The Rise of Subtitles: Gen Z and Millennials Explain Their Popularity

A YouGov survey conducted in 2023 found that 63% of millennials and Generation Z prefer to watch TV with subtitles, compared to older adults. While some individuals cited using subtitles to concentrate better or understand thick accents, the majority of respondents from Gen Z and millennials stated that subtitles helped them comprehend and engage with the content. The increasing demand for subtitles among younger viewers is attributed to their consumption of media through phones and the expectation of captions as a standard service. Subtitles also contribute to making content accessible to a wider audience.