The localization industry has got a great push in the recent 10-15

years and it has, in turn, pushed forward the market for captioning

and subtitling. Whereas the cinema world is already very well conversant

with these services, the buzzing digital marketing space has revealed the need of these services to modern day corporate houses and technology

companies as well.

However before delving into the details, just have a glimpse about the basic difference between these two?

Both subtitling and captioning are meant to transcribe the audio and video for easy understanding, but their purposes are bit different. While the former one is mainly used for foreign films and other pre-recorded videos such as TV shows, captioning is commonly used for deaf or hearing impaired audiences. In captioning, the text, written in white in a black box, appears after a second or two after being spoken.

Besides that, subtitles are put at the bottom of the screen while captions can be placed anywhere. As they are mainly meant for deaf individuals, they are intended to make the voice distinctions of different speaker clear to the audience.

The one thing which is common to both is that both of these have to consider the vocabulary and reading skills of the target audience.

Videos are big thing today,thanks to YouTube and Vimeo.

Today, a major chunk of internet traffic is for videos. Videos that

available with subtitles and captions in different languages are sure to get a bigger audience than the ones which are available in a

single language and that too without any captions or subtitles.

Why is it in demand?

It is surprising to note that as per a study by Office of Communication, UK, among the total users watching captioned videos, 80% viewers were those who were actually not hard of hearing. People feel more comfortable & connected to content when a video is subtitled or captioned. In short, captions and subtitles are strong factors in boosting your viewership.

However, you must understand that these services need precision and accuracy which can only be achieved if the translators & transcribers come from a reliable and professional captioning and subtitling company.

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