Younger Audiences Key To Higher Caption Usage

Audiences expect captions today, and that behavioral shift is being fueled in part by younger audiences.

Data from XR Extreme Reach's recent report shows that 80% of audiences across the U.S., U.K., France, Spain and Germany use captions at least some of the time. But some of the highest concentration of always/often caption users are among younger audiences.

• 68% of 18-to-24 year-olds in France either use captions "always" or "often" and the same went for 65% of 25-to-34 year-olds in Spain.
• In the U.S., 85% of audiences use captions to watch video content always/often/sometimes (that number was 87% in France).
• As the number of viewers who grew up watching videos with captions – via social media – grows, these numbers only figure to increase.

XR Extreme Reach makes the point that advertisers should be taking notice of these rapidly adjusting trends – especially when over a third of respondents said they paid better attention to ads with captions.

Check out the full report here.