Research-Backed Expressive Subtitles
Standard subtitles tell you what was said. They strip away how it was said. We tested what happens when you bring that emotion back in two studies: a controlled online study with 346 hearing participants and a screening with 65+ Deaf and hard-of-hearing participants from the Berlin Deaf Community.
"First time I've experienced this type of captions, it's awesome! I hope it'll be available on streaming platforms soon."
"Describe the sound with subtitles. That way I feel like I can hear."
The audience every platform is fighting for. And they prefer PHONT
When broken down by age group, Gen Z showed the strongest response to expressive captions across every measured dimension, from immersion and emotional clarity to adoption intent.
"I really enjoyed the Expressive Captions because they were more intense and enhanced every feeling portrayed in the videos."
"I really love the idea behind expressing emotions and feelings by looking at the captions. It creates a sort of connection and empathy."
What this means for platforms: Gen Z grew up with expressive text on TikTok, Instagram Stories, and gaming. For them, animated captions aren't novel, they're expected. Platforms that offer expressive subtitles speak the visual language of their most valuable demographic.
Given free choice, what do people pick?
We gave 215 participants three options: PHONT captions, standard captions, or no captions at all. They could switch freely while watching. Here is what they chose.
Final Caption Mode Selected
"I liked the emotive captions, especially for the last clip. They were much more interesting and evocative."
Study Participant"It just adds cool aesthetics, and combines well with the atmosphere of the clip."
Study Participant"I especially liked the expressive captions. They seem integral to the semantic content and fully convey its dynamics."
Study Participant"But doesn't it distract from the content?"
The first question every platform asks. We tested it directly: participants watched clips with PHONT, standard captions, or no captions, then answered comprehension questions. The scores were equivalent across all conditions. Expressive typography adds emotional depth without costing understanding.
Engagement
The more emotional the content, the stronger the preference
PHONT preference scales with the emotional intensity of what people watch. For high-stakes content like horror and thriller, nearly half of all participants preferred PHONT. These are the genres streaming platforms invest in most.
"Even though I was skeptical at first, I think if they are done properly it can be quite fun. It has potential to be very good and it was most of the time."
Study ParticipantDo people want this on their streaming platforms?
After experiencing PHONT, we asked participants if they would want this kind of caption on platforms like Netflix or Disney+.
"Would you want PHONT-style captions on streaming platforms?"
Validated by the people who need it most
Numbers tell one story. But a screening with 65+ members of the Berlin Deaf Community, Sinneswandel, and partners including ZDF told another: this technology changes how deaf and hard-of-hearing viewers experience content.
"Please make PHONT available on public channels!"
"Where can I invest as a deaf person?"
"Great work, team! The first step has already been extremely successful."
"Let me know when PHONT is available."
Watch the Screening
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