{"id":15146,"date":"2018-10-24T15:44:05","date_gmt":"2018-10-24T19:44:05","guid":{"rendered":"https:\/\/www.3playmedia.com\/blog\/importance-of-captioning\/"},"modified":"2018-10-24T15:44:05","modified_gmt":"2018-10-24T19:44:05","slug":"importance-of-captioning","status":"publish","type":"post","link":"https:\/\/www.3playmedia.com\/blog\/importance-of-captioning\/","title":{"rendered":"3 Reasons Why Captioning Is More Important Now Than Ever Before"},"content":{"rendered":"\n<div class=\"wp-block-group is-style-dark alignfull p-post-header has-global-padding is-content-justification-center is-layout-constrained wp-block-group-is-layout-constrained has-background is-style-dark--1\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:var(--wp--preset--spacing--60);background-image:url(&#039;\/wp-content\/themes\/core\/assets\/media\/backgrounds\/hero-wave-blog.svg&#039;);background-position:50% 50%;background-size:cover;\">\n\t<div class=\"wp-block-group aligngrid has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\t\t<div class=\"wp-block-buttons aligngrid is-layout-flex wp-block-buttons-is-layout-flex\">\n\t\t\t<div class=\"wp-block-button is-style-ghost is-style-reversed is-style-ghost--2\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/blog\">Blog<\/a><\/div>\n\t\t\t<\/div>\n\t\t\n\n\t\t\n\t\t<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0\"\/>\n\t\t\n\n\t\t\n\t\t<div class=\"wp-block-columns are-vertically-aligned-center aligngrid is-layout-flex wp-container-core-columns-is-layout-008400e6 wp-block-columns-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:0\">\n\t\t\t<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\"><div style=\"padding-bottom:0;padding-top:0;\" class=\"is-style-category wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Accessibility<\/span><\/li><\/ul><\/div>\n\n\t\t\t\t<h1 style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;\" class=\"alignwide wp-block-post-title\">3 Reasons Why Captioning Is More Important Now Than Ever Before<\/h1>\n\n\t\t\t\t\n\t\t\t\t<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-9116416d wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30)\"><div class=\"has-text-align-left wp-block-post-author-name\"><a href=\"https:\/\/www.3playmedia.com\/blog\/author\/jaclyn3playmedia-com\/\" target=\"_self\" class=\"wp-block-post-author-name__link\">Jaclyn Lazzari<\/a><\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t<p>\u2022<\/p>\n\t\t\t\t\t\n\n\t\t\t\t\t<div class=\"has-text-align-left wp-block-post-date has-10-font-size\"><time datetime=\"2018-10-24T15:44:05+00:00\">October 24, 2018<\/time><\/div><\/div>\n\t\t\t\t\n\n\t\t\t\t<\/div>\n\t\t\t\n\n\t\t\t\n\t\t\t<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\"><figure class=\"alignfull alignfull wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"550\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/.\/rendered-6.jpg\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"border-radius:1rem;object-fit:cover;\" srcset=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/rendered-6.jpg 1400w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/rendered-6-300x118.jpg 300w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/rendered-6-1024x402.jpg 1024w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/rendered-6-768x302.jpg 768w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/><\/figure><\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n\n\n                                                <p>Did you know that the importance of captioning is growing? For starters, there\u2019s an <a href=\"https:\/\/www.3playmedia.com\/2018\/10\/15\/web-accessibility-lawsuits\/\" target=\"_blank\" rel=\"noopener noreferrer\">increasing number of ADA website lawsuits<\/a> being filed against organizations failing to provide video captioning for d\/Deaf and hard of hearing people, as well as other digital accommodations for blind, low vision, or other persons with disabilities. For organizations looking to avoid being sued, captioning has never been more critical.<\/p>\n<blockquote><p>The Deaf and hard of hearing community is growing, and it\u2019s critical that as technology changes and video use increases that video is made accessible to this group.<\/p><\/blockquote>\n<p>The importance of captioning is also growing due to several other reasons which are as prevalent as the current litigation landscape. The fact that technology is changing, that video use and popularity is increasing, and that the deaf and harding of hearing population is growing are all cause for the rising relevance of captioning.<\/p>\n<h2>What is Captioning?<\/h2>\n<p><a href=\"https:\/\/www.3playmedia.com\/2018\/10\/10\/transcription-vs-captioning\/\" target=\"_blank\" rel=\"noopener noreferrer\">Captioning<\/a> is defined as the \u201cprocess that involves dividing transcript text into chucks, known as &#8216;caption frames,&#8217; and time-coding each frame to synchronize with the audio of a video&#8230;Captions allow viewers to follow along with the audio and video or captions interchangeably.