Why Do All These 20-Somethings Have Closed Captions Turned On?

Closed captions are cool now. Just ask anyone under 40.

More viewers, especially younger ones, are using tools that transcribe dialogue in the content they’re watching online, from Netflix movies to TikTok videos. This isn’t just about watching “Squid Game” drama in Korean with English subtitles.

Closed captions—which display text in the same language as the original audio—have been crucial for a long time for many people with hearing loss. They’re now a must-have for plenty of people without hearing loss, too, helping them better understand the audio or allowing them to multitask.

Recent surveys suggest that younger generations are viewing content with captions more than older generations, despite reporting fewer hearing problems.

In a May survey of about 1,200 Americans, 70% of adult Gen Z respondents (ages 18 to 25) and 53% of millennial respondents (up to age 41) said they watch content with text most of the time. That’s compared with slightly more than a third of older respondents, according to the report commissioned by language-teaching app Preply.

“I can’t think of a time in the past couple of months or years that I haven’t had subtitles or captions on,” says 23-year-old Ayem Kpenkaan, who also creates his own comedy videos. While he doesn’t have any hearing issues, he says it helps him focus on what’s happening on-screen, even with the sound on.

In recent years, Apple, Google and other tech companies expanded on-device auto-captioning options, while Netflix found creative ways to describe audio (not just dialogue) to viewers who are deaf and hard of hearing. The innovations—as well as the rising popularity of captions on social media—have helped eliminate some of the stigma associated with hearing loss, advocates say.

“People are hesitant to ask for accommodations in the workplace because they don’t want to stand out or make waves,” says Barbara Kelley, executive director of nonprofit Hearing Loss Association of America. As more people adopt captions, she adds, it becomes easier to ask for those aids.

Caption Popularity

Netflix now provides more colourful play-by-plays. Its new vampire slayer film “Day Shift” added colourful subtitles at certain parts of the movie. In the latest season of “Stranger Things,” subtitles amused viewers with rich descriptions such as “tentacles squelching wetly.” The number of people accessing captions and subtitles has more than doubled since 2017, a Netflix spokeswoman says.

People turn on subtitles and captions for many reasons—to learn a language, perhaps, or decipher a heavy accent or muttered dialogue. A lot of people complain about background music making it harder to hear dialogue. Captions can also facilitate multitasking and allow people to watch content in shared spaces without disturbing others.

Rachael Knoth, a 23-year-old artist in Dothan, Ala., says she has used captions for as long as she can remember. She says she hasn’t been diagnosed with hearing loss. Still, she finds it so hard to view anything without captions that if a video doesn’t have them, she won’t watch it.

“In class, when they play videos and they don’t have the captions on, I have to pay really close attention,” Ms. Knoth says. If she doesn’t, it’s common for her to misunderstand the speakers for a minute or two, she adds.

Improving Accessibility

The National Captioning Institute, a nonprofit that provides captioning services, introduced the first prerecorded closed captions in 1980. A decoder box was needed to view the captions until the 1990s when the U.S. government required electronics companies to build the technology into their TVs. Since then, efforts by people who are deaf and hard-of-hearing have led to the passage of legislation that ensures captions are available for videos online.

Initially, people had to manually transcribe a video’s audio. More recently, artificial intelligence has helped put automatic captions in apps such as YouTube and Facebook. TikTok launched its auto-generated captions last year, while Instagram followed earlier this year.

Scarlet May, a deaf content creator with 6.5 million followers on TikTok, says when she first joined, she could only watch content from creators who used sign language. Now, captions have exposed her to a whole new world of content.

“I can enjoy the app like everyone else,” says Ms. May, 21.

Many creators filled the accessibility gap by adding their own captions manually. Mr. Kpenkaan, who makes comedy videos, is among those who still do. These are “open captions”—they can’t be turned off. He sees inclusivity as a way to reach more viewers, and believes the open captions help more people get his jokes.

Mr. Kpenkaan plays around with placement, emojis and other features to add humour to some of his videos and engage more viewers. “Captioning is just another medium to be creative,” he says. The first TikTok he made with captions—a funny clip of him and a friend on a romantic swan-boat ride—remains his most popular TikTok video with more than 36.6 million views.

