Unveiling the Impact of Subtitles: Insights into Recall and Viewer Visual Engagement on Streaming Video Content

As streaming platforms such as Netflix, Amazon Prime, HBO Max, and Disney + continue to shape the entertainment landscape, the role of subtitles has grown significantly in enhancing accessibility and bridging language barriers. 70% of respondents aged 18 to 25 (Gen Z) and 53% aged 25 to 41 (Millennials) say they regularly use subtitles, yet our understanding of the impact these subtitles may have on recall and viewer engagement is limited. Rooted in the dual coding theory, this study investigates how subtitles affect three key outcomes: viewer comprehension-based content recall, perception-based content recall, and subconscious visual engagement. Using a fully randomized within-subject experimental design, data from 32 participants were collected via eye-tracking and surveys. Each participant viewed video clips with and without subtitles (experimental conditions) from the Netflix popular show The Crown. Results show that subtitles positively affect viewer comprehension-based content recall but have no effect on perception-based recall. Additionally, subtitles were found to influence subconscious visual engagement, guiding where viewers focused their attention. By integrating biometric data and survey responses, the present research offers novel insights into the impact of subtitles on viewers and offers practical guidance for streaming content creators.