Incorrect subtitles are distracting, confusing and frustrating to watch. Research shows that over 50% of over 18s use subtitles once a month or more, that’s a large proportion of your audience. Scriptwriters spend hours toiling over their word choice as part of the layers that create each character, meaning every hesitation, um or stumble provides context for the scene and storyline. Missing key information from subtitles makes the programming hard to follow and can even change the meaning of a scene, leaving viewers confused.
It has been reported that auto speech recognition technology produces accuracy as low as 60%, meaning that one out of every three words are wrong. Whilst these produce some hilarious and entertaining clips and memes, even sparking the hashtag #craptions, it leaves the viewing audience wanting for the full picture and enjoyable experience. Ensuring your content has accurate subtitles sends viewing figures climbing – the viewer will stay longer, be more engaged and return time and again if they know they can rely on your subtitles.
The benefits don’t stop there, if you are using your content online your SEO is adversely impacted with incorrect subtitles. Search engines don’t watch your content to understand what it contains; they use the subtitle scripts to glean the relevant information that in turn drives traffic to your website and content.
Here at SubText our workflow process for subtitling is built to ensure accurate and well-timed subtitles to ensure your audience has the best viewing experience and are not disadvantaged by using subtitles to consume your programming or advertising. It’s just plain wrong to not give them the due care and attention given the difference subtitles make to over half of the viewing audience.