\u201d<\/p>\n<p>Captions can (and should) be used for television shows, movies, employee training videos, YouTube video blogs, and much more. These are just some of the ways that captioning benefits viewers:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/Captioning-benefits-viewers.png\" alt=\"Clarifies difficult language, poor audio, and complicated information in the video, helps to improve brand recall, verbal memory, and overall comprehension, and improves video SEO by providing a text version of a video for search engine bots to crawl.\" width=\"700\" \/><\/p>\n<p>In addition to being extremely useful for the d\/Deaf and hard of hearing community, captions <a href=\"https:\/\/www.3playmedia.com\/2015\/08\/28\/who-uses-closed-captions-not-just-the-deaf-or-hard-of-hearing\/\" target=\"_blank\" rel=\"noopener noreferrer\">provide assistance<\/a> to those whose native language isn\u2019t spoken within the video, and help viewers with <a href=\"https:\/\/www.3playmedia.com\/2017\/09\/01\/captions-transcripts-help-students-dyslexia\/\" target=\"_blank\" rel=\"noopener noreferrer\">learning disabilities<\/a> or attention deficits more easily maintain their concentration.<\/p>\n<h2>Why the Importance of Captioning Is Growing<\/h2>\n<p>Captioning has always been important, but with changing technology, the rise of video popularity, and the growth of the deaf and hard of hearing population, it\u2019s become more pertinent than ever before.<\/p>\n<h3>Changing Technology<\/h3>\n<p>The <a href=\"https:\/\/www.3playmedia.com\/resources\/white-papers\/wp-ada\/\" target=\"_blank\" rel=\"noopener noreferrer\">Americans with Disabilities Act (ADA)<\/a> is a broad disability law that requires places of public accommodation to be made accessible to those with disabilities. Though online accessibility laws are not explicitly written into the ADA, recent litigation has ruled more in favor of website accessibility, deeming them places of public accommodation and requiring accessibility standards such as captioned video. This trend can be seen in the rising number of ADA website suits over the last several years, and is made evident in case outcomes like that of <a href=\"https:\/\/www.3playmedia.com\/2015\/07\/23\/nad-v-netflix-ada-lawsuit-requires-closed-captioning-on-streaming-video\/\" target=\"_blank\" rel=\"noopener noreferrer\">National Association of the Deaf (NAD) v. Netflix<\/a>.<\/p>\n<p>The fact that the law doesn\u2019t specifically address accessibility in new technologies doesn&#8217;t diminish the importance of captioning. When the ADA was enacted in 1990, no one predicted society would be streaming thousands of movies and TV shows via the internet. Technology changes, though, and now nearly everyone uses or has used Netflix to watch their favorite programs.<\/p>\n<p>This idea of changing technology and how it applies to accessibility is relevant for much more than entertainment:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/Accessibility-in-changing-tech3.png\" alt=\"Changing tech applies to accessibility: employee training, organization's communications, online retail, video marketing, video marketing, classroom and online learning, and social media \" width=\"700\" \/><\/p>\n<p>Employers are turning to digital technologies for training and communication purposes, online retail is becoming more and more popular, and classrooms are using videos as learning aids in classrooms. This technological progression won\u2019t stop, and emerging technologies will steadily stream in begging the question, how can these new technologies be made accessible?<\/p>\n<p><strong>One of the simplest answers is to utilize captioning which is a vital part of making video technology accessible to d\/Deaf and hard of hearing individuals.<\/strong><\/p>\n<h3>Increasing Video Use<\/h3>\n<p>It may not come to you as a surprise, but the <a href=\"https:\/\/www.3playmedia.com\/2018\/01\/03\/growth-online-video-need-accessibility\/\" target=\"_blank\" rel=\"noopener noreferrer\">use of online video<\/a> is increasing rapidly. Today, there\u2019s more video uploaded to the web in one month than television has created in the past thirty years. In addition to the copious amounts of video flooding the web, people just can\u2019t seem to get enough of it.