Should CTV ads have subtitles?

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Last updated: April 8, 2026

Quick Answer: CTV ads should include subtitles to enhance accessibility and engagement, as 85% of Facebook videos are watched without sound, and 69% of viewers watch videos with sound off in public places. The Americans with Disabilities Act (ADA) guidelines recommend captioning for digital content, and platforms like YouTube report that subtitles increase watch time by 40%. Implementing subtitles can improve ad recall by up to 25% and reach the 466 million people globally with disabling hearing loss.

Key Facts

85% of Facebook videos are watched without sound, highlighting the need for subtitles in digital ads
69% of viewers watch videos with sound off in public places, making subtitles crucial for engagement
The Americans with Disabilities Act (ADA) recommends captioning for digital content to ensure accessibility
Subtitles can increase video watch time by 40% on platforms like YouTube
Implementing subtitles in ads can improve ad recall by up to 25%

Overview

Connected TV (CTV) advertising has grown rapidly since the early 2010s, with the global CTV ad market projected to reach $31 billion by 2025, up from $8.1 billion in 2020. CTV refers to streaming content on internet-connected televisions through devices like Roku (founded 2002), Amazon Fire TV (launched 2014), and smart TVs. Unlike traditional linear TV, CTV allows targeted, interactive ads. The shift to streaming accelerated during the COVID-19 pandemic, with streaming hours increasing by 74% in 2020. Subtitles in CTV ads address accessibility needs, as approximately 15% of adults report hearing difficulty, and they align with broader digital accessibility trends under laws like the ADA (enacted 1990).

How It Works

Subtitles in CTV ads are implemented through technical processes involving caption files (e.g., SRT or VTT formats) synchronized with video playback. Ad platforms like Google Ads Manager or proprietary CTV systems integrate these files during ad serving. The process starts with transcription, where speech in ads is converted to text, often using automated speech recognition (ASR) tools with accuracy rates around 90-95%. Timing data is added to align text with audio, and the files are encoded into the video stream. On CTV devices, subtitles are rendered via on-screen display systems, allowing viewers to toggle them on/off through remote controls or settings. This ensures compliance with accessibility standards like WCAG 2.1 (published 2018), which requires captions for pre-recorded audio content.

Why It Matters

Subtitles in CTV ads matter because they enhance inclusivity, engagement, and compliance. For accessibility, they serve the 466 million people globally with disabling hearing loss, as reported by the WHO in 2021. In terms of engagement, subtitles help capture attention in sound-off environments, such as public spaces or quiet settings, where 69% of viewers mute videos. This can boost ad performance metrics: studies show subtitled ads have higher completion rates and recall. Legally, they reduce risks under accessibility laws like the ADA, which has led to lawsuits over uncaptioned digital content. Overall, subtitles make CTV ads more effective and equitable, supporting broader marketing goals and social responsibility.