Gen Z and Millennials report using subtitles or closed captions for movies and TV at much higher rates than Gen Xers and baby boomers.

That’s the opposite of what many would expect, given hearing deteriorates with age, but accessibility and quality concerns remain at the forefront of older users’ minds.

Subpar subtitles could be the major culprit, suggesting that streaming platforms must further improve this feature if they want widescale adoption. 

Morning Consult Pro has more.