ABSTRACT
This chapter examines how Netflix and Amazon Prime Video, the two largest transnational subscription video-on-demand services, have reshaped the dubbing and subtitling sector in Europe over the past decade. Through a document analysis of their localisation strategies and preferred vendor programmes for dubbing and subtitling, alongside interviews with representatives from seven small- and medium-sized dubbing companies, the chapter maps key industry players and explores shifting market dynamics within the European audiovisual landscape. Situating localisation within the history of transnational television, the chapter unpacks the strategic motivations behind the streamers’ language policies, revealing how these programmes have reshaped workflows, intensified competition, and driven industry consolidation. While expanding linguistic accessibility across European markets, these strategies have also concentrated market power among a small group of providers, challenging smaller firms to adapt. Finally, the chapter highlights localisation as both a business strategy and a site of industrial change, underscoring its critical role in the streamers’ global expansion.
