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[Infographic] 2017 State of Captioning

  • 74% of respondents expect captioning needs to increase moderately of significantly within the next year

    Download our infographic: 2017 State of Captioning.

    We surveyed over 1,400 individuals from numerous industries to uncover how industries are approaching captioning.

    With the advent of online video infiltrating every screen, it’s no surprise that 74% of respondents expect captioning needs to increase moderately of significantly within the next year.

    People are hungry for entertainment, and with the steadfast growth of numerous video platforms, it’s no secret video is the way people wish to be entertained.


    By 2019, 80% of global internet consumption will be video. -Cisco

    Other than providing greater accessibility, captions help improve the overall user experience. Studies have found captions help increase view time, and help viewers focus and retain information.

    Captions also help improve SEO because they tell search engine bots what your video is about. Download the infographic, How Captions Improve SEO, to learn more.

    Why aren’t organizations captioning?

    Legal compliance is the #1 driver for captioning, 67% are at least pretty confident they understand legal requirements for captioning, 23% have a clear policy for captioning compliance

    While there are numerous benefits to captioning, the survey found legal compliance was the number one driver for captioning. Yet only 23% of organizations have a clear policy for captioning compliance.

    Quiz: What Captioning Laws Apply to You?

    Cost & budget is the #1 barrier to captioning, 79% have a budget allocated specifically for captioning

    Even though captioning is a legal requirement for most organizations, budget and cost are still the number one barrier to captioning.

    One way to mitigate this barrier? Create a budget. 79% of organizations surveyed already have a budget in place for captioning.

    There are numerous ways to manage your content and mitigate costs for captioning. For example, some organizations caption easier videos in-house and outsource longer, more difficult videos to vendors.

    If you need help convincing your administration to get funding for captioning, use these 5 stats to help get administrative buy-in for captioning.

    How Are Organizations Captioning?

    Even with the proliferation of video and stringent legal requirements, only 36% of organizations are captioning their video content.

    80% of organizations meet all or some of their captioning needs through a third-party vendor

    80% of organizations reported they meet all or some of their captioning needs through a third-party vendor. Using a third-party vendor is a great way to save time, ensure accuracy, and, in most cases, save money. The best vendors use US-based transcriptionist and offer fair pricing based on their process.

    Some organizations opt to use automatic speech recognition (ASR) technology. Platforms like YouTube and Facebook have their own versions for users to caption their videos for free.

    22% of organizations reported they use automatic captioning for some or all of their videos. While using ASR for captioning is an easy, fast, and a cheap solution, most ASR technology results in only 50-80% accuracy. At best, this means 1 in 3 words are incorrect.

    Ultimately, the survey revealed captions are becoming ever more important. Organizations are recognizing there are numerous benefits to captioning, not just for the user, but for the company as well.

    Download the full report to learn more about the 2017 State of Captioning.

    Download our infographic: 2017 State of Captioning.

    2017 STATE OF CAPTIONING. 1,419 respondents from numerous industries including higher education, corporate, media & entertainment, government, religious organizations, and nonprofit organizations. 74% of respondents expect captioning needs to increase moderately or significantly next year. By 2019, 80% of global internet consumption will be video according to a Cisco Survey. Legal compliance is the #1 driver for captioning. 67% are at least pretty confident they understand legal requirements for captioning. 23% have a clear policy for captioning compliance. Cost & budget is the #1 barrier to captioning. 79%  have a budget allocated specifically for captioning. Are organizations captioning? 36% of organizations caption all their video content. 61% of organizations have or are in the process of developing a centralized captioning process. Captions increase...view time, seo, focus, information retention. How are organizations captioning? 22% are using automatic captions for some or all videos. But automatic captions are made using automatic speech recognition (ASR) technology that usually results in 50-80% accuracy. 80% of organizations meet all or some of their captioning needs through a third-party vendor. YouTube? Vimeo? Wistia? Brightcove? 55% of organizations integrate captioning with a video platform

    Please contact us for an accessible version of this infographic.

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