There’s one feature that makes ads instantly more effective, yet most brands still ignore it: Closed Captions.

Once considered a niche accommodation, closed captions are now used widely by all kinds of viewers, especially as video consumption habits shift. According to XR’s 2025 Global Ad Accessibility Report, 75% of people watch video content with the sound turned down. That single behavior fundamentally changes how advertisers need to think about voice overs, musical tracks, storytelling, and message delivery.

Captions Reach More Than You Think

Captions are no longer just for people with hearing loss. In fact, 80% of people who use captions do not identify as hearing impaired (Verizon Media & Publicis Media). From living rooms to public transit to multi-screen households, people increasingly rely on captions to engage with video content, especially younger audiences.

Gen Z and Millennials are more likely to leave captions on by default to help them follow content while multitasking or scrolling. What started as an accessibility tool has become mainstream viewing behavior, and it's one that advertisers can’t afford to ignore in their creative strategies.

The Reality Check: Most Ads Still Miss the Mark

Despite these viewing habits, only 10% of TV ads globally include captions or audio description, according to XR’s analysis of over one million video assets. Streaming falls even further behind, with less than 1% of streaming ads including accessibility features.

Even in high-performing markets, the adoption gap is clear. For example:

This disconnect presents a clear opportunity for brands looking to drive messaging resonance with audiences. Captions offer a simple, scalable way to reach more people and improve performance without having to rework the entire asset.

But reach is just the beginning. In our next post, we’ll explore how captions directly impact creative performance and why accessibility should be treated as a growth driver, not just a compliance requirement.

Curious how accessibility adoption stacks up across global markets?

Explore the data in the XR 2025 Global Ad Accessibility Report, including country benchmarks, trends, and insights to help your brand stay ahead.