XR data reveals advertiser adoption of subtitling has doubled

Adoption of subtitling in UK advertising has doubled in just two years, rising from 27 percent in 2024 to 54 percent so far in 2026, according to new data from XR Extreme Reach. 

The findings point to a meaningful shift in how the industry approaches accessibility, with every ad category increasing caption usage year-over-year, suggesting this is a structural change rather than a short-term trend.

The XR data highlights both progress and gaps. Government advertising saw the steepest rise of any sector, up 51 percentage points, while Beauty and Personal Care leads all categories with 81 percent of ads subtitled. Automotive, however, lags behind at just 28 percent, the lowest of any industry tracked, pointing to a persistent accessibility blind spot that the sector has yet to address.

“More viewers are choosing to watch TV series and social content with subtitles on, often by default, and advertisers are clearly taking note,” said June Johnson, Director of Accessibility Services, XR. “Subtitle adoption has doubled in two years, which is a remarkable pace of change and a real sign that the industry is stepping up. When people can both see and read the message, recall and comprehension increase, making advertising more effective and inclusive for everyone.”

The rise in subtitled advertising reflects changing viewing habits, particularly among younger audiences, with 61% of 18–24-year-olds watching video with subtitles. However, with nearly half of ads still lacking captions, brands risk missing a significant share of viewers who rely on or prefer captioned content.