<\/p>\n<p>A <a href=\"https:\/\/www.nielsen.com\/insights\/2018\/time-flies-us-adults-now-spend-nearly-half-a-day-interacting-with-media\/\" target=\"_blank\" rel=\"noopener noreferrer\">Nielsen poll<\/a> revealed that U.S. adults spend over 11 hours per day connected to media, and that 6 of those hours are spent <a href=\"https:\/\/www.3playmedia.com\/2018\/08\/09\/why-video-accessible\/\" target=\"_blank\" rel=\"noopener noreferrer\">watching video<\/a>. In 2017, online video accounted for <a href=\"https:\/\/highq.com\/en-us\/2017-the-year-of-video-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">74% of all internet traffic<\/a>, and by 2018, that number is estimated to <a href=\"https:\/\/www.cisco.com\/c\/en\/us\/solutions\/collateral\/service-provider\/visual-networking-index-vni\/complete-white-paper-c11-481360.html\" target=\"_blank\" rel=\"noopener noreferrer\">rise to 80%<\/a>. To give a glimpse into social media video, over <a href=\"https:\/\/www.forbes.com\/sites\/tjmccue\/2017\/09\/22\/top-10-video-marketing-trends-and-statistics-roundup-2017\/#3d8364607103\" target=\"_blank\" rel=\"noopener noreferrer\">500 million people<\/a> watch video on Facebook daily. It\u2019s pretty clear that video isn\u2019t going away, and that it will only continue to grow.<\/p>\n<p>Because of the popularity of video, more organizations and companies are turning to it for their marketing efforts. It\u2019s true that <a href=\"https:\/\/www.3playmedia.com\/2018\/08\/31\/what-is-video-seo\/\" target=\"_blank\" rel=\"noopener noreferrer\">video can boost SEO<\/a> and brand recognition, and captions enhance its ability to do so. On Facebook, <a href=\"https:\/\/digiday.com\/media\/silent-world-facebook-video\/\" target=\"_blank\" rel=\"noopener noreferrer\">85% of videos are watched without sound<\/a>. Overall, <a href=\"https:\/\/www.facebook.com\/business\/news\/updated-features-for-video-ads\" target=\"_blank\" rel=\"noopener noreferrer\">41% of videos<\/a> are incomprehensible without sound or captions, and 80% of viewers react negatively to videos auto-playing with sound.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/Video-stats.png\" alt=\"video stats\" width=\"700\" \/><\/p>\n<p>The importance of captioning lies in its ability to make video more accessible in numerous ways. It allows d\/Deaf and hard of hearing individuals to watch videos, helps people to focus on and remember the information more easily, and lets people watch it in sound-sensitive environments. As the use of video increases, organizations and video creators must keep in mind that captioning, though originally created for those with hearing loss, is beneficial to everyone.<\/p>\n<h3>Growing Deaf and Hard of Hearing Population<\/h3>\n<p>As mentioned before, captions benefit everyone, but they\u2019re imperative for making video accessible to d\/Deaf and hard of hearing people. Within the U.S., 48 million people are d\/Deaf or hard of hearing. Globally, there are 466 million people with disabling hearing loss, that\u2019s 6.1% of the world\u2019s population. The World Health Organization (WHO) estimates that that <a href=\"http:\/\/www.who.int\/pbd\/deafness\/estimates\/en\/\" target=\"_blank\" rel=\"noopener noreferrer\">number could rise<\/a> to 630 million by 2030, and then to 900 million by 2050.<\/p>\n<p>Why is there a growing deaf and hard of hearing population, though? There are several factors contributing to rising rates of hearing loss:<\/p>\n<p><a href=\"https:\/\/www.3playmedia.com\/faces-behind-the-screen\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/01-24-2018-fbts.jpg\" alt=\"Check out Faces Behind the Screen\" width=\"195\" align=\"right\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><a href=\"https:\/\/www.3playmedia.com\/2018\/02\/20\/the-growing-population-with-vision-loss\/\" target=\"_blank\" rel=\"noopener noreferrer\">By 2030<\/a>, the number of people over the age of 65 will be 20% of the population; around <a href=\"https:\/\/www.mayoclinic.org\/diseases-conditions\/hearing-loss\/symptoms-causes\/syc-20373072\" target=\"_blank\" rel=\"noopener noreferrer\">1 in 2 adults<\/a> over 65 experience hearing loss.<\/li>\n<li>There\u2019s been an <a href=\"https:\/\/www.npr.org\/templates\/story\/story.php?storyId=129259165\" target=\"_blank\" rel=\"noopener noreferrer\">increase in mild hearing loss among adolescents<\/a> due to headphone use.<\/li>\n<li><a href=\"https:\/\/www.healthyhearing.com\/report\/47496-Noise-pollution-hearing-loss\" target=\"_blank\" rel=\"noopener noreferrer\">Noise pollution<\/a>, known as the \u201cmodern unseen plague,\u201d is a leading cause of hearing loss.<\/li>\n<\/ul>\n<p>The d\/Deaf and hard of hearing community is growing, and it\u2019s critical that as technology changes and video use increases that video is made accessible to this group. Since captioning serves d\/Deaf and hard of hearing individuals the most, the importance of captioning will only grow as the population with hearing loss grows.<\/p>\n<p><a href=\"https:\/\/www.3playmedia.com\/solutions\/services\/captioning\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/3Play-Media-Captioning3.png\" alt=\"Get started with 3Play Media captioning services today!