Some of their reasons may surprise you!
If you’re older than a Millennial, there’s a good chance you’ve rarely watched TV with subtitles onscreen. When you did, it was probably sitting with someone hearing impaired or watching a foreign language film.
Subtitles or captions were initially called “intertitles” and were used to insert dialogue into a film between scenes to help tell the story. Intertitles were made obsolete as a primary component of storytelling when the industry adopted sound projection technologies. Even as “talkies” reduced their utility, intertitles evolved to take up less space onscreen and provided a method for foreign title language translation. Beginning in the 1970’s, captions andsubtitles were developed to expand access to hearing-impaired audiences and are now found on every video content platform.
The wide availability of new viewing and distribution methods has allowed consumers to find uses for subtitles beyond their traditional purposes. Examples include:
Surveys show consumers have discovered other ways to use subtitles in their daily lives:
Consumers will continue to find new ways to watch and enjoy content. We’ve written about why localization is challenging, and these additional opportunities highlight the need for subtitles and captions to be accurate and complete.
Avoiding cultural missteps and ensuring quality is complicated by the realities of preparing titles for international release. Contact Spherex today to learn how our award-winning AI/ML platform can help you get to market faster, reach the largest global audience, and maintain brand safety.
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