Why do Gen Z watch TV with subtitles on? Youngsters reveal why they can't do without them - from fear of missing a crucial line to deciphering strong accents

Published: 06:21 EDT, 27 October 2026 | Updated: 06:51 EDT, 27 October 2026 It's a question that puzzles many older Brits – why do Gen Z insist on watching TV programmes and movies with the subtitles on? A new YouGov study of more than 35,000 Brits shows that more than half (53 per cent) of 18-24-year-olds say they prefer to have the subtitles switched on. In contrast, just 20 per cent of 55-64-year-olds say the same. As part of the study, YouGov quizzed subtitle-fans on their reasoning – and uncovered several key themes. Some said they find dialogue hard to make out, while others claim they find unfamiliar accents hard to follow. 'A few gave other reasons for keeping subtitles on. These include keeping the volume down to avoid disturbing neighbours or sleeping children, and needing extra help to take in dialogue because of ADHD, autism or auditory processing difficulties,' YouGov explained.'Others mention characters who talk too quickly, wanting to follow a programme while doing something else, such as looking at their phone or knitting, or living with someone who needs or wants subtitles on, such as a hard–of–hearing partner.' YouGov's survey found that across all age groups, 30 per cent of Brits watch TV with subtitles on. To understand why, the research firm used an AI bot to ask respondents: 'Following on from our question about using subtitles when watching TV, can you tell us more about why you generally use them?'.Overall, the answers fit into six key groups. Some subtitle users said they find dialogue hard to hear, blaming poor sound mixing, loud music, and a more naturalistic, mumbled style of acting. 'I often struggle to hear quieter dialogue or understand what's happening when multiple sounds overlap, so keeping the subtitles on is like safety barriers almost, ensuring I know what I should be hearing,' one young woman said. Others say they see subtitles as a safeguard against missing a crucial plot point, with one young man explaining: 'It means I don't miss anything and have a full understanding of what's going on without having to rewind.'Subtitles have simply become the norm for others. 'It's become a habit for me to have them on. I feel strange without them!' one respondent said. It's a question that puzzles many older Brits – why do Gen Z insist on watching TV programmes and movies with the subtitles on Some find particular accents hard to follow, and say subtitles help them to understand dialogue they would otherwise struggle with. Background noise from children, pets, or passing traffic was also a major theme. One woman said: 'I have always lived in flats or house shares and don't want to disturb neighbours with loud TV.'Meanwhile, some subtitle fans are simply hard of hearing, and describe subtitles as a necessity rather than a preference. 'I wear hearing aids so subtitles help and it means I don't have to raise the TV volume as much - although my wife is not hearing impaired, she will request that the subtitles are on a lot of the time,' one male respondent said. The survey comes shortly after scientists claimed that parents should turn on TV subtitles to help their children learn to read. Researchers found that children aged four to seven are twice as likely to become proficient readers if they watch TV with subtitles turned on. And popular cartoons like Peppa Pig and Bluey even contain a high number of 'high frequency words' that can help your child get ahead with their reading. Henry Warren, co-founder of the Turn on the Subtitles campaign, said: 'I like to think of it a bit like sneaking vegetables into dinner — the children don't notice, but you know you're doing them the world of good.'