"With subtitles on, I find myself being able to quickly gather what one character has said, look down at my phone, react to a message..."

"... then look up before that character has even finished their line. The viewing experience thus becomes multifaceted and efficient. The subtitles allow us to go on our phone but still absorb the content and gist of the TV show....  And social media itself has encouraged the use of subtitles across the board. It is now a given that most creators add text captions to their videos – without the option to turn them off.... This isn’t simply a trend but a feature anchored in the algorithm itself. Text captions, rather than dialogue, encourage the video to crop up in the TikTok search engine.... It began as an accessibility improvement, but the rapidity with which it has caught on suggests it’s business-oriented and crucial to getting that sweet algorithm boost. The fact that 85% of social media visual content is now watched on mute... coupled with the ease with which AI can generate subtitles without the need for human transcription, means we’re living in a subtitled world – one that is often poorly translated, low-quality and error-ridden...."

Writes Isabel Brooks, in "Most of gen Z watch TV with the subtitles on – and I understand why" (The Guardian).