ABSTRACT
In this chapter, I will introduce a rich body of empirical research into subtitling, particularly within audiovisual translation (AVT) research. I will first focus on the development of eye-tracking as a research method in AVT and provide an overview of various applications in understanding the reception of AVT products. I will then discuss how eye-tracking has been applied in non-standard subtitling including creative text-on-screen. I will then highlight that while the use of text-on-screen affects viewers’ experiences, our understanding remains limited, especially given the diverse nature of viewership. I will conclude by highlighting the need for further studies encompassing different viewership, underscoring the potential of using eye-tracking as a research method to compare viewers’ experience.
