Roy Morgan Research says a majority of Australians under 35 prefer to watch content with subtitles or captions.
Roy Morgan’s Chief Executive Officer Michele Levine says, “Clearly a key part of this split is due to the diverse younger population. Australian immigration policy favours skilled younger workers and in recent years the traditional migrant sources in Europe have been replaced by countries in Asia led by China and India.”
That cultural shift is also reflected in where younger people get their news. Younger Australians are more likely than older people to prefer their news/ entertainment in a language other than English.
The shift is interesting as it could drive a change in how news and entertainment are presented. The increased use of subtitles and captions means producers will need to frame shots differently. Captions and subtitles to be displayed without detracting from the information or entertainment. There will also need to be a greater focus on ensuring the text is correct and does not misinform viewers.
Anthony is the founder of Australian Apple News. He is a long-time Apple user and former editor of Australian Macworld. He has contributed to many technology magazines and newspapers as well as appearing regularly on radio and occasionally on TV.