The rapid rise in streaming over the last decade—from tens of millions of users to an estimated 4.9 billion globally by 2029—has placed new pressures on streaming platforms to reach global audiences with content that resonates across different demographics.

However, localization in streaming requires more than simply translating text or adding subtitles. A poorly done job can make content feel foreign or disconnected, diminishing its appeal. Conversely, excessive localization can inadvertently alter its original intent, alienating fans who value authenticity.

Striking the right balance between the two demands cultural expertise, skilled translators, and at times, even completely different versions of the same show or movie. To truly connect with international audiences, video platforms must consider important factors like technical infrastructure, cultural nuances, and associated costs.

Building a Strong Technical Foundation
Successful localization begins with a strong technical foundation that enables delivery of localized content at scale. At the baseline, this means flexible global infrastructure for multi-regional deployment. Scaling to international audiences requires a high-performance infrastructure that maintains acceptable latency in all territories and supports consistent playback quality regardless of a viewer’s location.

Content delivery networks (CDNs) must be strategically deployed across multiple regions, supported by efficient video acquisition routes and optimized APIs. This is especially crucial for delivering popular global live events prone to sudden influxes of high-volume concurrent viewership. A streaming platform's reputation for quality and reliability hinges on its ability to handle these demands seamlessly—yet many still struggle to get it right.

For long-term success, streaming services should seamlessly support multilingual audio and subtitle tracks, making it essential to choose the right set-up approach. For example, while side-loaded subtitles may initially seem like the simplest and most turnkey solution, they’re incompatible with functionality like AirPlay or advertising. Embedding additional subtitles directly into the manifest requires higher upfront investment but ensures a smoother user experience and ad integration.

Beyond the audio track, streaming services must ensure that every user touchpoint—from browsing to discovery—feels intuitive in their native culture. A thoughtfully built frontend experience can dynamically translate text, adjust layouts for varying text lengths, and adapt visual elements to accommodate regional nuances.

For example, commonly shown terms like “Settings” or “Play” are longer in German but significantly shorter in character-based languages like Korean—requiring font size and spacing adjustments for readability. Platforms serving right-to-left (RTL) languages like Arabic or Hebrew must also adjust text direction and iconography, such as play buttons, which point right in Western designs but left in Middle Eastern layouts to align with reading flows.

Tailoring Content and Interfaces to Cultural Preferences
Once the foundational tech requirements are met to support numerous languages and seamless global video delivery, streaming platforms should focus on tailoring their user interfaces (UI), content, and payment options to meet regional expectations and deliver richer, more relevant user experiences.

Beyond translations, deeper localization of UI elements to reflect cultural nuances is what elevates a streaming service from standard to truly premium.

For example, Netflix customizes interaction functionality like its "thumbs up" icon—which is universal except in Japan and Korea, where numerical ratings resonate more. Amazon Prime Video demonstrates this in their Bollywood section for the Indian market, moving away from its standard blue-and-white branding to incorporate more vibrant colours like gold and red to better reflect Bollywood aesthetic. These tailored experiences build trust and engagement by recognising cultural context and preference.

Localizing payment processes is another critical aspect of a global strategy—55% of consumers will abandon a purchase if they can’t pay how they want, demonstrating the importance of offering regionally popular payment options. For streaming platforms in India, for example, 93% of consumers prefer digital payment methods over credit cards, making mobile payment solutions a key driver of subscription growth. Partnering with local payment providers can reduce transaction costs as well, further benefiting both businesses and consumers alike.

Cultural considerations also extend to content delivery. Geo-restrictions or removing select content is often necessary to adhere to regional social or political norms.

For instance, an episode of the popular children’s show Peppa Pig, titled “Mister Skinnylegs” was removed from Australian streaming platforms because it encouraged children to not fear spiders, a lesson that doesn't quite fit in a country home to dangerous spider species. This highlights the delicate balance streaming platforms must strike between being mindful of regional factors while delivering global content.

Balancing Costs and Quality
For streaming businesses, the costs associated with adapting content to different languages and cultural contexts are often seen as barriers to achieving a strong ROI. However, with the right strategies and innovation, these costs can be reduced without sacrificing quality or viewer experience.

