A producer shipping 40 episodes across 12 markets knows that choosing between dubbing or subtitles isn’t a matter of taste. It’s a production decision that affects reach, completion rates, and budget. Netflix has stated that nearly a third of all viewing on the platform comes from non-English content, and 45% of English-language title viewing relies on subtitles or dubbing.
How markets choose between dubbing or subtitles
The most useful data point for anyone planning international distribution: there is no single answer. In Germany, 60% of viewers prefer dubbed content and over 30% reject subtitles altogether. In Malaysia, 73% choose subtitles.
taly, France, and Spain are historically dubbing markets, with penetration above 75% across OTT and theatrical content. [GWI]
Ignoring these differences means losing audiences before the content even gets a chance to be judged on its own merits.
Retention and completion — what the data shows
According to research by Verizon and Publicis Media, 80% of viewers are more likely to finish a video when subtitles are available. But context matters: on mobile devices, where 69% of users watch with the sound off, subtitles are essential. On a living room TV, dubbing reduces cognitive effort — a decisive factor for retention on long-running series.
Dubbing or subtitles in key markets
In markets where dubbing is the standard — Italy, Germany, Brazil, Latin America — releasing content with subtitles only is like showing up with a handicap. For series with many episodes, dubbing builds loyalty: viewers bond with the voices, and vocal continuity across seasons becomes an asset. For content aimed at younger or family audiences, dubbing is almost mandatory.
For those evaluating audio localisation for the Italian market or a multilingual rollout, working with a studio that handles the full pipeline — from dialogue adaptation and voice casting to dubbing direction and final mix — makes it possible to lock in timelines and budgets from the planning stage. A good starting point is a conversation with the RED Audio team.
When subtitles are enough
Subtitles remain the right choice for documentaries, niche content, festival releases, and markets with a strong subtitle tradition: Scandinavia, the Netherlands, East Asia.
They cost less, turn around faster, and preserve the original vocal performances. But for mainstream content heading into dubbing markets, relying on subtitles alone means accepting higher drop-off rates.
Dubbing or subtitles — why the top platforms choose both
The platforms getting the best results don’t pick one: they offer both. In 2025, Netflix expanded its multilingual options, allowing viewers to combine dubbing in one language with subtitles in another on any title.
For a producer, the strongest strategy starts with the target market, weighs the dominant format and device, and builds an audio localisation plan that includes dubbing where it’s needed and subtitles where they’re sufficient. That’s the same approach we follow at RED Audio when working with international productions destined for multiple territories — as explored in our analysis of TV series dubbing for streaming platforms.
How to set up a localisation plan
Step one is mapping priority markets and their preferences. Step two is choosing the right partner. RED Audio Solutions handles dubbing, localisation, and post-production for clients including Disney, Netflix, and Prime Video — with a network of over 500 voices and the ability to follow a project from pre-production through delivery. To talk through the localisation strategy for an upcoming project, let’s connect.
