The Science of Subtitles : Why Millennials Prefer to Watch & Read

Hitting the subtitle button used to be reserved for the hearing impaired or saved specifically for foreign language programming, but just as they reject commercial TV in favour of streaming, millennials are turning the tide on transcripts & switching on the subtitles.

Why are so many younger people using the feature? Those aged under 40 consume content in a much different way, ‘watching on the go’ while commuting, waiting in line or even at work. The popularity of Korean hit Squid Game shows people are very adoptive to reading while watching.

As a multitude of different distractions vie for a watcher's attention, from doom scrolling on social media to constant communication with friends, subtitles keep a brain focussed, allowing more information to be absorbed. Words are helpful when exploring new topics & terms.

As we consume media made in all corners of the world via international streaming services, language, accents, and dialects need to be translated quickly & precisely. Modern TV shows are often shot using dark visuals and purposely muffled sounds & often in multiple languages.

Older people may not be so receptive to subtitles. But just as content changes, so do consumer habits. Sound quality on streaming service has changed too, & if the device is not equipped with a sound bar or programmed properly, the experience can suffer.   

Modern televisions tend to be narrow boxes leaving little room for larger speakers &, confounding the issue further, speakers often fire the sound out the back leading to greater muffling & less precision sounds & speech.   

In a study of 1200 Americans on their use of subtitles:

50% watch subtitles most of the time

55% say it is harder to hear dialogue in movies than it used to be

62% use subtitles on streaming services rather than tv shows

52% watch content in public

Subtitles are not just for dialogue either. Accurately describing unfamiliar noises, narrating song lyrics, & clarifying slang terms & phrases can improve the educational value of any programming. On screen transcripts can make watching more accessible and didactic.  

Studies show subtitles are good for children, especially those with learning disabilities, & can make a difference to vocabulary skills, reading level, comprehension, & overall enjoyment. Children in bilingual families or with minority languages benefit especially.

If you’re reluctant to have a script alongside the visuals on your favourite TV show, give it a try.

It may unexpectantly enhance the overall viewing experience, help you stay focused & make consuming visual media a more dynamic experience.

Happy viewing… & reading too!