[Infographic] Research Reveals Growth in Muted Videos & Captions Across All Screens

5
at
5
minutes
Technical Level
June 30, 2021
Frank Maguire
VP Sales Enablement
New research from Sharethrough on video consumption behaviors reveals the impact mobile feeds have had on watching videos on mute, even on TV.

In our continuing effort at Sharethrough to build human-centric programmatic ad technologies, we recently conducted research into video consumption behaviors of the modern consumer.

The findings paint a picture of changing human behavior and the implications on a changing media landscape. What is particularly evident is how the growth of mobile video consumption and feed-based site designs has impacted the way we watch video on TV.

For example, now that most sites are designed as a feed, 75% of people say that they often keep their phone on mute even when a video is playing. Not surprisingly, that means people now expect mobile videos to have captions since 72% say they are more likely to watch a mobile video if it has captions.

But that behavior has bled into how consumers watch video on their computer and TV where 66% and 57%, respectively, are more likely to watch videos with captions.

However, the most shocking impact mobile video consumption behavior has had on TV is that nearly 50% of people now watch TV with captions! In fact, mobile has had such an impact on our video behaviors that TV should now be considered the 2nd screen to mobile since 79% of people take out their device when a commercial starts playing on TV.

Infographic: Video Consumption Behavior

Here is a full summary of the research results.

Infographic Video Consumption Behavior Study
Source: Caption & Video Ads Comprehension Study by Sharethrough, June 2021


New research from Sharethrough on video consumption behaviors reveals the impact mobile feeds have had on watching videos on mute, even on TV.

In our continuing effort at Sharethrough to build human-centric programmatic ad technologies, we recently conducted research into video consumption behaviors of the modern consumer.

The findings paint a picture of changing human behavior and the implications on a changing media landscape. What is particularly evident is how the growth of mobile video consumption and feed-based site designs has impacted the way we watch video on TV.

For example, now that most sites are designed as a feed, 75% of people say that they often keep their phone on mute even when a video is playing. Not surprisingly, that means people now expect mobile videos to have captions since 72% say they are more likely to watch a mobile video if it has captions.

But that behavior has bled into how consumers watch video on their computer and TV where 66% and 57%, respectively, are more likely to watch videos with captions.

However, the most shocking impact mobile video consumption behavior has had on TV is that nearly 50% of people now watch TV with captions! In fact, mobile has had such an impact on our video behaviors that TV should now be considered the 2nd screen to mobile since 79% of people take out their device when a commercial starts playing on TV.

Infographic: Video Consumption Behavior

Here is a full summary of the research results.

Infographic Video Consumption Behavior Study
Source: Caption & Video Ads Comprehension Study by Sharethrough, June 2021


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About Behind Headlines: 180 Seconds in Ad Tech—

Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.

New research from Sharethrough on video consumption behaviors reveals the impact mobile feeds have had on watching videos on mute, even on TV.

In our continuing effort at Sharethrough to build human-centric programmatic ad technologies, we recently conducted research into video consumption behaviors of the modern consumer.

The findings paint a picture of changing human behavior and the implications on a changing media landscape. What is particularly evident is how the growth of mobile video consumption and feed-based site designs has impacted the way we watch video on TV.

For example, now that most sites are designed as a feed, 75% of people say that they often keep their phone on mute even when a video is playing. Not surprisingly, that means people now expect mobile videos to have captions since 72% say they are more likely to watch a mobile video if it has captions.

But that behavior has bled into how consumers watch video on their computer and TV where 66% and 57%, respectively, are more likely to watch videos with captions.

However, the most shocking impact mobile video consumption behavior has had on TV is that nearly 50% of people now watch TV with captions! In fact, mobile has had such an impact on our video behaviors that TV should now be considered the 2nd screen to mobile since 79% of people take out their device when a commercial starts playing on TV.

Infographic: Video Consumption Behavior

Here is a full summary of the research results.

Infographic Video Consumption Behavior Study
Source: Caption & Video Ads Comprehension Study by Sharethrough, June 2021


About Calibrate—

Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.

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Frank Maguire
VP Sales Enablement

About the Author

Frank has spent over a decade helping to grow Sharethrough’s influence in the advertising industry through a consultative approach via learning directly from the world’s largest brands and agencies, by sharing strategies, research and best practices that help solve their unique challenges. As VP of Sales Enablement, he empowers the sales team with the right positioning and playbook to scale Sharethrough’s consultative approach. He is a digital advertising industry veteran, beginning his career working for clients including Nestle, Pfizer and Wyndham on the agency side and then opening up and growing Sharethrough’s East Coast headquarters in NYC.

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