You might remember a Stranger Things viral moment earlier this year involving the word “squelch,” all thanks to the popularity of subtitles for young viewers. The show, in all its otherworldly villain glory, used subtitles like “wet footsteps squelch” and “desiccated withering” to describe the sounds of the scene for viewers using subtitles. But it’s not just those who are hearing impaired who are seeing those descriptive words as the shows’ action plays out now, it’s tons of young people, who are making subtitle use while watching TV the norm. But why are young people into subtitles if they don’t need them, and how many are actually using them? In our latest TV and Entertainment report, YPulse asks 13-39-year-olds about the TV and movie content they watch (we cover social media entertainment in our Media Consumption Monitor and The TikTok Effect trend report), and what their viewing experiences are like now. When we ask whether they prefer subtitles or not when watching TV, the majority tell us they are...
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