The US research found that most people find background music makes it difficult to hear dialogue, and that it's harder to hear dialogue than it used to be. Actors and TV personalities talking faster than they used to and visuals that aren't as well-lit are other cited drivers of the popularity of subtitles.
As to why Gen Z likes to turn on text while watching their shows, part of it, according to Wilson Chapman at IndieWire, is that people in that generation grew up watching videos on social media, where subtitles are the algorithmically encouraged default.
Why is everybody watching TV with the subtitles on?
Captions help with thick accents. They allow viewers to watch videos quietly to avoid disturbing those around them. Subtitles are handy when dealing with noisy appliances and ambient noise from airports and busy thoroughfares. Of course, not everyone's thrilled by the steady ribbon of text at the bottom of the screen.
Real-time subtitles and captions provide an easily-digestible, visual representation of information that contributes to improved understanding. Also, repeated or redundant exposure to the same ideas can help boost information recall in the long run.
What is the most viewed entertainment format for Generation Z?
The most popular TV content genres among Gen Z viewers include movies, animated series/cartoons (not anime), dramas, and music-related content, with older Gen Zers reporting higher viewership across most of these genres than younger Gen Zers.
Gen Z is highly engaged with technology and media, prioritizing activities like streaming video, music, and gaming. They are less interested in traditional TV and radio, instead favoring digital experiences like podcasts.
About 60% of Gen Zers surveyed said that they prefer watching user-generated content videos because its easier to find something to watch. Nearly 50% said they spend too much time looking for streaming content to watch.
Many autistic people put subtitles on for every show they watch, even if they have a strong sense of hearing. This may be because the auditory processing differences and delays that many of us have mean we wouldn't be able to follow what's happening on our screens without them.
27% of Americans rely on subtitles to keep them focused on what they are watching while juggling the distractions of multiple screens, children, pets, work, the news, and more. Nearly 1 in 5 regularly use subtitles to learn Spanish or learn English online.
Using subtitles allows your brain to connect sounds with written words, improving your speech comprehension. That also reduces the amount of energy your brain uses to hear.
We asked them why. Millennials and Generation Z can hear just fine, but 63% prefer subtitles, says a new study. YouGov found that 18 to 29-year-olds overwhelmingly preferred subtitles compared to older people. Some of them said they used subtitles to concentrate better or to understand thick accents.
Yes, watching a series without subtitles will most likely be hard at the beginning. You'll feel like you don't understand almost anything. Yes, you might even want to give up, thinking “I'm not at the right level yet.” But don't do it!
The majority of Americans have subtitles on at least occasionally when watching programs in a language they know. While 13% always watch TV with subtitles on, 17% say they do this most of the time, 15% do so sometimes, and 21% do so rarely.
According to survey results, almost 65% of Generation Z prefer to use videos to deepen their knowledge of a particular subject. This appetite for video content is even more pronounced among 13-17 year-olds (70%) than among 18-26 year-olds (63%).
How did Generation Z become obsessed with subtitles?
The main reason Gen Zers use subtitles is that they usually consume different media all at once and want to be able to go between screens while still taking in as much information as possible.
Many individuals also have undiagnosed auditory processing disorder (APD), which makes it harder to process information you take in aurally. Captions not only help engage but can provide information that is easier to process when read, as some learners with ADHD will find it harder to process or retain what they hear.
They're not unusual. According to a recent CBS News poll, over half of Americans keep subtitles turned on some (21%) or all (34%) of the time, especially younger people. Technically, the term "subtitles" means translations into your language.
“Our brains are naturally programmed to read,” explains Dr Kuss. “It is an additional activity that takes place on top of viewing a show, and requires additional cognitive effort.” And, while she isn't so sure that subtitles really do boost concentration, she does believe that they “may improve comprehension”.
The first is that, for a lot of people, it's become a lot harder to understand dialogue on the TV. That's the top reason cited in the Preply survey, with nearly 72 percent of respondents who use closed captions marking that as one of the main reasons why.
Hyperlexia is often, but not always, part of the autism spectrum disorder (ASD). It's considered a “splinter skill,” a unique skill that doesn't have much practical application. But therapists can often use a child's hyperlexic skills as a tool for their therapy and treatment.
Gen Z loves it when brands project a strong personality. Content that is fun and lighthearted is popular among younger consumers. Using social media trends is a great way to leverage humor and make your brand appear relatable. Just be sure to stay current—trends come and go in the blink of an eye.
Although the majority of Gen Zers said they would consider canceling their TV subscriptions in the near future and 62% reported spending less time watching TV this year than last year, 70% said they still watch traditional TV.
