In today’s world defined by constant digital engagement, younger generations increasingly rely on captions and subtitles to enhance their viewing experience. This trend, largely popularized by Gen Z and Millennials, isn’t just limited to streaming shows or watching social media content; it’s spilling over into live events, with a strong case for captions as a way to boost engagement and attendance in venues, such as churches, that historically may have overlooked them.
Here’s a look at the data that supports this movement and how churches can leverage captioning to foster a more engaging environment.
Younger Generations and the Subtitle Revolution
Preply, a language learning platform, conducted a survey titled, “Why America is Obsessed with Subtitles,” to explore the growing trend of subtitle usage among Americans. The study involved over 1,200 participants, aiming to understand how and why individuals use subtitles in their media consumption. The findings revealed that 50% of Americans watch content with subtitles most of the time, with younger generations, particularly Gen Z, showing a greater preference for subtitle use.
- According to Preply’s survey, 70% of Gen Z and 53% of Millennial viewers turn on subtitles most of the time when they watch content. This statistic highlights a major shift in media consumption patterns: It’s not just about watching but understanding and engaging with content that drives this trend.
- 74% of Gen Z also prefer subtitles when watching content in foreign languages. With the global reach of platforms like Netflix, young people are more accustomed than ever to encountering diverse media, where subtitles bridge language and comprehension gaps.
- Another 57% of younger viewers report watching content in public places, using captions to stay engaged while maintaining privacy or avoiding sound disruptions. This trend underscores their reliance on captions to stay connected to content in any setting.
This data reveals a generation that sees captions not as an add-on but as an essential part of the viewing experience. For churches, this could signal an opportunity: integrating captions into services may not only help with accessibility but also align with the viewing habits of younger generations.
Captioning Live Events: A Path to Higher Engagement
The impact of captions on in-person attendance is significant. A study from Stagetext revealed that 31% of people would attend more live events if captions were readily available, with younger people leading this interest: 45% of 18-25-year-olds would be more likely to attend events if they were captioned, compared to 16% of those over 56.
This enthusiasm for live captions reflects a shift in how younger generations want to consume live content. Captions at events enhance accessibility for everyone, regardless of hearing ability, and address concerns with acoustics or unclear speech, which often deter audiences. In the church context, offering captions during sermons, worship songs, or events could break down barriers that may otherwise prevent younger individuals from fully engaging.
Engaging a New Generation: How Captioning Can Help Churches Reconnect with Young Adults
Christian churches across the United States are increasingly challenged to capture the interest and attendance of younger generations, who are showing declining levels of religious affiliation and engagement.” The Pew Research Center’s 2019 article, “In U.S., Decline of Christianity Continues at Rapid Pace,” highlights a significant decline in Christian affiliation among younger Americans. The data indicates that only 49% of Millennials (born between 1981 and 1996) identify as Christians, compared to 84% of the Silent Generation (born between 1928 and 1945).
With reports indicating a decline in church attendance in the U.S., many churches are seeking strategies to re-engage their congregations, especially young adults. Captions could be a powerful, practical solution.
Offering live captions during services could address several issues:
- Accessibility and Inclusivity: Young people who are accustomed to captions often view them as an essential tool for inclusion. By offering captions in church, congregations can signal a commitment to inclusivity, welcoming not only those with hearing impairments but also those who may benefit from captioning for other reasons, like understanding speakers with different accents or enhancing focus.
