30% Audience Increases Make Video Captioning a “Must Have”
US Audience Grows with hearing-impaired, ESL & Spanish-speakers
A new study by Johns Hopkins Medicine reports that 20% of the US population, or 48 million people, have hearing loss to the degree that they benefit from video captioning. English is a second language for 18% of the US population as well.
While hearing-impaired and ESL populations prefer, and often depend on, video content with closed captioning, better comprehension of videos regardless of accents or auditory dyslexia is also documented. And a Tremor Video study showed that ads in Spanish engaged US Hispanic users 200% more than in English.
Captions offer viewers other benefits such as watching videos in public settings without a headset, or searching and navigating videos via interactive transript text. SEO engines can read the text to make your video more discoverable, and provide contextual ad placement opportunities. This engagement, discoverability, and the goodwill generated, increases social sharing or “Earned Media”— free, recommended views
Combining these reach numbers with the increases in engagement, SEO, and “earned media,” it’s easy to see why captioning videos becomes a “must have” choice.
Captioning required for web video as soon as September 2012
Following dotSUB’s earlier blog post on the final report of FCC’s Video Programming Accessibility Advisory Committee (VPAAC), the requirements were published in the Federal Register. Video content owners must begin meeting new closed captioning requirements in 6, 12, or 18 months from March 30, 2012. Enforcement criteria and deadlines depend on whether the programming is prerecorded, live or near-live, and edited for Internet distribution or not, and become increasingly shorter starting March of 2014. Video publishers who want compliance guidance, please contact us.