[Infographic] 2017 State of Captioning
Updated: June 3, 2019
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.
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?
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.
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 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 certified transcriptionists 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.
Please contact us for an accessible version of this infographic.
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