90% of global TV ads lack accessibility features like captions, missing an $8 trillion audience, according to a new report from XR.
Captions boost brand linkage by 18%, yet less than 1% of streaming ads include them, highlighting a gap in advertiser action.
Major brands like Procter & Gamble are beginning to address this accessibility gap, seeing it as both a moral and business imperative.
A staggering 90% of global television ads lack basic accessibility features like closed captions, causing brands to miss a massive audience with an estimated $8 trillion in spending power, according to a new report from creative operations company XR. The oversight effectively means millions of ad impressions are lost on viewers who can’t understand the content.
The new silent majority: This isn’t just an accessibility issue; it reflects a complete shift in viewing habits. Captions have become the default for silent scrolling on public transit and for younger generations who simply prefer them, with over 75% of millennials and Gen Z regularly watching with them on. For advertisers, that habit has a direct impact on performance, as data shows that including captions boosts brand linkage by 18%.
A canyon of inaction: XR’s analysis reveals a canyon between platform capability and advertiser action. While broadcaster readiness for accessible ads is high, brand adoption in most markets is stuck below 30%. The problem is even worse on streaming platforms, where less than 1% of ads on connected TV include captions or audio descriptions.
An obvious fix: The inaction isn’t just a missed opportunity; it’s a fundamental misunderstanding of how people consume media today. As major brands like Procter & Gamble begin to address the issue, Indeed’s Director of Accessibility Donna Bungard frames it simply: “Making ads more accessible isn’t just the right thing to do, it’s a smart business decision.” This report highlights the growing economic case for the multi-trillion dollar “disability economy,” a market often overlooked in product design and advertising. For those tracking progress, the findings can be compared against last year’s benchmark report from XR, which established the initial scale of the problem.
Reading Recap:
© Copyright 2025 State of Streaming
