12% more watch time with captions
Adding captions increases average view time by 12% (3Play Media, 2024). When each word highlights as spoken, the viewer’s eyes track text in real time. No gap between reading and hearing. For TikTok, Reels, and Shorts, where a swipe takes less than a second, word-level timing is the difference between viral and invisible.
1.5 billion people need better captions
Over 1.5 billion people worldwide experience some degree of hearing loss (WHO World Report on Hearing, 2021). Word-level timing gives deaf and hard-of-hearing viewers a tighter link between visual text and audio. Non-native speakers map unfamiliar pronunciation to written text in real time. Precise timing turns subtitles from a reading exercise into a synchronized experience.
80% watch longer when captions are on
80% of consumers are more likely to watch an entire video when captions are available (Verizon Media & Publicis, 2019). TikTok, YouTube, and Instagram all rank by completion rate. Word-by-word captions give viewers two channels of engagement — reading and listening — making each second harder to abandon.