The first step to managing localization costs is understanding where your efforts will have the most impact, with data guiding your market entry strategy. Focus on regions or demographic segments that show early signs of growth, and tailor your budget accordingly so that resources are allocated efficiently across the languages, content formats, and distribution channels that’ll drive the most engagement.

Artificial intelligence (AI) in streaming can also automate traditionally time and cost-intensive processes. Tools like Amazon Translate and Transcribe leverage AI to improve the speed and accuracy of subtitle translations, offering scalable, cost-efficient solutions for streaming businesses who may not have the capability. Additionally, the emergence of advanced technologies and companies specializing in multi-language dubbing, such as AI-powered voice cloning, have opened new possibilities for global streaming services.

Effective Localization is the Key to Global Success
Achieving excellence in localization demands thoughtful investment and expertise. Start by establishing the right technical infrastructure to connect with global audiences and integrate tailored experiences throughout the entire consumer journey. Leverage technology to streamline workflows and reduce costs, such as utilizing AI for efficiency.

However, relying solely on technology will ultimately fail to capture the intricate nuances needed to resonate with viewers. The true cornerstone of an effective strategy involves subject matter experts that can advise and refine the experience for your target markets and audiences.

Localization should no longer be viewed as a hurdle in your expansion strategy—it’s an investment in audience engagement and global growth. Streaming platforms who invest in the right mix of tools and expertise will not only expand their viewership but build deeper connections with diverse audiences worldwide.

DALLAS and NEW YORK—The NBA’s Dallas Mavericks, working with Endeavor Streaming, Softtek and the NBA, have launched an official streaming platform for MavsTV, offering fans a new level of access via a central content destination.

The platform enables local fans to watch all games not exclusively televised nationally as well as exclusive footage, original on-demand content and highlights on more devices than previously supported.

Fans can stream MavsTV to their connected devices, including those powered by tvOS, Android TV and Fire TV. The streaming service anticipates releasing support for Roku, Samsung and LG TVs in the near future.

"We are thrilled to work with Endeavor Streaming and Softtek to deliver a streaming experience of MavsTV for all of our fans,” Dallas Mavericks CEO Cynt Marshall said. “Our comprehensive content platform provides a one-stop shop for all things Mavs, allowing fans to connect with our team both on and off the court.”

Presented by software engineering company Softtek, the new streaming platform is powered by the NBA’s Next Gen integrated digital platform and Endeavor Streaming’s Vesper platform. Endeavor Streaming is also providing business growth and advisory services.

“At Endeavor Streaming, we’re honored to work with the Dallas Mavericks across their streaming technology and direct-to-consumer operations,” Endeavor Streaming chief business officer Matt Starker said. “As experts in helping properties and direct-to-consumer services acquire, engage and grow their audiences, we see huge potential for the Mavericks and can’t wait to help them realize it.”

The new streaming service is currently available for fans via a monthly pass for $14.99 or a season-long pass for $99.99.

More information is available online.

NEW YORK—TNA Wrestling has tapped Endeavor Streaming to deliver its global, on-demand streaming service, TNA+, to its fans with a launch date set for Friday, January 5 2024. 

As part of a multi-year deal, Endeavor Streaming will power the new TNA+ app to deliver an enhanced user experience to all fans across the top streaming platforms, as well as mobile and connected devices, the companies said. 

TNA Wrestling, formerly known as IMPACT Wrestling, is a subsidiary of Anthem Sports & Entertainment and a division of Anthem Sports Group. 

The partnership combines TNA’s expertise as a top professional wrestling promoter with Endeavor Streaming’s skills in delivering innovative direct-to-consumer offerings, marketing tools, analytics, and predictive modeling. TNA+ will also use Endeavor’s experience working with the world’s biggest sports organizations to scale TNA+’s business operations and further grow its fan base and digital revenues.

“This is truly an incredible opportunity for us as we forge into an exciting new chapter of the TNA legacy,” said TNA Wrestling president Scott D’Amore. “We are proud to partner with Endeavor Streaming on this initiative, and we look forward to continuing to provide our fans with the absolute best in new, classic and exclusive professional wrestling content, available to them anywhere, anytime, on their favorite devices, when TNA+ launches on January 5.”

