{"id":15200,"date":"2024-05-14T16:53:21","date_gmt":"2024-05-14T20:53:21","guid":{"rendered":"https:\/\/www.3playmedia.com\/blog\/studies-find-captions-improve-engagement\/"},"modified":"2025-08-11T16:28:09","modified_gmt":"2025-08-11T16:28:09","slug":"studies-find-captions-improve-engagement","status":"publish","type":"post","link":"https:\/\/www.3playmedia.com\/blog\/studies-find-captions-improve-engagement\/","title":{"rendered":"Studies Find Captions Can Improve Focus on Video Content"},"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\">Captioning<\/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\">Studies Find Captions Can Improve Focus on Video Content<\/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\/3playmedia\/\" target=\"_self\" class=\"wp-block-post-author-name__link\">3Play Media<\/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=\"2024-05-14T16:53:21+00:00\">May 14, 2024<\/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=\"500\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/2020\/05\/captions-improve-focus.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\/2020\/05\/captions-improve-focus.jpg 1400w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/2020\/05\/captions-improve-focus-300x107.jpg 300w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/2020\/05\/captions-improve-focus-1024x366.jpg 1024w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/2020\/05\/captions-improve-focus-768x274.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><span style=\"font-weight: 400;\">Captions are well-known as an accommodation for the d\/Deaf and hard-of-hearing, but the benefits go beyond accessibility \u2013 several studies have proven that captions can improve focus, engagement, and comprehension of online video content.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Research findings from media agencies and universities alike indicate that captions help viewers to stay focused and better absorb information. Plus, captioned videos <\/span><a href=\"https:\/\/www.researchgate.net\/publication\/261476265_Enhancing_television_advertising_Same-language_subtitles_can_improve_brand_recall_verbal_memory_and_behavioral_intent\"><span style=\"font-weight: 400;\"><strong>support brand awareness and recall<\/strong><\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s dig into the top takeaways from five industry studies to learn just how captions can create a better user experience for everyone.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><center><a class=\"btn btn-blue-blank\" href=\"https:\/\/www.3playmedia.com\/learn\/white-papers\/\" target=\"_blank\" rel=\"noopener noreferrer\">Read more industry studies on the power of captions \ud83d\udcda<\/a><\/center>&nbsp;<\/p>\n<h2>Captions proven to improve focus in classrooms<\/h2>\n<p><span style=\"font-weight: 400;\">Not only do captions affect the way an audience <\/span><i><span style=\"font-weight: 400;\">watches<\/span><\/i><span style=\"font-weight: 400;\"> video, but it also affects the way they <\/span><i><span style=\"font-weight: 400;\">interact<\/span><\/i><span style=\"font-weight: 400;\"> with video. In classroom settings, researchers have discovered captions have a positive impact on student engagement with video-based course materials. <img loading=\"lazy\" decoding=\"async\" class=\" wp-image-33767 alignright\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/2024\/04\/increasing-icon.jpg\" alt=\"bar chart going upward\" width=\"340\" height=\"315\" srcset=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/2024\/04\/increasing-icon.jpg 539w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/2024\/04\/increasing-icon-300x278.jpg 300w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/2024\/04\/increasing-icon-162x150.jpg 162w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/2024\/04\/increasing-icon-81x75.jpg 81w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/2024\/04\/increasing-icon-174x161.jpg 174w\" sizes=\"auto, (max-width: 340px) 100vw, 340px\" \/><\/span><\/p>\n<p><span style=\"font-weight: 400;\">The accessibility committee at the University of South Florida St. Petersburg (USFSP) conducted a report on <\/span><strong><a href=\"https:\/\/go.3playmedia.com\/usfsp-captions-transcripts-study\">student usage and attitudes toward captions<\/a><\/strong><span style=\"font-weight: 400;\"> and interactive transcripts in online courses. The results demonstrate the power of captions and their capacity to improve student performance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are the highlights:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>42%<\/b><span style=\"font-weight: 400;\"> of students use closed captions to improve focus on course material.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>38%<\/b><span style=\"font-weight: 400;\"> of students use interactive transcripts to boost information retention.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Test scores increased by <\/span><b>3%<\/b><span style=\"font-weight: 400;\"> for students who used closed captions.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Test scores increased by <\/span><b>8%<\/b><span style=\"font-weight: 400;\"> for students who used interactive transcripts.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Additionally, 29% of students reported using caption\/transcript materials as a study guide. In this way, captions\/transcripts can be used by students and instructors alike to efficiently create derivative materials for test prep, course review, and more.