New Delhi, Feb. 18 -- Even as streaming platforms target wider audiences by offering dubbed and subtitled content in multiple languages, smaller providers such as Sun NXT prefer a niche approach by making most of their shows and movies available only in the original, regional language.

Experts said this strategy ensures audience loyalty and prevents platforms from spreading themselves thin by dubbing or subtitling shows in other languages that may not resonate as much with their users. This model is also cost-effective, helping them allocate more resources to producing and acquiring original language content, though sustained relevance in the market may require strategy tweaks.

"Some regional language OTT services might prioritise conte...