“Wrestling fans are some of the most passionate in the world of sports and entertainment and TNA+ is the perfect 'always-on' personalized OTT service to help TNA build a deeper relationship with its global audience,” added Pete Bellamy, chief commercial officer at Endeavor Streaming. “We’re looking forward to working with TNA to deliver the best streaming experience for wrestling fans.”

TNA+ will be available at TNAWrestling.com, via iOS, tvOS and Android mobile apps, as well as big screen devices such as Android TV, Fire TV and Roku, with more platforms to follow. Subscribers will have the choice of a “Special Attraction” membership tier that features access to the full TNA/IMPACT Wrestling library and all TNA+ special PPV programming other than the 4-tent pole annual events offered at a price of $9.99 monthly or $95.99 per year, and a “World Championship” membership tier that includes all the perks of the Special Attraction tier, plus the 4-tent pole PPV events, offered at a price of $219.99 per year.

Streaming video platforms have a serious, and growing, problem with subscriber retention—and it’s largely the result of the long-standing monthly subscription model. 

According to research from Antenna, while there were 68.7 million new subscriber additions across subscription video on demand (SVOD) services in the first half of 2022, there were also 57 million cancellations, resulting in only 11.7 million net new subscriptions. In both April and June of that year, streaming pioneer Netflix saw its churn rate within the first monthly billing period skyrocket to a whopping 23%. 

The streaming industry is undergoing its second fundamental shift since launching as a new, innovative distribution medium: the shift from growth at all costs to profitability. Instead of focusing solely on subscriber counts, platforms are emphasizing overall profitability to prove the sustainability of the medium. 

These efforts are led by price increases, sophisticated retention and churn marketing tactics, and overall financial belt tightening across content and technology spending. All of these are important tactics, but to get to the root cause and accelerate free cash flow generation, streaming platforms must first fix a subscription mechanism they borrowed from the music industry: the monthly SKU. 

The Problem with the Monthly SKU
Canceling a cable subscription is a frustrating process made nearly impossible by cable companies—and that’s partly by design. Monthly streaming subscriptions, on the other hand, offer consumers a refreshing level of user friendliness. Because signing up and canceling is so easy, consumers can come in and out at any moment, oftentimes paying for one month, binge-watching a highly anticipated and Zoom meeting relevant show, and then cancelling before their subscription renews for month two. 

However, in this case, what’s a dream for consumers is a nightmare for video streaming media companies. Monthly SKUs simply do not provide enough revenue per user to make video streaming profitable at the levels that executive suites and Wall Street are demanding. When a user walks away with no strings attached, media platforms are forced to dole out a lot of money—either through marketing channels or on new content—to reacquire that user. 

Deloitte estimates that it costs roughly $200 to acquire a user in the streaming video space. That means, depending on the cost of the subscription, it can take 12-24 months or more to recoup user acquisition marketing expenses alone on a monthly SKU. 

During the first two phases of streaming—innovation and subscriber growth—monthly subscriptions provided a level of convenience that facilitated a low bar for trial and served as a key competitive edge over cable, but now that streaming has solidified its place in the market, it’s time to kill the monthly SKU. 

Streamers are Switching Up Strategies for Value Extraction
Across the streaming world, platforms are taking steps to keep users in their service for longer and drive up revenue per user. There are examples everywhere we look: Hulu, Netflix, Disney+, ESPN+, and Apple TV+ all announced price hikes in in the last year. Netflix is cracking down on password sharing. 

Several SVOD services have launched cheaper ad-supported tiers in the last 18 months. And some one-time transaction-based platforms are reimagining their monetization approach in favor of subscription models that cultivate more consistent and long-term user revenue. 

Many platforms are also backpedaling on their original binge-watching models by spacing out their content drops. HBO Max’s “White Lotus,” for example, dropped on a weekly cadence between Oct. 30 and Dec. 11, spanning seven weeks and three billing cycles. Season 4 of Netflix’s breakout hit “Stranger Things” was released in two parts in 2022—the first on May 27 and the second on July 1. This tactic of dicing up hits helped Netflix turn its fortunes around after two consecutive quarters of losses in 2022. 

