitle formats support Unicode or right-to-left text.  

Textar: Bridging the Gap with AI-Powered Solutions  

At Textar, we understand the critical role of accurate and timely subtitles and captions in content distribution. Our AI-powered platform, perfected by human expertise, ensures high-quality deliverables tailored to your needs. Collaborations with major OTT platforms like KUKUFM and production houses have led to increased reach and viewer satisfaction.  

Client Success Story: Mayaloka  

After using our captions and subtitles, Mayaloka, one of our prestigious clients, had a notable increase in viewing. A wider range of people could now access their content, which resulted in more participation and favorable evaluations. 

Adding subtitles and captions is still a game-changer for improving the accessibility and reach of content as the Indian OTT market develops. To remain competitive in a dynamic and diverse market, media production companies and distributors need to prioritize these attributes. 

Use Textar to Take Action 

With Textar's excellent subtitling and captioning services, you can increase the reach and engagement of your content. To find out how we can help you reach a wider audience and increase the effect of your content, get in touch with us right now at sales@timbel.net or Contact Us