How Many People Use Subtitles? Not Just the Deaf or Hard of Hearing
Updated: August 31, 2020
The Office of Communications (Ofcom), the regulatory body for UK television broadcasting, conducted a study how many people use subtitles and subtitle usage by people who are deaf or hard of hearing.
In the UK, “subtitles” are equivalent to what we would refer to in the United States as “closed captions” or “subtitles for the deaf and hard of hearing (SDH).” That is, the timed-text displayed on video that includes both speech and essential non-speech sounds. In this post, we will use the terms “closed captions” and “subtitles” interchangeably.
The 2006 research study was prompted by the passage of the Communications Act of 2003, which set forth subtitling quotas for UK broadcast television and required data to prove how such accommodations are helpful to viewers with disabilities.
The pleasant surprise?
Many television viewers benefit from subtitles even if they are not hard of hearing.
How Many People Use Subtitles According to the OfCom Study Results
The Ofcom study aimed to model user benefits, usage, and preferences for access services, collecting stats about user awareness of closed captioning and the number of people in the UK who are deaf or hard of hearing.
Ofcom found that 7.5 million people in the UK (18% of the population) used closed captions. Of that 7.5 million, only 1.5 million were deaf or hard of hearing.
This suggests that 80% of television viewers used closed captions for reasons other than hearing loss, and that closed captions benefit many more than just those who require them for accessibility.
In an effort to determine how many people use subtitles and why, Ofcom asked participants what motivates them to use subtitles. Ofcom found that “subtitles were regarded as generally very effective in making programmes understood.”
In 2006, the BBC referenced the Ofcom study and suggested that the average TV viewer could benefit from closed captions, particularly as the nature of video changes.
With the dominance of reality TV, the dialogue is becoming less articulate and more unscripted. Because of that, closed captions could improve comprehension for all viewers.
Why Viewers Who Are Not Hard of Hearing Use Closed Captions
The Ofcom study clearly indicates that once a user is aware of closed captions, their usefulness is universal. Here are just a few examples of the benefits of subtitles:
- Viewers who know English as a second language benefit from closed captions, because they make it easier to follow along with the speech.
- Closed captions help with comprehension of dialogue that is spoken very quickly, with accents, mumbling, or background noise.
- Video that mentions full names, brand names, or technical terminology provides clarity for the viewer.
- Closed captions help maintain concentration, which can provide a better experience for viewers with learning disabilities, attention deficits, or autism.
- Online videos with subtitles enjoy higher user engagement and better user experience
- Captions allow viewers to watch videos in sound-sensitive environments, like offices and libraries.
Not convinced that your videos need closed captions? Check out this free guide 👇
This post was originally published on May 27, 2014, by Lily Bond, as “Ofcom Study: 80% of People Who Use Closed Captions Are Not Hard of Hearing” and has been updated.
Accessible Training Videos Improve Employee Learning & Engagement
Accessible training videos are beneficial to everyone. For individuals with disabilities, being able to access and learn from training videos is necessary for their job success. For those without disabilities, accessible video can increase comprehension, improve focus, and create better learning outcomes.…
How to Increase Conversion Rates with Video
It might be hard to believe that something as simple as adding video to your landing pages can increase conversions by 80% or more – but it really shouldn’t come as a shock. Consumers and website visitors love video. They click on…
4 Important Reasons to Practice Inclusive Design
Inclusive design is the key to ensuring no one gets left behind in our increasingly digital society, and it’s more pertinent now than ever before. While presenting for Fall 2020 ACCESS at Home, Krissie Barrick, Head of Digital Influencing at Scope, put…