Subtitles 'increase online video viewing by 40%'
- Added:
- Mar 24, 2009
Subtitles and captions overlaid on online video can help increase viewing time by nearly 40%, according to new research.
The study, from online video firm PLYmedia, (www.plymedia.com), collected during a trial with an online publisher of PLYmedia’s language accessibility solution, SubPLY, monitoring online video usage across almost 50 countries.
Without subtitles, the videos were watched (on average) 66% to completion, compared with 91% with subtitles. The average improvement in audience viewing was 38%.
In addition, where subtitles appeared, 80% more people watched the entire video to completion, which is an important indicator for post-roll video ads and advertisers.
The trial also showed that viewers watched the videos in ‘mute’ significantly more where subtitles existed versus when watching without subtitles.
The impact of subtitles was most evident amongst Spanish audiences – increasing the duration spent watching the online video by nearly 50%.
PLYmedia’s SubPLY provides subtitles that enable online publishers to attract a wider global audience, and has been proven to be particularly effective for outreach to non-English speakers.
PLYmedia's close captioning solution converts audio video into text video, opening up additional viewing opportunities for the hearing impaired and enabling office workers to silently watch videos in the workspace.
Viewing online video with subtitles in mute is indicative of the growth in popularity of watching videos at the workspace.
Yoni Silberberg, Co-founder and Director of Business Development, said: “The results from the trial prove that subtitles and close captioning have a substantial effect on online video viewing. We’ve proved the opportunity lost for online publishers not using subtitles – particularly for outreach to global audiences as publishers desire to attract a wider viewing audience and in particular, the lucrative non-English speaking market.
“As online video becomes an increasingly powerful communication channel – PLYmedia remains committed to enabling publishers to maximize its viewer engagement, and our SubPLY service has proved an excellent example of this.”
Document Actions
|
Digital Training Academy |
|
| Essential skills for today's marketers: boost your team's results with customised advanced digital marketing coaching from world class trainers at the Academy. |
Ask our tutors for more
|
Full details here...
|
|
Digital marketing audits |
|
|
Getting the best ROI from your websites, emails and online ads? Sure? Our digital marketing audits review your current and planned campaigns to find ways of cutting budgets without cutting impacts. |
|
Ask for more |
Full details here...
|
- Mobile ad networks
-
Apple's iAds Vs Google's AdMob- which do you think will be most succesful in the long term?
From the tutors at the Digital Training Academy
 |
Googled- End of the World as We Know It: Ken Aueleta |
 |
The Twitter Book: Tim O'Reilly |
 |
Me++: William J Mitchel |
 |
The Tipping Point: Malcolm Gladwell |
