The power of words: why subtitles are the next untapped advantage in advertising
Opinion
Subtitles have become standard fare for consumers. They must become part of advertisers’ creative toolkit, too.
For years, the advertising industry has carefully measured the impact of sights and sounds across formats — from print and outdoor to TV and digital. But one core element has often been left out of the conversation: words. And more specifically, subtitles.
Once seen as a niche accessibility feature, subtitles and captions have become a cultural mainstay, embedded into everything from TV and streaming content to social media, music, and even podcasts. In fact, new research from the7stars, Differentology and Walr, reveals that nearly seven in 10 Brits now choose to watch content with subtitles or captions — a trend that spans generations and platforms.
As attention becomes harder to capture, and as viewers increasingly consume media in sound-off or low-volume environments, the rise of words on screen offers an unexpected opportunity for brands: to connect with audiences more clearly, more accessibly, and — as our research shows — more impactfully.
Subtitles are now a viewer expectation
From TikTok’s sing-along videos to Spotify’s lyric display, subtitles and captions are now an expected part of the content experience.
Streaming platforms lead the way, with two-thirds of Brits watching TV or streaming services with subtitles at least some of the time. More than half (53%) say the same about social media content, and a third use subtitles even when listening to audio content such as podcasts.
Among younger audiences, the behaviour is even more pronounced: 61% of 18–24-year-olds prefer to read text while watching video content. And two-thirds of Spotify users in this age group say that having lyrics displayed enhances their listening experience.
This is not just a matter of convenience or personal preference — it’s a cultural shift. Whether it’s Central Cee launching a music video with baked-in captions, or parents turning on subtitles to boost their children’s reading skills, words are now playing a more central role in the way we consume content.
Why it matters for advertisers
The implications for advertisers are significant. In our research, three-quarters of Brits who expressed an opinion said they feel positively about subtitles and captions, with 66% believing brands that use them are more trustworthy and engaging. For 18–34s, that positivity rises even higher — nearly 9 in 10 say they view brands that use subtitles as more caring.
Subtitles don’t just boost brand perception. They enhance ad effectiveness, too.
When we tested three different ads (Cunard, The Cotswold Company, and Iceland) with and without subtitles, we saw directional uplifts in key metrics across the board. On average, ads with subtitles saw a +3% point increase in brand salience and consideration, and a +4-point rise in ad likeability.
Crucially, there was no evidence that subtitles harmed the creative. In fact, they often helped — particularly among viewers who don’t usually turn subtitles on. This group showed stronger improvements in brand cut through, impressions, and consideration, suggesting that subtitles can serve as a useful cue for engagement, even when they’re not typically part of the viewer’s routine.
Curated subtitles deliver greater impact
How subtitles are implemented also matters. Ads that integrated subtitles as part of the creative — such as Cunard’s — performed particularly well. This spot saw a six-point lift in positive impression, a five-point increase in both recommendation and standout, and a three-point increase in consideration.
By contrast, more generic subtitling still delivered a benefit but saw slightly smaller uplifts. Iceland’s ad, for instance, still improved across six brand metrics when subtitles were included — from action intent to consideration — but results were more muted, possibly due to the familiarity of the format or the presence of multiple competing visual messages.
The takeaway? Subtitles that are thoughtfully designed and embedded into the creative from the outset can elevate the impact of an ad and enhance viewer comprehension without detracting from the aesthetic or storytelling.
From access to impact
There are 12m people in the UK who are d/Deaf or hard of hearing. For this audience, subtitles are not a bonus — they are essential. Yet research from RNID shows that many people still face barriers when subtitles aren’t available, with 85% saying they’ve stopped watching a programme due to the lack of captions.
At the same time, subtitles are becoming a literacy tool, backed by campaigns like Turn on the Subtitles, which highlights the educational benefits for children. And with increasingly customisable subtitle settings now offered by broadcasters like the BBC and ITV, they’re no longer a one-size-fits-all experience.
As we see growing usage across all media formats, it’s clear that subtitles are no longer just about accessibility — they’re about engagement, inclusivity and, increasingly, performance.
What should advertisers do next?
If subtitles aren’t already part of your creative toolkit, now is the time to act. Start conversations with platform providers and creative partners to explore how you can implement captions — not just as an afterthought, but as a meaningful part of your content strategy.
Done well, subtitles can support brand affinity, increase comprehension, and even shift longer-term metrics like consideration. For viewers, they enhance the overall experience. For brands, they offer a simple yet effective way to cut through.
The power of words has never been more visible — or more valuable.
Melike Amin is insight lead at the7stars