<\/span><\/p>\n<p>&nbsp;<center><a class=\"btn btn-blue-blank\" href=\"https:\/\/go.3playmedia.com\/usfsp-captions-transcripts-study\" target=\"_blank\" rel=\"noopener noreferrer\">Read the full report from USFSP \ud83d\udcd1<\/a><\/center>&nbsp;<\/p>\n<h2>Students simply prefer to use captions<\/h2>\n<p><span style=\"font-weight: 400;\">To learn more about <\/span><strong><a href=\"https:\/\/www.3playmedia.com\/resources\/industry-studies\/student-uses-of-closed-captions-and-transcripts\/\">how and why students use closed captions and transcripts<\/a><\/strong><span style=\"font-weight: 400;\">, 3Play teamed up to perform a study with the Oregon State University eCampus.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This study provides insight on the use of closed captions for on-campus classes across the country. Fifteen colleges and universities participated in this study and received a total of 2,124 students responded to the survey. Demographically, there was a relatively even mixture of freshman, sophomore, junior, senior, and graduate students.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Findings revealed that because captions improve engagement for everyone, students <\/span><i><span style=\"font-weight: 400;\">with and without<\/span><\/i><span style=\"font-weight: 400;\"> disabilities were using captions for a variety of reasons \u2013 the most common being the potential to improve focus.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The study\u2019s top takeaways include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>71%<\/b><span style=\"font-weight: 400;\"> of students who use captions do not have hearing difficulties.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>75%<\/b><span style=\"font-weight: 400;\"> of students indicated that they use captions as a learning aid.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>52%<\/b><span style=\"font-weight: 400;\"> said that captions specifically helped them with comprehension.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>20%<\/b> said that captions keep them more engaged with the material.<\/li>\n<\/ul>\n<p>&nbsp;<center><a class=\"btn btn-blue-blank\" href=\"https:\/\/go.3playmedia.com\/rs-student\" target=\"_blank\" rel=\"noopener noreferrer\">Read the full report from OSU eCampus \ud83d\udcc4<\/a><\/center>&nbsp;<\/p>\n<h2>Social media views boosted by captions<\/h2>\n<p><span style=\"font-weight: 400;\">Facebook conducted an internal user behavior study which uncovered that captions have the potential <\/span><strong><a href=\"https:\/\/www.3playmedia.com\/blog\/captions-increase-viewership-for-facebook-video-ads\/\">to boost video view time by 12%<\/a><\/strong><span style=\"font-weight: 400;\"> on average. <img loading=\"lazy\" decoding=\"async\" class=\" wp-image-34009 alignright\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/2020\/05\/social-media.jpg\" alt=\"person using megaphone to amplify digital message \" width=\"347\" height=\"330\" srcset=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/2020\/05\/social-media.jpg 518w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/2020\/05\/social-media-300x285.jpg 300w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/2020\/05\/social-media-158x150.jpg 158w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/2020\/05\/social-media-79x75.jpg 79w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/2020\/05\/social-media-174x165.jpg 174w\" sizes=\"auto, (max-width: 347px) 100vw, 347px\" \/><\/span><\/p>\n<p><span style=\"font-weight: 400;\">A&amp;W Canada, a client in the study, <\/span><b>reported a 25% increase in watch time on captioned videos.<\/b><span style=\"font-weight: 400;\"> This kind of growth is no small feat, especially considering the endless supply of video content available on social media.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another key finding revealed that 80% of Facebook users react negatively to video ads auto-playing with the sound on \u2013 but 41% of videos are incomprehensible <\/span><i><span style=\"font-weight: 400;\">without<\/span><\/i><span style=\"font-weight: 400;\"> sound. Captions are one great way to deliver on the user experience your audience is looking for. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p><center><a class=\"btn btn-blue-blank\" href=\"https:\/\/go.3playmedia.com\/social-guide-checklist\" target=\"_blank\" rel=\"noopener noreferrer\">[FREE] Beginner&#8217;s Guide to Accessible Social Media Videos<\/a><\/center>&nbsp;<\/p>\n<h2>Discovery Digital Networks reaps the benefits<\/h2>\n<p><strong><a href=\"https:\/\/www.3playmedia.com\/why-3play\/case-studies\/discovery-digital-networks\/\">Discovery Digital Networks<\/a><\/strong><span style=\"font-weight: 400;\"> (DDN) includes closed captions on a segment of their YouTube videos, and wanted to quantify their return on investment before rolling out captions across their entire video catalog. Using 3Play services, DDN conducted a controlled study on the impact of adding captions to YouTube videos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s what they found:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Views on captioned videos saw an overall increase of 7.32%.