In today’s digital landscape, video content has become a cornerstone of communication, education, entertainment and networking. From online courses and corporate training video to digital ads and social media content, video production plays a vital role in engaging communities and customers across a wide range of industries.
Despite its ability to bring people together through the widespread distribution of information, video content still poses some accessibility challenges to web users with disabilities, including those with neurodivergent conditions and specific learning needs. In the hope of addressing some of those challenges, many governing bodies in the US and around the world have adopted and implemented a variety of video accessibility requirements to help level the playing field and provide more equitable and engaging content experiences to people of all backgrounds and abilities. In this blog, we will cover some of the most crucial accessibility guidelines and discuss best practices for ensuring your video content is accessible and inclusive for all.
Video accessibility: The basics
In the past, many considered video accessibility to be “nice-to-have” feature. Today, however, video accessibility is considered an absolute must-have for consumers and regulatory bodies alike. In the United States, it is estimated that more than 1 in 4 adults identify as having some type of disability. More specifically:
- 13.9% of adults have cognition disabilities
- 6.2% of adults are Deaf or hard of hearing
- 5.5% of adults are blind or have low vision
Given the fact that such a high percentage of the US population identifies as having at least one disability, it’s critical that content creators, business owners and thought leaders consider the accessibility of the content they share in digital spaces.
In addition to supporting those with physical disabilities – such as those who are Deaf or hard of hearing – accessible video content also plays an important role in supporting individuals with neurodivergent conditions and specific learning needs, as well as those who are consuming content in a non-native language. For this reason, taking proactive steps to ensure your video content is inclusive and engaging is one of the best ways to expand the reach of your content, providing more positive and empowering experiences to your entire audience.
Must-know video accessibility requirements
In the United States, various legal frameworks mandate accessibility in digital spaces as well as physical ones. These standards apply to video content shared online and offer a number of requirements for ensuring audio and video materials are accessible to all. Two primary regulations are pivotal to this end:
- The Americans with Disabilities Act (ADA): The ADA is a comprehensive civil rights law that prohibits discrimination based on a person’s disability status. While the ADA doesn’t currently mention online video content explicitly, Title IV of the ADA has long been safeguarding the accessibility of telecommunications, and in 2019 the US Supreme Court upheld a ruling clarifying that the protections of the ADA apply to digital spaces as long as physical ones.
- Web Content Accessibility Guidelines (WCAG): WCAG is a set of recommendations created by the World Wide Web Consortium (W3C) to improve web accessibility for people with disabilities. These comprehensive guidelines lay out several accessibility best practices pertaining to various aspects of digital content, including video. WCAG dictates that all digital spaces and content shared therein should be perceivable, operable, understandable and robust in order to ensure that individuals with disabilities receive equitable access to digital spaces.
How to boost video accessibility
With the growing need for web accessibility and video accessibility across every platform, business leaders and content creators can take steps to improve the accessibility of their video content and support the accessibility requirements outlined above. Here are a few video accessibility resources that can be used to deliver more equitable content experiences to those with disabilities and specific learning needs.
Captioning and subtitles
Closed captions have long been recognized as a first-line solution for boosting the accessibility of video materials. Captions provide a textual representation of spoken dialogue, sound effects and other audio elements present in a video recording or live broadcast. Accessibility standards like WCAG dictate that captions must be present in any video wherein information is being shared auditorily. This means that almost any video shared online (short of a silent film) should include accurate captions to support the needs of audience members who are Deaf or hard of hearing.
Captions can also be a valuable tool for audience members with neurodivergent conditions or any individual who needs/prefers to engage with information in a readable format. Similarly, captions can be used to great benefit by individuals who are tuning in to consume video content in a non-native language. In these cases, subtitles can also be employed, but it is important to note that subtitles typically only provide a readable version of the spoken dialogue of a video and do not include non-speech audio elements. The absence of these non-speech audio elements can negatively impact accessibility for those with hearing loss, so it is often best to invest in generating closed captions for videos rather than employing subtitles to provide more comprehensive support to viewers.
Transcripts for videos
Transcripts are written documents that provide a long-form, verbatim account of the spoken content in a video. Transcripts can be incredible valuable tools in corporate or educational settings because they can provide word-for-word readouts of important information shared in lectures, courses, meetings and more.
Transcripts can also be used to support remote or hybrid employees who may need to tune in for virtual meetings from noisy environments, and searchable transcripts make it even easier for students and employees to find and reference critical information long after a meeting or class has concluded. Additionally, content creators can use written transcripts to boost their SEO rankings, as posted transcripts make the text of a video more readily accessible to search engines and their algorithms.
Audio description
So far, we’ve discussed a number of considerations for boosting accessibility for individuals with hearing loss, but online users who are blind or have low vision can also benefit immensely from accessibility tools like audio description. Audio description is an accessibility solution that uses audible narration to convey essential visual information shared in video content. Audio description – sometimes referred to as “descriptive narration” – can be used to convey visual elements like physical settings, written signage, on-screen text and more. This feature is crucial for individuals who are blind or have low vision, as it ensures they don’t miss out on any critical information.
Audio description has also been recognized as an effective tool for supporting viewers with neurodivergent conditions because AD tracks can be used to describe on-screen non-verbal cues and behaviors that some individuals may need additional help to interpret.
Additional tools for enhancing video accessibility
Beyond captions, transcripts and audio descriptions, there are several other tools and resources professionals can implement to improve their video accessibility:
Sign language interpretation: Including a sign language interpreter in videos can further aid individuals who are Deaf or hard of hearing. ASL interpretation may capture more of the nuances of communication than can be conveyed by captions alone.
Accessible video players: Creators can take advantage of accessible media players – like the Verbit Smart Player – to make their accessible video content more easily shareable. These video players are typically designed with built-in accessibility features like keyboard navigation and adjustable playback speeds, as well as standard and extended audio description capabilities.
Benefits of accessible video
In addition to enhancing accessibility for community members with disabilities, prioritizing the accessibility of video content can have far-ranging benefits for all audience and community members. Some of those benefits include:
Increased engagement: Captions and transcripts can enhance viewer engagement by allowing users to follow along without audio. This is especially beneficial in environments where sound cannot be used, such as in noisy public places.
Improved comprehension: Non-native speakers or any individual who prefers engaging with information in a written format can benefit immensely from the presence of captions and transcripts. Additionally, individuals with neurodivergent conditions like ADHD may find it easier to follow and retain information when they receive input via readable and auditory formats simultaneously.
Boost engagement and accessibility with Verbit
As digital video continues to dominate across practically every industry, the need for accessible video will continue to grow exponentially. By implementing accessibility best practices like employing assistive technology solutions, business leaders and content creators alike can expand their audiences and deliver more positive, engaging experiences to the members of their communities.
Verbit is proud to offer a comprehensive suite of video accessibility solutions like captioning, transcription and audio description that were specifically designed to meet the needs of professionals across multiple industries while supporting new and evolving accessibility requirements. Whether you are looking to deliver more inclusive content experiences or enhance the accessibility of your next virtual meeting or seminar, Verbit’s solutions can help you raise the accessibility bar and offer meaningful support to all members of your community.
Reach out today to learn more about Verbit’s assistive technology solutions or to further explore how tools like captioning, transcription and audio description can boost video accessibility for all.