I recently attended a thought-provoking chat with fellow subtitlers about working with direct clients. We were reminded that there's more than entertainment: corporate, educational, or marketing content that needs #subtitling.

I’ve always told my students the same: it’s not just about Hollywood.

But yesterday, I asked myself again: Why do I prioritize entertainment over other types of content? I guess it's because of the stakes.

I mean, all types of subtitling have their place. Translating a how-to video that accompanies a product manual still requires skill: subtitles need to be clear, well-timed, and easy to process. But the challenge is mostly functional, and with some basic training, more translators can do that kind of work. (Don't throw rocks at me, but yes, in many cases, AI too).

Entertainment is different. Making dialogue readable is one of the many goals, as well as preserving the rhythm, emotion, and artistic intent of a scene. A poorly written or poorly placed subtitle can distract from the performance, break immersion, or even clash with the director’s visual storytelling. You have to consider shot changes, pacing, and how much text a viewer can process without missing the actor’s expression at any given moment. All these factors, and many more, are not readily quantifiable. Guidelines only touch the surface, and if you try to blindly follow them, you get stuck when they contradict.

The value and impact of that content are higher. Audiences are large, and we contribute to shaping how they feel (one mistake and you become viral in the worst way).

That’s why experience matters. Subtitling for entertainment is understanding how storytelling works on screen. A good subtitle enhances, does not intrude, it carries emotion without burdening the eyes.

This is where my skills shine, where my years of experience, instincts, and ability to balance accuracy with artistry make the biggest impact.

That’s the kind of subtitling I want to keep doing - for as long as it is still needed.