How does subtitling improve your marketing?

Stagetext answers the big questions...

Stagetext’s Digital Programme Manager, Adam Werlinger, discusses the win-win result of subtitling digital content to give deaf, deafened and hard of hearing audiences equal access to online channels, as well as improving your marketing as a whole.

Who am I subtitling for?
In addition to deaf audiences, digital subtitles benefit a wide range of other groups: from students studying the text of a play to people who have English as a second language:

"We found it very useful for my mother who is hard of hearing and not a native English speaker. Absolutely brilliant, thanks!"

There are 11 million deaf, deafened and hard of hearing people in the UK alone - that’s one in six of us and includes and 40% of people over 50. When you consider that the average age of a theatregoer is 52, the potential reach is huge.

How many people use subtitles?
Nearly two million programmes a day, or 20% of all on-demand programmes watched, use subtitles on BBC iPlayer.

With regards to TV, 80% of subtitle usage occurs for reasons other than hearing loss. Think of the people watching online films in a quiet office space, on a train or in a noisy pub - all of these people benefit from subtitles.

Does subtitling increase views?
Yes, with regards to subtitles which turn on/off, it’s estimated that video view times on Facebook are increased by an average of 12% and get 7% more views on YouTube.

Plus, subtitled videos on Facebook are prioritised and they get more likes, comments and shares.

How do YouTube and Facebook use subtitles?
Subtitles that turn on/off are verbatim, which means that social media sites such as YouTube and Facebook index them and analyse what your video is about. This helps to offer users suggestions, prioritising relevant videos that will keep your audience engaged.

What’s the difference between subtitles that turn on/off and those that are burnt-in?
Subtitles which can turn on/off are uploaded as a separate file in addition to your video. The sites then automatically add a ‘CC’ button.

Burnt-in subtitles is the term we use for displaying the subtitles on the film permanently.

It’s best to use both! Burnt-in subtitles ensure access when there’s no ‘CC’ button and the on/off option guarantees indexing.


For more information contact adam@stagetext.org or telephone: 020 7377 0540.


Visit www.stagetext.org for more information.