Subtitles and Accessibility

This article presents the results of an in-depth examination of the media consumption patterns and subtitle preferences among the deaf community in China. After a description of this community and the Chinese audiovisual landscape, the results of a questionnaire administered to 228 Chinese participants will be presented. The participants answered questions regarding their video-viewing habits and their preferences for Subtitling for the Deaf and Hard of Hearing (SDH), including character identification, and information on sound, tone and music. A key finding for Chinese viewers is the demand for more programs to be subtitled as well as for verbatim subtitles. The study shows partial satisfaction with current media offerings. Aligning with broader digital trends, this group identified mobile devices as the primary medium for video consumption Lay summary Access to audiovisual media remains a major challenge for deaf people, as most films, television programmes and online videos are still designed primarily for hearing audiences. Subtitles play a crucial role in making media accessible, yet little is known about how deaf viewers themselves experience and evaluate existing subtitle provision, particularly in the Chinese context. In this study, we explored media consumption habits and subtitle preferences among members of the deaf community in China. We focused on how often deaf viewers use subtitles, which devices they use to watch videos, and what types of subtitle features they consider most important. To do this, we conducted a large-scale questionnaire study with 228 deaf participants from different regions in China. Our findings show that subtitles are essential for everyday media access, but current provision does not fully meet the needs of deaf viewers. Many participants expressed dissatisfaction with the limited availability of subtitled content, especially on television and online platforms. There was a strong demand for more programmes to include subtitles as a basic accessibility feature. Participants also reported a clear preference for verbatim subtitles that closely reflect the original spoken dialogue, rather than simplified or reduced versions. In addition, deaf viewers highlighted the importance of subtitles that include information beyond spoken words. Features such as character identification, descriptions of sounds, tone of voice and music were considered particularly valuable for understanding the narrative and emotional content of audiovisual material. These preferences underline the relevance of subtitling for the deaf and hard of hearing (SDH) as a distinct accessibility service, rather than treating all subtitles as interchangeable. The study also shows that media consumption habits among deaf viewers in China are changing. In line with broader digital trends, mobile devices were identified as the primary platform for watching videos, surpassing traditional television. This shift has important implications for how accessible content should be designed and delivered. By giving voice to deaf viewers’ experiences and preferences, this study provides empirical evidence to inform future subtitle practices and media accessibility policies in China. The results highlight the need for more inclusive subtitle provision that better reflects the real viewing conditions and expectations of the deaf community.