Curbing binge-watching is one way to extract more value from monthly subscribers, but subscribers like binge watching. We’re now in trade-off mode; to retain the convenience of a monthly subscription, platforms are beginning to dial back other consumer benefits. The alternative is to keep the binge-watching but nix the monthly SKU. Platforms could opt for an annual SKU, or even 3- or 6-month options to keep users in for longer. Major monthly SKU price increases are another lever, but are unlikely to be the best path for the industry. 

In practice, the optimal consumer growth and retention strategy will come at it from many angles, incorporating several of the tactics mentioned above. And when media companies spend less money acquiring customers, they can allocate more budget towards enhancing platform features, crafting engaging content, and continuing to truly improve the viewing experience. 

A Tough Needle to Thread
The pendulum has swung from the headache of the cable era to the ultra-convenience of the streaming era. Now it’s on its way back toward the center, and SVOD services are tasked with balancing user experience and revenue amid the churn chaos. They need to figure out a model that doesn’t bring users back to the frustration of the cable days, but also doesn’t allow them to jump from service to service too easily. 

Not every platform will be able to get away with killing the monthly SKU. The video platforms that function the most like music streamers may be able to survive and thrive with a monthly SKU. These will be the platforms with incredible brand value and massive evergreen content catalogues—think Disney+, not ESPN+. For some utility industries, like fitness, annual subscriptions alone might not be as compatible for their business model, but there will be better options than simply monthly or annual. 

The consumer’s wallet is finite, after all, and as platforms adopt longer subscription periods, consumers will eventually have to choose which platforms really matter to them. Content, not convenience, will be alone on the throne again. 

The monthly SKU was a hallmark of phases one and two of the streaming industry, in which facilitating trial, letting consumers understand a streamer’s content breadth, and lowering the regret decision barrier were paramount as streaming was still trying to prove itself. But as the space continually evolves and is met with new challenges, it’s time to shed this vestige of the old world.  

You can’t be everything to everyone. This is perhaps best understood by the video streaming behemoths that strive to curate content across massive audiences in a way that feels personalized. For the big streaming players, creating tailored, engaging experiences continues to be an uphill battle given the vast number of programming options and personal preferences. As audiences inevitably go on the hunt to satiate their specific content needs, an increasing number of smaller niche platforms are entering the market to fill in the gaps.  

On average, U.S. households subscribe to four streaming services, signifying consumer willingness to seek out and pay for the content that matters to them in an increasingly fragmented market. That’s not to say there isn’t a level of fatigue associated with essentially assembling an a la carte cable bundle—it just means that platforms need to produce content that is engaging, differentiated, and worthwhile to viewers. Enter the niches. 

In many ways, the OTT space is following in the footprints of its predecessor: cable. In cable’s embryonic stages, we saw major broadcast networks and large national channels monopolize the market. But as the cable bundle evolved and saw more widespread household penetration, more niche channels (e.g. sports, kids, foreign language, lifestyle) proliferated, economically justified by the volume of viewers interested in those niches.  

Fast forward to 2022, and as the likes of Netflix, Disney+, and Amazon Prime continue to jostle for a spot at the top, we’re seeing the flourishing of smaller SVOD platforms. In fact, recent growth data found that niche platforms are, in some cases, growing nearly twice as fast as their larger counterparts. 

People want access to both broad-based content and their more specific personal interests, and niche platforms are finding success in a saturated market with resourcefulness and innovation. By providing targeted content and doing more with less, they will continue to disrupt the streaming space. 

Leveraging FAST and Universal Search for Discoverability
Discoverability remains a key challenge for smaller streaming platforms. In the days of cable, niche content offerings were discoverable by their inclusion in the cable bundle, enabling users to stumble upon them while mindlessly scrolling through their TV channels. Today, however, it can be harder to build brand recognition and target audiences at scale. Luckily, there are a spectrum of innovations that niche SVOD platforms can leverage to strengthen discoverability. 

