After all, subtitles are a notoriously big obstacle for American movie audiences, who rate foreign-language films the lowest of all film genres. The platform’s closed captioning hashtag, #cc, sits at more than 4 billion views. Users can write their own - in a number of eye-catching fonts and colors - or, as of April, let TikTok auto-generate them. Open the app and you’ll see them everywhere: overlaid atop memes, embedded in stand-up comedy clips, flashing by in movie trailers. A video app known primarily as a place to watch dances and lip-syncs set to popular songs, TikTok has emerged as an unlikely forum for text in the form of its increasingly ubiquitous captions.
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