Verizon Media Says 69 Percent Of Consumers Watching Video With Sound Off
https://www.forbes.com/sites/tjmccue/2019/07/31/verizon-media-says-69-percent-of-consumers-watching-video-with-sound-off/?sh=2b7e6ca835d8
When Forbes posted this article in 2019, we were having the exact same conversation in my office. Now in 2022, the numbers are higher and we're seeing that the overwhelming majority of our NBA fans are consuming our digital content in silence. Our competitive advantage is that unlike most products, the product of sport is easily communicated with visuals, even when the small nuances are lost. Even though the announcer voiceovers, crowd roars and player banter enhances the excitement, you don't need to hear it to know that there is a shared passion and intensity between everyone in the room, thus motivating people to want to go to a game. But what about other products, ones that need more help introducing themselves?
I don't have the answers, but I know that whatever automated captions Facebook is using is not working well. In my experience, words are often mismatched and meaning is lost. That may not be a big deal for a non-essential product's marketing campaign, but it could have larger consequences for essential products, news media, etc. Should all companies be incorporating their own captions until there are more sophisticated softwares to choose from? When will captions become more mainstream in digital marketing and thus create a new standard for consuming content?
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