Clear Audio: Understanding Audience Expectations for Dialogue Intelligibility

It’s game night, and the living room is filled with friends and family eagerly watching the big match on a sleek new TV. Crowd noise from the stadium booms through the slim-profile speakers; announcers break down plays, and then — confusion. A critical call is made, but the dialogue is lost in the crowd’s roar. The host scrambles for the remote, toggling the volume. Everyone looks around, asking, “What did they just say?”

It’s a common issue. According to an Xperi survey, 84% of viewers report difficulties understanding on-screen dialogue.

Even with large screens and stunning visuals, it is a stark reminder for TV manufacturers that audio quality remains a critical part of the viewing experience. If the televisions you’re putting on the market today aren’t delivering on dialogue clarity, it may be time to rethink your approach.

The changing landscape of dialogue clarity

When users can’t understand dialogue, they’re left frustrated. They may even decide that their television doesn’t meet their needs. The dialogue intelligibility challenge isn’t new for manufacturers, but traditional post-processing solutions, distribution formats, and alternate soundtracks often fall short. Emerging machine learning (ML)-powered technologies have shifted the conversation and created new options.

In a competitive home entertainment market, audio quality has become a major differentiator. It is increasingly shaping buying decisions, with 94% of respondents in an Xperi and Opinium Research survey prioritizing it ahead of screen size or video resolution. Manufacturers should ask: Are our products delivering the dialogue clarity customers want?

How audiences consume content has also evolved, directly impacting expectations for sound quality. Viewers watch content from multiple sources and on multi-device setups, leading to inconsistent audio experiences in a fragmented content landscape. On top of that, they’re watching TV in busy homes with competing noises, like humming appliances, laughing children or barking dogs. Consumers also have unique needs, such as:

• Watching late at night and keeping the volume low to avoid disturbing others.
• Living in apartments with thin walls, limiting how much they can turn up the volume.
• Watching content in unfamiliar languages, increasing the need for clear, precise dialogue.
• Neurodivergence, sight impairments, or other challenges that lead to the need for highly personalized audio settings.

Demographics also shape audio preferences and needs. A study from the Fraunhofer Institute found that 90% of people over 60 struggle with dialogue clarity — a significant insight, considering that the World Health Organization (WHO) projects this population will reach 1.4 billion by 2030. Hearing challenges of all types are on the rise. By 2050, the WHO estimates 2.5 billion people worldwide will experience some degree of hearing impairment. Even younger viewers, including Gen Z and millennials, have their preferences, seeking intuitive solutions that provide crystal-clear audio as they multitask. TV manufacturers have a strong business case to address dialogue clarity across customer audiences.

Behavioral trends for TV manufacturers to understand

Many viewers rely on subtitles to understand dialogue. According to the Xperi survey, up to 77% report turning them on, with 30% using them all or most of the time. While subtitles provide a temporary solution, they disrupt immersion. Consumers may also toggle the volume up and down, creating frustration and reducing engagement. When that doesn’t work, they might turn to the settings. However, audiences expect “set it and forget it” solutions. Complicated menus and manual adjustments add friction to the viewing experience.

The bottom line? Frustrated viewers aren’t just adjusting the volume and settings — they’re questioning the value of their televisions and exploring alternative devices or platforms. Manufacturers looking to build brand trust and maintain audience engagement can use these behavioral trends to help identify the most effective solutions.

What do viewers need from dialogue intelligibility solutions?

Solving the dialogue clarity problem requires a solution that aligns with audience expectations and behaviors. Four key considerations emerge:

1. Clarity without complexity: Viewers want solutions that automatically offer clear dialogue — without constant manual adjustments or toggling between settings. For manufacturers, that points to the need for context and content-aware solutions that dynamically adjust to environmental factors.
2. Customizability: Audiences are interested in intuitive controls, such as sliders or dedicated buttons, that allow them to enhance dialogue levels based on their needs. Choose solutions that can be delivered in various ways and fit your brand. For example, 38% of viewers were interested in a dedicated remote-control button, according to a Xperi survey.
3. Consistency across content: Audiences consume content across platforms, including streaming, cable and more. They’re interested in a consistent audio experience regardless of platform or source.
4. Inclusivity: Solutions must address diverse needs, including hearing impairments, language barriers and different viewing environments. The greater personalization that solutions can deliver, the more effectively they meet the needs of different customer segments.

Emerging technologies offer a competitive edge

Addressing dialogue clarity means meeting audience expectations for a seamless, frustration-free experience. Innovative technologies powered by machine learning help manufacturers deliver crystal-clear dialogue across all types of content, environments and demographics.

ML-powered solutions have unlocked new capabilities for separating audio tracks into dialogue, music and effects. On-device solutions, such as DTS Clear Dialogue™, work with existing TV chipsets. Manufacturers can integrate advanced dialogue clarity technology without costly redesigns, delays or additional engineering efforts.

The opportunity is clear: In the Xperi survey, 79% of buyers expressed interest in purchasing a television with built-in DTS Clear Dialogue technology. Opt for next-generation solutions that align with audience needs, drive satisfaction and set you apart in the competitive home entertainment market. The time to take the viewing experience — and your brand — to the next level is now.

Download our e-book on how OEMs can take advantage of ML to create better audio experiences here.