OK, admit it: You’ve snuck onto Instagram or another social platform for a quick distraction at work and checked out a reel or short video. No one had a clue because the audio was muted and you read the captions instead. Turns out captions aren’t just for the hard of hearing anymore.
From clandestine viewing to multi-tasking, captions have become commonplace. Younger generations are not only used to captions, they expect them, as they often consume social media with the audio turned down or off in public.
The BBC reported that 80% of viewers between ages 18-35 used subtitles while watching TV, while less than 25% of viewers aged 56-75 used them. Why do younger viewers, with far fewer hearing issues, want subtitles? As reported by LEXIGO, Gen Zers (born between 1997-2012, according to the Pew Research Center) watch videos while they perform other tasks, including consuming other media. Captions “help them speed-track” media content.
This is not a brand-new phenomenon. Back in 2019, Netflix reported more than 80% of its subscribers “use subtitles or closed captions at least once a month.” In 2017, Forbes reported Millennials (born between 1981-1996) were using three screens at a time, while Gen Z were shifting their attention between five screens. No wonder younger viewers need help to follow the action!
Last year, GBH did a deeper dive into the captioning habit. Referencing a study from YPulse, 52% of Millennials and 59% of Gen Z use subtitles. Yes, improved focus is part of the reason, but captions are also helpful for understanding thick accents and muttered dialogue. In its own research, which was conducted in 2022, Preply found 70% of Gen Z used subtitles most of the time (53% for Millennials). The most common reasons were that the audio was muddled (72%) and accents were hard to understand (61%).
Preply also found 62% of Americans use subtitles more for streaming services than regular TV. Captions are also helpful for the 57% of Americans who watch content in public (74% for Gen Z). Public transit (43%) was where Americans most watch content on mobile devices, followed closely by work (42%) – so you’re probably not the only one checking out a video at the office.
Want them or need them, there’s no denying the appeal of captions for today’s online audiences. And captioning requirements are coming soon. The Department of Justice updated Title II of the Americans with Disabilities Act (ADA) in April, with the main focus on new requirements for accessibility for websites and mobile apps. Depending on the size of your market, you could be required to provide captions and audio descriptions as early as Spring 2026. You can get more details here about the technical standard, which is known as WCAG 2.1, Level AA.
And yes, Cablecast can help – our Multiple Audio Programs (MAP) feature for Cablecast VIO video servers provides Secondary Audio Program (SAP) support and allows for audio description for viewers with visual impairments. Plus, Cablecast Closed Captioning offers automated, cloud-based captioning for live events and VOD libraries with custom vocabularies, multiple languages, and flexible plans and pricing.
Make sure your PEG channels are ready to serve residents with disabilities as well as viewers who simply choose to consume your content with captions. Contact us today for more info.
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