Turning On Captions

For those looking for captions to help them in their everyday lives, such as when you’re having trouble hearing your device in a noisy environment, one of the latest technologies comes from Apple.

Its Live Captions feature, available with MacOS Ventura and iOS 16 on the iPhone 11 and newer, lets users turn on a live transcript for any audio, whether it’s during FaceTime calls, in a streaming-video app or just picked up by the device’s microphone. Live Captions uses machine learning and keeps everything on your device, rather than sending it to Apple’s servers for processing. You can find it under Settings > Accessibility.

Google has a similar app for its Pixel phones, and this year’s Samsung TVs can automatically place captions on the screen in locations that won’t disrupt the view.

Social-media apps such as Instagram generate captions on uploaded videos by default, and make them available to turn on within the videos. (Creators can choose not to have captions, or to add their own open captions instead.) Snapchat users can turn on auto-generated subtitles for the app’s Discover page, and as of last year they can also use auto captions in their own recorded snaps.

They call themselves TikTok refugees—and the app they are fleeing to is a lot more Chinese than the video-sharing app whose U.S. fate now hangs in the balance.

After Supreme Court justices Friday seemed inclined to let stand a law that would shut down TikTok in the U.S., the Chinese social-media platform Xiaohongshu , translated in English as Little Red Book, has received a flood of American TikTok users. They are looking for a sanctuary or a way to protest the potentially imminent TikTok ban—never mind that they don’t speak Chinese.

Charlotte Silverstein, a 32-year-old publicist in Los Angeles, downloaded Xiaohongshu on Sunday night after seeing videos on TikTok about migrating to the app, which Americans dubbed “RedNote.” She described the move as a “last act of defiance” in her frustration about the potential TikTok ban.

“Everyone has been super welcoming and sweet,” said Silverstein, who has made three posts so far. “I love the sense of community that I’m seeing already.”

By Monday, TikTok refugees had pushed Xiaohongshu to the top of the free-app chart on Apple ’s App Store.

“I’m really nervous to be on this app, but I also find it to be really exciting and thrilling that we’re all doing this,” one new Xiaohongshu user said in a video clip on Sunday. “I’m sad that TikTok might actually go, but if this is where we’re gonna be hanging out, welcome to my page!” Within a day, the video had more than 3,000 comments and 6,000 likes. And the user had amassed 24,000 followers.

Neither Xiaohongshu nor TikTok responded to requests for comment.

The flow of refugees, while serving as a symbolic dissent against TikTok’s possible shutdown, doesn’t mean Xiaohongshu can easily serve as a replacement for Americans. TikTok says it has 170 million users in the U.S., and it has drawn many creators who take advantage of the app’s features to advertise and sell their products.

Most of the content on Xiaohongshu is in Chinese and the app doesn’t have a simple way to auto-translate the posts into English.

At a time of a strained U.S.-China relationship, some new Chinese-American friendships are budding on an app that until now has had few international users.

“I like that two countries are coming together,” said Sarah Grathwohl, a 32-year-old marketing manager in Seattle, who made a Xiaohongshu account on Sunday night. “We’re bonding over this experience.”

Granthwohl doesn’t speak Chinese, so she has been using Google Translate for help. She said she isn’t concerned about data privacy and would rather try a new Chinese app than shift her screentime to Instagram Reels.

Another opportunity for bonding was a photo of English practice questions from a Chinese textbook, with the caption, “American please.” American Xiaohongshu users helped answer the questions in the comments, receiving a “thank u Honey,” from the person who posted the questions.

By Monday evening, there have been more than 72,000 posts with the hashtag #tiktokrefugee on Xiaohongshu, racking up some 34 million views.

In an English-language post titled “Welcome TikTok refugees,” posted by a Shanghai-based Xiaohongshu user, an American user responded in Chinese with a cat photo and the words, “Thank you for your warm welcome. Everyone is so cute. My cat says thanks, too.” The user added, “I hope this is the correct translation.”

