The ROI of subtitling for businesses – why subtitles are an investment, not an expense
Subtitling is often seen as a necessary expense. But what if it is actually one of the highest-return investments you can make in your video content? Research shows that subtitles increase watch time, expand your audience and improve search visibility – while also helping you meet increasingly stringent legal requirements.
Subtitles increase watch time and views
According to a study by Verizon and Publicis Media (2019), 80% of viewers are more likely to watch a video to the end when subtitles are available, and watch time can increase by as much as 40%. Facebook’s own research found that subtitles increase watch time by an average of 12%.
The reason is simple: up to 85% of social media videos are watched without sound. Without subtitles, the message may not get across.
Views increase as well. Discovery Digital Networks found that subtitled videos received an average of 7% more views, while on YouTube, subtitles generated 13.5% more views during the first two weeks.
Subtitles improve search visibility
Search engines cannot “watch” videos, but they can index text. Subtitle files provide search engines with a readable version of the video content, improving discoverability and helping videos appear more prominently in platform recommendations. The effect is cumulative: better discoverability brings more views, while longer watch times can further improve rankings.
Subtitles help you reach a wider audience
According to Verizon’s research, 80% of people who use subtitles are not deaf or hard of hearing – they use them by choice. A Preply study (2022) found that half of Americans use subtitles most of the time, and younger generations are twice as likely to use them as older generations.
Multilingual subtitles expand your reach even further – adding just a few languages can multiply your potential audience.
Legislation is making subtitles mandatory
The EU’s European Accessibility Act (EAA) took effect on 28 June 2025 and requires subtitles to be provided for audiovisual content. The legislation applies to both the public sector and private companies. In Finland, similar obligations are also familiar from the Act on the Provision of Digital Services. Failure to comply with the requirements can result in significant penalties.
Subtitling pays for itself
It is paradoxical to invest thousands of euros in video production and then leave out subtitles that cost only a few hundred euros. When subtitles increase watch time by 12–40%, boost views, improve SEO and help ensure legal compliance, they are an investment – not an expense.
Want to make sure your video content delivers all the value it can? Request a Quote for subtitling and captioning – we will help you find the right solution for your needs.
Sources:
- Verizon Media & Publicis Media (2019): study on the impact of subtitles on viewing behaviour (5,616 respondents, USA)
- Meta/Facebook: internal study on the impact of subtitles on watch time
- Discovery Digital Networks: experimental study on the impact of subtitles on views
- Preply (2022): survey on subtitle use (1,260 respondents, USA)
- Morning Consult / Statista (2023): generational differences in subtitle use
- EU accessibility legislation (Directive (EU) 2019/882), effective from 28 June 2025