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When you think about transcripts, you probably picture a text version of spoken dialogue. That’s a start, but it’s not enough.
Standard transcripts only capture what’s said. Descriptive transcripts go further. They include non-speech elements like sound effects, key visuals, speaker identifiers, and scene changes. This makes content accessible to people who are Deafblind, those using screen readers, and anyone who can’t see or hear key elements of the video.
And with the European Accessibility Act (EAA) taking effect on 28 June 2025, getting this right isn’t optional anymore.
Hi, I’m Holly. I work with teams to improve media accessibility for everyone—using AI to check and fix things like captions, transcripts, create descriptive transcripts and audio descriptions. That’s what we do at scale.
Descriptive transcripts vs. standard transcripts: What’s the difference?
In short, this is how standard and descriptive transcripts are different and what it means for you.
How descriptive transcripts support EAA and WCAG compliance
The Web Content Accessibility Guidelines (WCAG), which underpin the EN 301 549 standard referenced by the EAA, specifically require descriptive transcripts for pre-recorded video-only content. This includes:
- Marketing videos with music but no voiceover
- Product demos with on-screen UI but no narration
- B-roll footage used in websites or social media
Without a descriptive transcript, these videos fail accessibility compliance—even if you’ve added captions elsewhere.
Where descriptive transcription is essential: Key industries and use cases
Several industries produce high volumes of visual-first content with minimal or no speech—making descriptive transcription essential:
- Consumer Electronics – Product showcase videos, feature highlight reels, or tutorials where features are shown visually (e.g. camera or phone UI demos).
- Banking & Financial Services – Walkthroughs of mobile apps, explainer animations, or UX demo videos with no narration.
- Automotive – Car feature demonstrations, design unveilings, or driving footage that relies on music and visuals rather than speech.
- Retail & eCommerce – Seasonal campaign videos or product highlights showing item usage, without spoken explanations.
- Healthcare & MedTech – Equipment demonstrations or procedure overviews that use visual cues only.
These are exactly the types of content the EAA targets. If they’re pre-recorded and lack a descriptive transcript, they’re not compliant—regardless of how visually polished they are.
Descriptive transcripts in real-world use
Think of a typical product demo video: buttons are clicked, results change on screen, animations highlight product features—but no one says a word. That video needs a descriptive transcript to explain:
- What actions are being taken
- What visuals are changing
- What outcome or feature is being demonstrated
It’s not just for compliance. It’s for inclusion. And it makes your product accessible to people using screen readers—something standard captions can’t do.
A Visual Example in Practice
Here’s a short product demo video with no voiceover or captions. At first glance, it looks clean and professional — but if you're using a screen reader or can't see the visuals clearly, there's no way to understand what’s happening.
Without audio or a descriptive transcript, this content is not accessible and not compliant with the European Accessibility Act (EAA).
📝 Below is what a descriptive transcript should look like for this video:
[0–2 seconds]
A matte black Vorex Smart Air Purifier sits on a white stone countertop in a sleek, modern home. The room is softly lit with natural daylight. The device powers on, and a soft white LED ring glows gently around its base.
[2–4 seconds]
A hand enters the frame and taps the touchscreen on the Vorex purifier. The screen lights up, displaying accessible, high-contrast icons and live air quality data. The “Auto Mode” icon is visibly selected.
[4–6 seconds]
The top of the Vorex purifier opens smoothly. A faint stream of air rises from the vent. The camera pans slowly across the device, focusing on the open top and glowing screen.
[6–8 seconds]
Close-up of the digital interface shows improved air quality status. The LED ring at the base remains softly lit. The final shot frames the full Vorex device in the minimalist kitchen setting.
Audio: No audio or voiceover is present.
Accessibility audits and the compliance gap descriptive transcripts fill
If your video has no speech, captions alone won’t meet WCAG. You need a descriptive transcript to explain what’s happening. This is why companies now include them in video accessibility checker reports, audits, and procurement reviews.
With the EAA around the corner, many are scrambling to understand what’s needed. This one’s often overlooked—and it’s one of the most impactful.
Business benefits of descriptive transcripts for accessibility and SEO
Adding descriptive transcripts isn’t just about meeting standards—it creates tangible value across multiple areas:
Stronger SEO: A study by Liveclicker found that adding transcripts to videos resulted in a 16% increase in revenue on average. Search engines index text, not video—so transcripts improve discoverability and page rank.
Better Engagement: Forrester Research found that improving user experience—including media accessibility—can lead to a 200% increase in conversion rates. Descriptive transcripts help provide full context, which improves comprehension and engagement.
Broader Reach: According to Forbes, 80% of people use captions, even when they don’t need them for hearing reasons. Descriptive transcripts extend that utility even further, especially in quiet or sound-off environments. (Forbes)
Legal Risk Reduction: In the US, over 4,000 ADA-related digital accessibility lawsuits were filed in 2024 alone (UsableNet). While not all apply to the EU, this underscores the rising legal exposure globally when web accessibility is overlooked.
Enterprise Preference: 71% of procurement leaders say they favour vendors that prioritise inclusion and digital responsibility (Accenture). Including descriptive transcripts in your content demonstrates proactive accessibility compliance—something increasingly evaluated in RFPs and tender processes.
Content Reuse Efficiency: Teams that build transcripts into their workflow reduce content repurposing time by up to 50%, according to internal Subly partner data. A good descriptive transcript can become a product summary, support doc, or blog post with minimal rework.
How to create a high-quality descriptive transcript
Creating a high-quality descriptive transcript means going beyond dialogue. Here’s what you need to include:
- Spoken content – Just like a regular transcript
- Visual descriptions – Actions on screen, expressions, setting, UI changes
- Sound cues – Music, background noise, alerts, or silence
- Speaker identifiers – Especially when there’s more than one voice or speaker off screen
- Scene changes or timing markers – To help orient users to what’s happening
Tips for clarity and screen reader accessibility
- Watch the video with the sound off—note every action or visual cue that matters
- Then listen with your eyes closed—what sounds or music are important to the message?
- Keep the descriptions concise but informative. The goal is clarity, not creative writing
- Use clear formatting to separate dialogue and descriptions for screen reader clarity
If you're looking to simplify this process, Subly’s AI-powered video accessibility checker first identifies whether a descriptive transcript is required (not all videos need one). If needed, you can then generate it using our AI tools within the Subly editor, or request support through our human accessibility services — both designed to help ensure quality and compliance with the European Accessibility Act (EAA).
