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MEDIA AND ENTERTAINMENT

Increase in Online Video Demand: How it Impacts Captioning services

Increase in Online Video Demand: How it Impacts Captioning services
The Siliconreview
18 May, 2020

The video market has boomed over recent years and it’s safe to say that things are going to get even bigger. TV show providers such as Netflix are now adding more and more content to their network and YouTube are now supportive of even more types of content. Of course, all of this demand for video is also leading to a much bigger demand for closed captioning services as well. If you are interested in finding out more about that then you can take a look below.

Why is Video so Big Right Now?

Video content is now more popular than ever. Once upon a time, you had to go to your local store and then rent whatever titles you wanted. In this day and age on the other hand, you don’t need to do that at all. Now you can just pay a set amount every single month and you don’t have to worry about returning any titles that you watch. You can get everything in the comfort of your own home and you also have way more titles to choose from. This is bolstering the subtitle and captioning software industry because the two go hand in hand.

Video Content and Marketing

Another reason why video is so big right now is because it gives you the chance to turn your content into a marketing tool. So many businesses are now utilising video as a means to reach their target audience. In addition to this, you can also pull video caption pieces from a video and then create a full blog post around it. When you look into everything you will soon see that it is incredibly impressive how much content you can create by simply including captions in your video. Video is on the rise, and so are video captions and this is transforming the world of digital viewing as we know it.

The Benefits of Video Captions

Video captions are now becoming more commonplace in a lot of different industries. It doesn’t matter whether you are trying to share a promotional video for your company or whether you want to feature a series of interviews because there are so many benefits when it comes to adding some closed captions to your branded videos. You will be able to reach way more people on social media who might be watching at work too. The great thing about captions is that you can also capture a much wider audience by targeting those who are hearing impaired. There are around 466 million people in the world who have some kind of hearing loss, so it’s safe to say that you will be broadening your market significantly.

The Rise of Closed Captions

Closed captions might have been around for quite some time, but they have only really soared in popularity over the last 30 years or so. When you look at 1990, you will soon see that Congress passed an act which meant that those who are hard of hearing will be able to access way more content. This is known as the ADA act. This law requires any business to make sure that those who have disabilities are in no way denied or excluded from any activities because they cannot hear properly. A closed caption is somewhat of an auxiliary aid and its use has increased quite a bit over the last 30 years. Closed captioning was introduced around 50 years ago and the very first preview was at the National Conference on Television. This was for the hearing impaired and it launched in 1971. It was then demoed a couple of times throughout the following years and from there, tech improved quite a lot.

The Shift to Online Video

In this day and age, it’s safe to say that brands are very wise to include captions in all of their videos. We’re seeing it happen way more often now and the main reason for this is because it makes things way simpler for their customers. Audience members are disappointed when any closed captions are not available. What’s important to remember is that people will use captions even though they might not be hard of hearing. It is now estimated that four out of five people will turn on closed captioning if they do not have any hearing difficulties at all. After all, they might be in a place where they do not have access to sound, or they could have difficulty with sound. Either way, captions help people to better understand video content.

Closed Captions on Social Media

Sure, closed captions are now becoming more frequent than ever but at the end of the day, there is still quite a way to go. Around 51% of marketers have said that they always try to include closed captions. Video captions are always great on social media because they are ideal at influencing marketing decisions. Why would you want to discriminate against your audience when you can easily have them all be included by simply including some captions? 85% of videos on Facebook happen to be played without sound and this is incredible to say the least.

The Power of Video

If you are posting any kind of video on social media then it is imperative that you include captions. Instagram have reported that any video that has captions experiences 38% more engagement. Tweets that have video have ten times more engagement and 74% of the value that comes from a video happens within the first 10 seconds. If you do not have captions, then you may find that you end up not getting the best result out of your content and this is the last thing that you need. Of course, video certainly has a lot to offer and when you look at the stats you will soon see that captions are the way forward. If you want to embrace your brand or your content in general, then combining the two is the key to success.