If your organization doesn’t use traditional broadcast television, it is easy for subtitles or closed captions to become an afterthought in your production.
You might also be tempted to neglect closed captioning, thinking that the digital age is shrinking its need in the marketplace.
However, the world where your content is competing is a world where closed captions and subtitles are necessary, if not more necessary than ever—according to multiple digital media usage studies.
Growing use of mobile video and enduring subtitle use
Our world today is constantly shrinking. But digital video is expanding. Even small budget productions can find international reach.
Today, your media is more mobile than ever. Gone are the days when your audience could only see your show if they were in their living room with their television set.
According to a study by Promo, people watch roughly 38 hours of video content every week. Nearly 40% of this content is streamed, mainly on mobile devices.
People can (and do) use video content all day long. They may be at the office, in a plane, at the gym, or in a waiting room. We are people who love our video!
Closed captions or subtitles are not only for the hard of hearing community.
When in noisy or public environments, where today’s audience often finds itself, people turn to subtitles and captions.
Nearly 44% of people watch more than five videos per day. While watching those videos, 44% use subtitles and closed captions!
In a study by Deloitte, it’s reported that people under the age of 51 average 12% of all video viewing on their smartphones. This highlights the growing trend of mobile video consumption.
More than ever before, your video is accessible and on-the-go with the viewer.
No matter where they find themselves, added accessibility from closed captioning and subtitles ensures that your media is never out of reach.
If almost half of your digital audience uses subtitles and closed captions, you need to meet their needs. Providing quality captioning is essential for engaging this significant portion of your audience!
Accurate, professional subtitling ensures that your fans can enjoy your show without any interruptions. This holds true no matter where they are watching.
Don’t neglect your closed captions or subtitles. Also, don’t underestimate the value they bring to your audience or potential audience.
For more information on digital video viewing habits, look at these resources:
- A survey of digital media trends 2018 by Deloitte
- Social Media Today – Promo Online Video Watching Habits Survey (Infographic)
David Appelt
David is our special projects manager and part of the StationDrop team. He is a central Ohio native and Capital University grad with a media and communications background. David is here to make sure that they stay on track while providing as much value to you as he can. Over the years, David has picked up experience in many creative realms: writing, audio, video, and design. After work, David is probably writing, serving at his church, spending time with his family, or (trying) to play golf.
