How many hours of recorded video content do you produce or publish annually?

How Much Video Is Being Captioned in the Ecommerce Industry? 


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3Play Media provides closed captioning, transcription, and audio description services to make video accessibility easy. We are based in Boston, MA and have been operating since 2007.

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When respondents were asked how much of their video content they're currently captioning, 84% of respondents said that they caption most or all of their videos.

When respondents were asked how many hours of video they're producing or publishing, 57% indicated it was anywhere between 0-100 hours.

How Are Ecommerce Brands Captioning?

When respondents were asked how they're currently meeting their organization's captioning needs, 70% said they are captioning with a 3rd party vendor.

Captioning drivers are a powerful thing. When asked what the main drivers for captioning were, respondents indicated that video SEO and legal compliance were top of mind.

Main Benefit/Value of Captioning

Main Captioning Barriers

Overall and across all industries surveyed, respondents indicated that cost of captioning and resource time for captioning were the top two barriers. Across the board, 36% said that cost/budget was the greatest challenge, and another 35% said that resource time was the top barrier. 

The Cost of Captioning

54% of consumers want to see video from their favorite brands (Hubspot)

The Era of Video Is Upon Us:

Legal Protection

Better User Engagement

Improved Video SEO

Online video trends are anything but stagnant. Online video is expected to keep growing and with it the need for captioning. Even if your captioning needs are generally staying the same right now, that doesn't mean things could change at any moment. Be sure to stay on top of captioning today so that you're prepared for the growing video usage of tomorrow.


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80% of people who use captions aren't deaf or hard of hearing. Captions benefit everyone because they improve dialogue, clarification of terminology, concentration, and engagement. (Ofcom)

Using videos on landing pages on average increases conversions by 86%. (Unbounce)

Hours of video

legal compliance and seo


5 Reasons Why You Should Caption Your eCommerce VideosCaptioning for eCommerceCaptioning for eCommerce