\" width=\"700\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p><a href=\"https:\/\/www.3playmedia.com\/resources\/popular-topics\/closed-captioning\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/The-ultimate-guide-to-closed-captioning.png\" alt=\"Read the Ultimate Guide to Closed Captioning\" width=\"700\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n\n\n                                                \n                                                <hr class=\"wp-block-separator has-alpha-channel-opacity\" style=\"margin-bottom:0\"\/>\n                                                \n\n                                                \n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-6c28011a wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0;padding-right:0;padding-bottom:0;\">\n\t<p style=\"margin-top:0\">Filed under<\/p>\n\t\n\n<span class=\"wp-block-tribe-terms__empty-msg t-category\">No Tags<\/span><\/div>\n\n\n\n                                                \n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-dda23514 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--40);padding-right:0;padding-bottom:var(--wp--preset--spacing--40);\">\n<p style=\"margin-top:0\">About the author<\/p>\n\n\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/ccafd10ecd051ad481b21a8d5b72f190203aeb9c3c0584abb5e949cb925d5631?s=96&#038;d=mm&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/ccafd10ecd051ad481b21a8d5b72f190203aeb9c3c0584abb5e949cb925d5631?s=192&#038;d=mm&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.3playmedia.com\/blog\/author\/jaclyn3playmedia-com\/\" target=\"_self\">Jaclyn Lazzari<\/a><\/p><p class=\"wp-block-post-author__bio\">Jaclyn is a marketing professional at 3Play Media with 7+ years in the video accessibility space. When she\u2019s not at work, she\u2019s exploring coastal New England, baking with seasonal ingredients, or enjoying football Sundays with her family.<\/p><\/div><\/div><\/div>\n\n\n\n                                                \n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-fe217b39 wp-block-group-is-layout-constrained\">\n<p style=\"margin-bottom:0\">Share this page<\/p>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-fe217b39 wp-block-group-is-layout-constrained\">\n<p><\/p>\n\n\n\n<ul class=\"wp-block-outermost-social-sharing has-normal-icon-size has-icon-color is-style-logos-only is-content-justification-left is-layout-flex wp-container-outermost-social-sharing-is-layout-95ca00fe wp-block-social-sharing-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--10)\"><li style=\"color: #767676; \" class=\"outermost-social-sharing-link outermost-social-sharing-link-linkedin has-neutral-90-color wp-block-outermost-social-sharing-link\">\n\t<a href=\"https:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.3playmedia.com%2Fblog%2Fimportance-of-captioning%2F&#038;title=3%20Reasons%20Why%20Captioning%20Is%20More%20Important%20Now%20Than%20Ever%20Before\" aria-label=\"Share on LinkedIn\" rel=\"noopener nofollow\" target=\"_blank\" class=\"wp-block-outermost-social-sharing-link-anchor\">\n\t\t<svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M19.7,3H4.3C3.582,3,3,3.582,3,4.3v15.4C3,20.418,3.582,21,4.3,21h15.4c0.718,0,1.3-0.582,1.3-1.3V4.3 C21,3.582,20.418,3,19.7,3z M8.339,18.338H5.667v-8.59h2.672V18.338z M7.004,8.574c-0.857,0-1.549-0.694-1.549-1.548 c0-0.855,0.691-1.548,1.549-1.548c0.854,0,1.547,0.694,1.547,1.548C8.551,7.881,7.858,8.574,7.004,8.574z M18.339,18.338h-2.669 v-4.177c0-0.996-0.017-2.278-1.387-2.278c-1.389,0-1.601,1.086-1.601,2.206v4.249h-2.667v-8.59h2.559v1.174h0.037 c0.356-0.675,1.227-1.387,2.526-1.387c2.703,0,3.203,1.779,3.203,4.092V18.338z\"><\/path><\/svg>\t\t<span class=\"wp-block-outermost-social-sharing-link-label screen-reader-text\">\n\t\t\tShare on LinkedIn\t\t<\/span>\n\t<\/a>\n<\/li>\n\n\n<li style=\"color: #767676; 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For starters, there\u2019s an increasing number of ADA website lawsuits being filed against organizations failing to provide video captioning for d\/Deaf and hard of hearing people, as well as other digital accommodations for blind, low vision, or other persons with disabilities. For organizations looking to&#8230;<\/p>\n","protected":false},"author":23,"featured_media":9451,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[11],"tags":[],"industry":[],"resource_type":[92],"class_list":["post-15146","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-accessibility"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.0 (Yoast SEO v26.0) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>3 Reasons Why Captioning Is More Important Now Than Ever Before<\/title>\n<meta name=\"description\" content=\"We cover 3 reasons why the importance of captioning is growing: technology, video, and a growing deaf and hard of hearing population.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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