Some Chinese users are also using the livestreaming function to invite TikTok migrants to chat. One chat room hosted by a Chinese English tutor had more than 179,900 visits with several Americans exchanging cultural views with Chinese users.

ByteDance-owned TikTok isn’t available in China but has a Chinese sister app, Douyin. American users can’t download Douyin, though; unlike Xiaohongshu, it is only accessible from Chinese app stores.

On Xiaohongshu, Chinese users have been sharing tutorials and tips in English for American users on how to use the app. Meanwhile, on TikTok, video clips have also multiplied over the past two days teaching users the correct pronunciation of Xiaohongshu—shau-hong-SHOO—and its culture.

Xiaohongshu may be new to most Americans, but in China, it is one of the most-used social-media apps. Backed by investors like Chinese tech giants Tencent Holdings and Alibaba Group , Xiaohongshu is perhaps best described as a Chinese mix of Instagram and Reddit and its users increasingly treat it as a search engine for practical information.

Despite its Little Red Book name, Xiaohongshu has little in common with the compilation of Mao Zedong ’s political writings and speeches. In fact, the app aspires to be a guidebook about anything but politics.

Conceived as a shopping guide for affluent urbanites in 2013, Xiaohongshu has morphed into a one-stop shop for lifestyle and shopping recommendations. Every day, its more than 300 million users, who skew toward educated young women, create, share and search for posts about anything from makeup tutorials to career-development lessons, game strategies or camping skills.

Over the years, Xiaohongshu users have developed a punchy writing style, with posts accompanied by images and videos for an Instagram feel.

Chinese social-media platforms are required to watch political content closely. Xiaohongshu’s focus on lifestyle content, eschewing anything that might seem political, makes it less of a regulatory target than a site like Weibo , which in 2021 was fined at least $2.2 million by China’s cyberspace watchdog for disseminating “illegal information.”

“I don’t expect to read news or discussion of serious issues on Xiaohongshu,” said Lin Ying, a 26-year-old game designer in Beijing.

The American frenzy over a Chinese app is the reverse of a migration in recent years by Chinese social-media users seeking refuge from censorship on Western platforms , such as X, formerly known as Twitter, or, more recently, BlueSky.

Just like TikTok users who turn to the app for fun, Xiaohongshu users also seek entertainment through livestreams and short video clips as well as photos and text-posts on the platform.

Xiaohongshu had roughly 1.3 million U.S. mobile users in December, according to market-intelligence firm Sensor Tower, which estimates that U.S. downloads of the app in the week ending Sunday almost tripled compared with the week before.

Sensor Tower data indicates that Xiaohongshu became the top-ranked social-networking and overall free app on Apple’s App Store and the 8th top-ranked social app on the Google Play Store on Monday, “a feat it has never achieved before,” said Abe Yousef, senior insights analyst at Sensor Tower.

Run by Shanghai-based Xingin Information Technology, Xiaohongshu makes money primarily from advertising, according to a Xiaohongshu spokeswoman. The company was valued at $17 billion after its latest round of private-equity investment in the summer, according to research firm PitchBook Data.

Not everyone is singing kumbaya. Some Chinese Xiaohongshu users are worried about the language barrier. And some American TikTok users are concerned about data safety on the Chinese app.

But many are hoping to build bridges between the two countries.

“Y’all might think Americans are hateful because of how our politicians are, but I promise you not all of us are like that,” one American woman said on a Sunday video she posted on Xiaohongshu with Chinese subtitles.

She went on to show how to make cheese quesadillas using a waffle maker.

The video collected more than 11,000 likes and 3,000 comments within 24 hours. “It’s so kind of you to use Chinese subtitles,” read one popular comment posted by a user from Sichuan province.

Another Guangdong-based user commented with a bilingual “friendly reminder”: “On Chinese social-media platforms please do not mention sensitive topics such as politics, religion and drugs!!!”

Why Do All These 20-Somethings Have Closed Captions Turned On?

As automatic captioning on TikTok and creative audio descriptions on Netflix go mainstream, so does accessibility

Caption Popularity

Improving Accessibility

Turning On Captions

Chinese users of Xiaohongshu, or Little Red Book, welcome Americans fleeing a feared TikTok ban