How Much Does Captioning Cost?
Video is a valuable means of communication for organizations across industries.
But without captioning, video is inaccessible.
As the rate of video production continues to increase at exponential rates, it’s important for organizations to factor in the cost of captioning.
Is the cost of closed captioning a barrier to accessibility?
It’s understandable that organizations are hesitant to caption. Depending on the scale of the project, closed captioning costs can add up quickly.
In a multi-industry report, respondents noted that the #1 barrier to captioning was cost and budget.
Often, content isn’t made accessible until a request for an accommodation is placed or someone files a lawsuit.
But taking a reactive approach to captioning can have costly consequences. Organizations across industries have gotten sued for failing to provide captions.
Being proactive about captioning helps you save money in the long run. For example, if you have a captioning plan in place, you’ll be able to schedule captioning into production – avoiding rushed orders. You’ll also be able to keep track of the amount of content that needs captioning, which can then help you build captioning costs into future budgets.
The Benefits of Captioning
Closed captions were created to make video accessible.
Over 5% of the world’s population has disabling hearing loss. In America alone, 20% of the population is deaf or hard of hearing.
Without captions, your videos aren’t accessible to a large part of the population.
In today’s world, people have constant access to video at their fingertips. People are consuming video content on the train, at the gym, at work, and even while at a bar.
Whether it’s a noisy environment or so quiet you can hear a pin drop, captions let people hear your message without the need for audio.
Captions also help improve SEO. Since bots can’t read the content of your video, captions provide the bots with a text version of your video so they can index it better.
Captions also help with focus and engagement. A study by the Journal of the Academy of Marketing Science found that captions improve brand recall, verbal memory, and behavioral intent.
There are more reasons to caption your content, but simply put: captions offer a better user experience.
Cost of Captioning
The cost of captions can differ from vendor to vendor. Ultimately, it comes down to video duration, service, features, and quality.
Most vendors charge per minute. Prices can range from $1 per minute to $15 per minute. Some vendors round up per minute, which can add up quickly – especially if you have a lot of short files.
Then there are some vendors who charge fees. They’ll charge a fee for multiple speakers, caption formats, resubmissions, and even video platform integrations.
Fees can also be charged based on the turnaround you select; faster turnarounds tend to cost a bit more.
Translations and caption placement are also additional costs and should be considered in your overall captioning budget.
Furthermore, you should always take quality into consideration. Some vendors promise a 99% accuracy rate but actually fall drastically short of this standard. If a vendor splits your files into segments, then divides these segments across multiple transcribers, more often than not there will be many inconsistencies and accuracy issues.
Some vendors don’t even offer a quality assurance process, and you are left to edit the captions yourself. Ultimately, this defeats the purpose of paying for captioning in the first place.
When budgeting for captions, it’s important to consider all your needs and plan accordingly.
How Process Dictates Cost of Captions
There are several ways you can create captions. You can use technology, create them yourself, or hire a professional captioning vendor.
Using automatic speech recognition (ASR) is cheap and fast, but often painfully inaccurate. YouTube, for example, offers free automatic captioning, but accuracy rates can range from 60% to 70%. Thus, you end up spending more time fixing your ASR captions.
Now, even when you caption in-house costs can add up.
For one thing, you have to consider the time it takes to create captions.
When captioning in-house, you have to calculate the time and costs for every step of the captioning process – video transcription, synchronization, and quality assurance.
- Transcription: A trained transcriptionist takes four to five hours transcribing one hour of audio or video content from scratch. In contrast, an untrained transcriptionist – like a student or employee – will take much longer to transcribe a video from scratch and will also require training and oversight.
- Synchronization: Next, your captions have to be broken up into timed caption frames and synchronized with your video. This can add another hour or two to the in-house captioning process.
- Quality assurance (QA): In order for captions to meet the quality requirements set by the FCC, DCMP, and WCAG, they need to be accurate. The industry standard for caption quality is a 99% accuracy rate. In-house QA will take additional time and resources.
Another key consideration is the amount of content you need captioned. More content requires more staff members to help – hence more money.
The benefit of using a vendor is that they have professional transcriptionist who work more efficiently. Furthermore, if you require quick turnaround times, there are vendors who can offer this.
Depending on the vendor, captions can be created with either technology, humans, or a mix of both.
Keep in mind that not all vendors are created equal. Some vendors offer a 99% accuracy rate but don’t actually measure it.
To help alleviate accuracy concerns, look for vendors who:
- Measure their accuracy rate – and can tell you how.
- Don’t crowdsource or use offshore transcriptionists.
- Train transcriptionists on the standards.
- Have a method for handling difficult content.
- Have an easy way to edit captions without having to reprocess.
Always ask vendors about their captioning process.
Utilizing Technology to Bring Costs Down
At 3Play Media, we use a mix of technology and human editors to bring costs down. All our transcriptionists are US based, and only one transcriptionist is assigned per file.
We guarantee a 99% accuracy rate – in fact, we have a measured accuracy rate of 99.6%. We also offer integrations with video platforms, tools like caption encoding, and plugins like the interactive transcript, all designed to creatively elevate your videos with captions.
Because of our process, we are able to offer you greater quality, faster turnaround times, and more services.
How to Centralize Video Accessibility Efforts at Your Organization
Unfortunately, not all the video being produced today is accessible to everyone. Lack of captions, transcripts, and audio description inhibit a large portion of the population from enjoying and interacting with your video content. Often, accessible content is put on the back…
How to Produce WCAG-Compliant Video Captions and Audio Descriptions
If you want your video content to comply with the Web Content Accessibility Guidelines (WCAG) 2.0 Level AA then you need captions and audio description. But how do you determine what constitutes “WCAG compliant” captions or descriptions? What standards are your captions…
3 Essential Steps for Building Accessibility into the Procurement Process
Accessibility should be included from the start. The best way to achieve this is by having clear guidelines and processes in place that all members of an organization can refer to. Kara Zirkle is an accessibility specialist who has helped establish comprehensive…