Based on a study conducted by a captioning organization called Stagetext, young people aged 18-25 are almost four times more likely than older viewers to watch TV shows with subtitles, despite having little to no hearing issues. The study found that younger people were more likely to say captions helped them understand what was going on, whereas more older people said they were distracting. 18% of the respondents said they are either deaf or hard of hearing. Subtitles were originally intended to aid individuals with hearing problems, but they have become an essential tool for a better viewing experience. Social media users have also gotten used to watching various videos with subtitles. The success of shows like The Squid Game proves that reading subtitles are no longer considered difficult by many.

Stagetext’s chief executive Melanie Shape says that she has to be in the mood and needs an extra level of concentration to read subtitles. “I think young people can take in far more information quickly because they’re used to it.” Stagetext is encouraging venues to continue to provide online performances with subtitles, and for more live shows to use captions.