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">View count was most dramatically impacted within the first 14 days of adding captions, where DDN saw a 13.48% increase.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">These findings were substantial, and proved to Discovery Digital Networks that captions have the power to improve engagement as well as view count. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p><center><a class=\"btn btn-blue-blank\" href=\"https:\/\/www.3playmedia.com\/why-3play\/case-studies\/discovery-digital-networks\/\" target=\"_blank\" rel=\"noopener noreferrer\">Read the full Discovery Digital Networks study \ud83d\udcca<\/a><\/center>&nbsp;<\/p>\n<h2>Brands use captions to improve video-based KPIs<\/h2>\n<p><strong><a href=\"https:\/\/www.3playmedia.com\/2019\/07\/19\/verizon-media-and-publicis-media-find-viewers-want-captions\/\">Verizon and Publicis Media conducted a study<\/a><\/strong><span style=\"font-weight: 400;\"> on the relationship between videos, sound, and captions. This study highlights user preferences and behavior and supports the theory that captions play a significant role in the video-viewing experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Turns out, <\/span><strong><a href=\"https:\/\/www.nexttv.com\/news\/mobile-videos-often-watched-without-audio-study-finds\">the majority of consumers prefer to watch video with the sound off<\/a><\/strong><span style=\"font-weight: 400;\"> \u2013 in fact, 92% of mobile users and 83% of desktop users report viewing video this way. This viewing behavior causes rightful concern among brand marketers that their audience is missing out on the content they\u2019ve worked hard to provide.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s where captions come in. When captions are included, viewers can still watch, comprehend, and engage with your video content regardless of whether audio is playing.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Video ads with closed <\/span><strong><a href=\"https:\/\/www.3playmedia.com\/2019\/08\/22\/take-your-video-ads-to-the-next-level-with-captions\/\">captions increase ad memorability<\/a><\/strong><span style=\"font-weight: 400;\">.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Captions <\/span><strong><a href=\"https:\/\/www.3playmedia.com\/2019\/08\/22\/take-your-video-ads-to-the-next-level-with-captions\/\">improve brand recall within the first 6 seconds<\/a><\/strong><span style=\"font-weight: 400;\"> of viewing.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In this way, brands can use captions to deliver the soundless and unobtrusive experience their audience wants while simultaneously supporting their own video-based success metrics and KPIs.<\/span><\/p>\n<hr \/>\n<p><span style=\"font-weight: 400;\">The facts don\u2019t lie \u2013 the benefits of captioning go beyond accessibility. Captions improve focus in classroom settings, encourage viewers to stay engaged, and boost overall video performance. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.3playmedia.com\/resources\/industry-studies\/student-uses-of-closed-captions-and-transcripts\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/2020\/04\/How-captions-and-transcripts-impact-student-learning.jpg\" alt=\"Download the report: How captions and transcripts impact student learning\" width=\"700\" \/><\/a><\/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<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"is-style-pills wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><a href=\"https:\/\/www.3playmedia.com\/blog\/tag\/benefits\/\" class=\"wp-block-tribe-terms__link t-category\">Benefits<\/a><\/li><li class=\"wp-block-tribe-terms__term\"><a href=\"https:\/\/www.3playmedia.com\/blog\/tag\/blog\/\" class=\"wp-block-tribe-terms__link t-category\">Blog<\/a><\/li><li class=\"wp-block-tribe-terms__term\"><a href=\"https:\/\/www.3playmedia.com\/blog\/tag\/captioning\/\" class=\"wp-block-tribe-terms__link t-category\">Captioning<\/a><\/li><li class=\"wp-block-tribe-terms__term\"><a href=\"https:\/\/www.3playmedia.com\/blog\/tag\/online-video\/\" class=\"wp-block-tribe-terms__link t-category\">Online Video<\/a><\/li><\/ul><\/div><\/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\/077af0eed48d15985c692daeff79eaff223726049f53bd6ef9a51ffb76629ed1?s=96&#038;d=mm&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/077af0eed48d15985c692daeff79eaff223726049f53bd6ef9a51ffb76629ed1?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\/3playmedia\/\" target=\"_self\">3Play Media<\/a><\/p><p class=\"wp-block-post-author__bio\"><\/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; 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Plus,&#8230;<\/p>\n","protected":false},"author":63,"featured_media":2299,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[133,137],"tags":[24,8,23,17],"industry":[],"resource_type":[92],"class_list":["post-15200","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-captioning","category-research","tag-benefits","tag-blog","tag-captioning","tag-online-video"],"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>Studies Find Captions Can Improve Focus on Video Content<\/title>\n<meta name=\"description\" content=\"Captions are proven to improve focus and boost brand engagement \u2013\u00a0learn more about the benefits for viewers with and without disabilities.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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