The role of subtitling on Netflix: an audience study

Abstract

ABSTRACT This study investigates the opinions of Turkish millennials about Netflix with a special focus on the potential effect of subtitling on Netflix. To that end, a focus group interview was conducted to gain an in-depth understanding of the personal opinions of the participants about their reasons for subscription, preferences about translation, and the effect of subtitling on Netflix. Participants stated that content is the primary reason for subscribing to Netflix and is a driving factor in its global reach. Subtitling is not among the reasons for subscription, but participants simply assume that quality content ensures quality subtitling. Participants are satisfied with the Turkish subtitling offered; however, a decrease in subtitling quality may lead to cancellation of the subscription. In addition, their expectations about translation indicate their awareness of the approaches to be employed according to the genre. Future research conducted with diverse groups of subscribers and research tools would broaden our understanding of the issues addressed in this paper.