According to the post Subtitles Lend Staying Power to Online Video:
When subtitles are overlaid on video, people spend more time watching it, the study found. Without subtitles, videos were watched (on average) 66% to completion, compared with 91% with subtitles — an average improvement in audience viewing of 38%...
The impact of subtitles was most pronounced among Spanish-speaking audiences. Viewers watched nearly 50% more of the video when subtitles were present.
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