The first is free ad-supported television (FAST). For niche platforms, FAST serves as a complementary strategy to what they’re already doing in the SVOD space. It provides brands with not only an additional avenue to monetize content via advertising revenue, but also a means to reach much larger audiences at scale, give them a taste of their offerings, and create brand awareness. With increased distribution, high-quality content, and strategic channel placement, brands can use FAST as a way to gain exposure and ultimately drive users back to their owned and operated subscription products at a premium price point. 

Second, universal search features at the streaming stick or smart TV level have been monumental in accelerating the discoverability of niche platforms. Now, users can search by specific show, movie, or keyword and be directed to the application that houses it. 

FAST and universal searchability help enable niche platforms to tap into organic discovery experiences and lessen their reliance on paid marketing. 

Monetizing Library Content to Super Serve Users
The interesting thing about the streaming world is that a platform’s ability to invest in content is almost wholly dependent on its number of subscribers, and its ability to attract and retain those subscribers is dependent on engaging content. Resourceful niche streaming players are finding ways to optimize this cycle and prioritize growth while holding their content costs in check.

The big streaming players invest eye-popping budgets into producing content they believe will draw in an engaged audience (Amazon Prime’s upcoming eight-episode Lord of The Rings season is costing it a whopping $465 million, for example). But smaller platforms are uniquely positioned to drive engagement with niche content—and at a fraction of the cost. 

In addition to producing original content, smaller platforms often scoop up licensing rights to library content that has already been created. They’re then able to take that existing content, find the natural market for it, aggregate its users, and generate new subscriptions and revenue streams. This way, they can monetize deep library content while still super serving their audiences in a way that doesn’t require major budgets.

Driving Personal Experiences with Data Science
Users expect the same level of polish from niche platforms as they do from the giants. That means not just an intuitive and frictionless UI, but a personalized experience with tailored content recommendations. With a 37% churn rate among paid SVOD services, the stakes are high. 

The streaming behemoths run a data operation—they often have more data scientists than smaller platforms have people in total. This operation is constantly working to provide customized recommendation algorithms, identify strategic content investments, optimize costs and viewing time, and more. 

The democratization of streaming technology—which makes it possible for smaller brands and influencers to launch OTT platforms in the first place—is enabling them to compete with data giants. By teaming up with strategic technology partners, brands can gain access to new troves of data expertise to optimize and personalize their OTT experiences, thus augmenting their lack of headcount. This allows them to keep up with some of the machine learning capabilities that are merely table stakes but highly costly to maintain in-house. 

The Bottom Line
In a crowded streaming market, hyper-focused platforms are seeing sustained success by providing users with the personalized experiences and targeted content they care about. By capitalizing on opportunities in the FAST space, monetizing library content, and leveraging user data, niche platforms are reaching larger audiences, unlocking new revenue streams, and driving engagement within their OTT experiences. 

Sports branding company Endeavor, which acquired streaming technology provider Neulion last year for $250 million, has announced the launch of “Endeavor Streaming” which will encompass the company's video streaming products and services.

Endeavor currently offers streaming for the NFL, NBA, UFC, and Euroleague. In announcing the launch, the newly formed division has added new clients WWE and their WWE Network, one of the largest sports-entertainment OTT platforms in the world; UK-based BT and their new service, BT Sport Box Office; and OSN, the Middle East and North Africa's leading entertainment network.

The division will be co-led by Endeavor Chief Technology Officer Nick Wilson and Endeavor Streaming President of Business Operations Will Staeger. Staeger previously served as Senior Vice President within IMG's original content division following time at ESPN, WWE, and Dick Clark Productions.

“There is no better home for content owners – whether an established sports league or a rising new content creator—than Endeavor Streaming,” remarked Wilson and Staeger. “We've integrated Endeavor's scalable platform with NeuLion's industry leading technology and feature set to provide clients with the best tools and services in video streaming, removing technology as a barrier in reaching their consumers.”

Other major Endeavor Streaming clients include Univision, Sportsnet, Sky Sports, MSG, National Geographic, and Big Ten Network. The group will also continue supporting Endeavor properties like PBR (Ride Pass) and UFC (UFC.TV and FIGHT PASS) It has also launched several new consumer products, including Serie A Pass and Strive, the latter of which features action from both Serie A and La Liga, Italy and Spain's top professional soccer leagues, respectively.