The Current State of Captioning: A Report by 3Play Media
Updated: June 1, 2022
Every year, 3Play Media conducts research on the current State of Captioning to better understand the industry landscape and future trends. The information gathered in this report is valuable because it offers a better understanding of how organizations and businesses are using closed captions for video content, and this data lends itself to key insights on captioning behaviors and predictions for the future. This year, our research found that video accessibility strategies are more well-established as the impact of of COVID-19 necessitated more accessible hybrid environments.
88% of respondents agree that virtual and hybrid environments are here to stay.
We surveyed 405 respondents from multiple industries, namely including education, corporate, media & entertainment, and government. The insights from this survey help us paint a picture of how organizations implement and perceive captioning, as well as narrow down report findings that are beneficial to content marketers, web accessibility advocates, and anyone else interested in video accessibility trends.
Keep scrolling for some of our most noteworthy report findings from 2022.
Top Captioning Trends from the 2022 Report
In the 2022 State of Captioning report, we captured data on video production and captioning behaviors, social media captioning, live and automatic video captioning, and captioning barriers and drivers.
Video production isn’t going anywhere.
In 2022, 23% of the SOC survey respondents said they produce over 500 hours of video content annually. Compared to 24% in 2021, video content production has maintained its significance. In 2020, we saw 71% year-over-year growth in hours produced – indicating video is vital, and it’s not going anywhere.
88% of respondents are captioning video.
Up incrementally from 87% in 2021, captioning priorities continue to strengthen slowly and steadily as 88% of respondents report captioning all, most, or some of their video content. When asked how they prioritize content for captions, 42% of respondents simply caption everything.
Most people are captioning to provide access.
When asked what drove them to caption, 72% of respondents in 2022 said equal access and accessibility. Other key drivers include legal compliance (12%), better learning outcomes and boosted engagement (11%), and audience requests (5%).
In regards to social media video specifically, 79% of respondents said they caption their videos for the purpose of accessibility. This was followed by captions’ ability to boost engagement (9%) and to combat silent autoplay (4%).
64% of respondents are using live captions.
Almost half of people said they are producing up to 1,000 hours of live streaming video annually, with Zoom being the most popularly used live video platform.
64% of respondents said they do provide live captions, which are important to ensure more folks have access to live video content, like webinars, live streams on social media, and virtual conferences.
Most expect to maintain or increase captioning needs in 2022.
In 2022, 53% of respondents said they expect their captioning needs to increase either moderately or significantly. 45% expect their existing captioning needs to stay the same, which would appear to indicate that captioning budgets have expanded to meet the growing demand from audiences for closed captions.
There’s even more information on closed captioning trends in the full 2022 State of Captioning report.
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