Global Ad Accessibility Report 2026

Accessibility is no longer seen as a niche concern.

New research from XR Extreme Reach's Global Ad Accessibility Report reveals that across the U.S., U.K., France, Germany and Spain, 80% of viewers now use captions at least some of the time.

Some of the report's major findings while digging into these behavioral shifts around content consumption:

• In the U.S., in particular, 21% of those surveyed responded that they "always" use captions, while just 15% "rarely" utilize them when watching content.
• Younger audiences (under 25 years old) are fueling wider caption adoption across geographies as these viewers have grown up in a social media environment where captions are normalized.
• 37% of respondents say that captions help improve their dialogue understanding, and 36% say they pay more attention to ads when captions are on.

The results of XR's report highlight real opportunities for advertisers to adjust their approaches and respond to a consumer marketplace more eager to see captions. Check out more by downloading it below.