XR Extreme Reach has published the latest findings from its Global Accessibility Report, revealing almost four in five UK viewers select subtitles some of the time.
More than 3,000 consumers across France, Germany, Spain, the UK and US took part in the survey, which was released to mark World Accessibility Day.
The results show subtitles are becoming mainstream in the UK, with 79 per cent of viewers using them sometimes and 59 per cent of those in the 18-24 bracket stating they use them always or often.
According to the findings, a major shift in audience behaviour is underway, particularly among younger “subtitle-native” consumers who appear to be moving towards text-assisted experiences shaped by platforms such as YouTube and TikTok. While Smart TVs remain the most widely used screen across all markets, subtitle usage has become the norm across all devices, including smartphones and tablets, stated the report.
Highlighting the use of subtitles beyond traditional accessibility needs, 81 per cent of respondents across all markets said they used subtitles at least sometimes despite reporting no hearing difficulties.
At 40 per cent, viewers in the UK are the most likely to say subtitles help them catch details they would otherwise miss. The study found the most-subtitled content types were kids and family programming at 46 per cent and films at 44 per cent, with UK consumers using subtitles always or often while watching them. Accent-related subtitle use was a “defining characteristic” in the UK, with 39 per cent stating difficulties with accent or dialect as the reason for using subtitles.
Advertising engagement and effectiveness is increasingly being shaped by subtitles, added the report. In the UK, 34 per cent of audiences in all age groups stated subtitles make them pay more attention to ads, with 18-24 year olds reporting the biggest lift in engagement at 49 per cent.
Commenting on the data, Noreen Connolly, MD at XR Extreme Reach, said, “Subtitling advertising is now a mainstream audience strategy that delivers meaningful value for viewers with and without hearing loss. The industry has made real progress in normalising subtitles across TV and digital. But as viewing habits continue to evolve, subtitles are increasingly becoming part of how mainstream audiences expect to experience everything they watch.”
The findings reinforce the idea that subtitles are increasingly a market expectation rather than an accessibility concern, coming at the same time as updated Ofcom guidance and Channel 4’s mandate to increase subtitle adoption. The full Global Accessibility Report is available here.
