diff --git a/dom/locales/en-US/dom/media.ftl b/dom/locales/en-US/dom/media.ftl
deleted file mode 100644
index 8e2d4bf97a6f..000000000000
--- a/dom/locales/en-US/dom/media.ftl
+++ /dev/null
@@ -1,5 +0,0 @@
-# This Source Code Form is subject to the terms of the Mozilla Public
-# License, v. 2.0. If a copy of the MPL was not distributed with this
-# file, You can obtain one at http://mozilla.org/MPL/2.0/.
-
-mediastatus-fallback-title = { -brand-short-name } is playing media
diff --git a/dom/locales/jar.mn b/dom/locales/jar.mn
index 84cb933a4cab..9cc596cb28d9 100644
--- a/dom/locales/jar.mn
+++ b/dom/locales/jar.mn
@@ -3,8 +3,6 @@
 # License, v. 2.0. If a copy of the MPL was not distributed with this
 # file, You can obtain one at http://mozilla.org/MPL/2.0/.
 
-[localization] @AB_CD@.jar:
-  dom                                                          (%dom/**/*.ftl)
 
 @AB_CD@.jar:
   locale/@AB_CD@/global/css.properties                         (%chrome/layout/css.properties)
diff --git a/dom/media/mediacontrol/MediaControlService.cpp b/dom/media/mediacontrol/MediaControlService.cpp
index 8d10fb8ff0d9..f37354f6de5e 100644
--- a/dom/media/mediacontrol/MediaControlService.cpp
+++ b/dom/media/mediacontrol/MediaControlService.cpp
@@ -6,16 +6,14 @@
 
 #include "MediaController.h"
 #include "MediaControlUtils.h"
+
 #include "mozilla/Assertions.h"
-#include "mozilla/intl/Localization.h"
 #include "mozilla/Logging.h"
 #include "mozilla/Services.h"
 #include "mozilla/StaticPtr.h"
 #include "nsIObserverService.h"
 #include "nsXULAppAPI.h"
 
-using mozilla::intl::Localization;
-
 #undef LOG
 #define LOG(msg, ...)                        \
   MOZ_LOG(gMediaControlLog, LogLevel::Debug, \
@@ -113,24 +111,6 @@ void MediaControlService::Init() {
   MOZ_ASSERT(mMediaControlKeyManager->IsOpened());
   mMediaControlKeyManager->AddListener(mMediaKeysHandler.get());
   mControllerManager = MakeUnique<ControllerManager>(this);
-
-  // Initialize the fallback title
-  nsCOMPtr<nsIGlobalObject> global =
-      xpc::NativeGlobal(xpc::PrivilegedJunkScope());
-  RefPtr<Localization> l10n = Localization::Create(global, true, {});
-  l10n->AddResourceId(u"branding/brand.ftl"_ns);
-  l10n->AddResourceId(u"dom/media.ftl"_ns);
-  {
-    AutoSafeJSContext cx;
-
-    nsAutoCString translation;
-    ErrorResult rv;
-    l10n->FormatValueSync(cx, "mediastatus-fallback-title"_ns, {}, translation,
-                          rv);
-    if (!rv.Failed()) {
-      mFallbackTitle = NS_ConvertUTF8toUTF16(translation);
-    }
-  }
 }
 
 MediaControlService::~MediaControlService() {
@@ -282,10 +262,6 @@ MediaSessionPlaybackState MediaControlService::GetMainControllerPlaybackState()
                              : MediaSessionPlaybackState::None;
 }
 
-nsString MediaControlService::GetFallbackTitle() const {
-  return mFallbackTitle;
-}
-
 // Following functions belong to ControllerManager
 MediaControlService::ControllerManager::ControllerManager(
     MediaControlService* aService)
diff --git a/dom/media/mediacontrol/MediaControlService.h b/dom/media/mediacontrol/MediaControlService.h
index 4aa9af4421ca..7e1606794b64 100644
--- a/dom/media/mediacontrol/MediaControlService.h
+++ b/dom/media/mediacontrol/MediaControlService.h
@@ -82,11 +82,6 @@ class MediaControlService final : public nsIObserver {
   MediaMetadataBase GetMainControllerMediaMetadata() const;
   MediaSessionPlaybackState GetMainControllerPlaybackState() const;
 
-  // Media title that should be used as a fallback. This commonly used
-  // when playing media in private browsing mode and we are trying to avoid
-  // exposing potentially sensitive titles.
-  nsString GetFallbackTitle() const;
-
  private:
   MediaControlService();
   ~MediaControlService();
@@ -171,7 +166,6 @@ class MediaControlService final : public nsIObserver {
   RefPtr<MediaControlKeyListener> mMediaKeysHandler;
   MediaEventProducer<uint64_t> mMediaControllerAmountChangedEvent;
   UniquePtr<ControllerManager> mControllerManager;
-  nsString mFallbackTitle;
 };
 
 }  // namespace dom
diff --git a/dom/media/mediacontrol/MediaStatusManager.cpp b/dom/media/mediacontrol/MediaStatusManager.cpp
index 8173df75dc9d..d190b28ab2f6 100644
--- a/dom/media/mediacontrol/MediaStatusManager.cpp
+++ b/dom/media/mediacontrol/MediaStatusManager.cpp
@@ -198,8 +198,9 @@ MediaMetadataBase MediaStatusManager::CreateDefaultMetadata() const {
 }
 
 nsString MediaStatusManager::GetDefaultTitle() const {
-  RefPtr<MediaControlService> service = MediaControlService::GetService();
-  nsString defaultTitle = service->GetFallbackTitle();
+  // TODO : maybe need l10n? (bug1657701)
+  nsString defaultTitle;
+  defaultTitle.AssignLiteral("Firefox is playing media");
 
   RefPtr<CanonicalBrowsingContext> bc =
       CanonicalBrowsingContext::Get(mTopLevelBrowsingContextId);
diff --git a/dom/media/mediacontrol/tests/head.js b/dom/media/mediacontrol/tests/head.js
index 04e20053dd9b..632bb36630c2 100644
--- a/dom/media/mediacontrol/tests/head.js
+++ b/dom/media/mediacontrol/tests/head.js
@@ -220,23 +220,13 @@ function isCurrentMetadataEqualTo(metadata) {
  * the `options`.
  */
 async function isGivenTabUsingDefaultMetadata(tab, options = {}) {
-  const localization = new Localization([
-    "branding/brand.ftl",
-    "dom/media.ftl",
-  ]);
-  const fallbackTitle = await localization.formatValue(
-    "mediastatus-fallback-title"
-  );
-  ok(fallbackTitle.length > 0, "l10n fallback title is not empty");
-
   const metadata = tab.linkedBrowser.browsingContext.mediaController.getMetadata();
-
   await SpecialPowers.spawn(
     tab.linkedBrowser,
-    [metadata.title, fallbackTitle, options.isPrivateBrowsing],
-    (title, fallbackTitle, isPrivateBrowsing) => {
+    [metadata.title, options.isPrivateBrowsing],
+    (title, isPrivateBrowsing) => {
       if (isPrivateBrowsing || !content.document.title.length) {
-        is(title, fallbackTitle, "Using a generic default fallback title");
+        is(title, "Firefox is playing media", "Using a generic default title");
       } else {
         is(
           title,