How Accessible Content Can Unlock New & Diverse Markets: Why Subtitling and Closed Captioning Are Critical to Revenue and Audience Growth

As video consumption reaches new heights - crossing global markets and appealing to more consumers than ever before - video producers must invest in subtitling to reach larger audiences.

Video has become one of the most dominant forms of online media. According to eMarketer, in the U.S., adults will spend an average of 1 hour and 16 minutes a day watching online video in 2017 while young consumers, viewers between the ages of 13 and 24, will spend roughly 20 hours a week watching online video.

The use of mobile devices is a primary driving force behind this boom in video consumption. In fact, according to a report by telecom company Ericsson, video will account for 70% of mobile online traffic by 2021.

And though mobile video is booming, video watching transcends any single platform, as consumers up their viewing experience on smartphones, tablets, televisions, and desktops. 

Given video’s widespread popularity among consumers, it is no surprise that content-driven businesses are churning out video content. K-12 and higher education institutions increasingly use video to educate students; media companies are increasing their investments in video production; and, streaming services are creating popular new outlets, television programs and movies.

Despite these trends indicating the growing presence of video in consumers’ lives, many video creators are missing out on a valuable opportunity to grow audiences and revenue by overlooking a critical step in the production process: subtitling.