Captions paper rationale

 Useful for intro and rationale 

https://pmc.ncbi.nlm.nih.gov/articles/PMC11458047/

https://pmc.ncbi.nlm.nih.gov/articles/PMC11458047/

Subtitles offer benefits not only to individuals who are deaf or hard of hearing, by enabling them to access the audio content, but also to wider audiences, for example by helping them understand foreign content or unfamiliar accents [1, 2]. Recent research indicates that it is younger generations, particularly Generation Z and millennials, who increasingly choose to enable subtitles, even in countries like the USA or Poland, where subtitling has not been prevalent traditionally [3–7]. Reasons cited for watching content with subtitles include unclear audio, fast speech rates, background music, challenging accents, the desire to focus, language learning, and not wanting to disturb family members or roommates [8–10].

One notable trend is the practice of watching videos with muted sound on mobile devices, particularly short-form content on social media, in various settings like public places and during travel. A study conducted by Verizon Media and Publicis Media found that up to 69% of consumers prefer watching videos without sound in public spaces, with 25% choosing this approach in private settings [11]. In such cases, viewers largely depend on subtitles for content comprehension.

1.Díaz-Cintas J. and Remael A., Subtitling. Concepts and Practices. 2021, London and New York: Routledge. [Google Scholar]

2.Vega, E., Why we all need subtitles now. It’s not you—TV dialogue has gotten harder to hear. 2023, Vox.com.

3.Zajechowski, M. Why America is (still) obsessed with subtitles. Preply, 2023.

4.Flis G. and Szarkowska A., Voice-over country? Okay, Boomer. How young viewers are disrupting the AVT landscape in Poland. Journal of Specialised Translation, 2024. 42: p. 193–216. [Google Scholar]

5.Greenwood, G., Younger TV viewers prefer to watch with subtitles on, in The Times. 2023: London. p. 18.

6.Kanter, J., Young people use subtitles to get the plot, in The Times. 2021. p. 20.

7.YPulse The Majority of Young People Are Using Subtitles When They Watch TV. YPulse, 2022.

8.Zajechowski, M., Survey: Why America is obsessed with subtitles. 2022, Preply.

9.Forsberg, C. Subtitles become popular among general population due to changes in TV, film consumption. ABC News: Australian Broadcasting Corporation., 2023.

10.Cunningham, K., Mumbling actors, bad speakers or lazy listeners? Why everyone is watching TV with subtitles on, in The Guardian. 2023.

11.McCue, T., Verizon Media Says 69 Percent Of Consumers Watching Video With Sound Off, in Forbes. 2019. Online at: https://www.forbes.com/sites/tjmccue/2019/07/31/verizon-media-says-69-percent-of-consumers-watching-video-with-sound-off/ 

11:

The study polled 5,616 US consumers and found that:

  • 69% view video with sound off in public places and 25%  watch with sound off on private places
  • 80% of consumers are more likely to watch an entire video when captions are available
  • 50% of consumers say captions are important because they watch video with sound off  



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