What’s up with captions in a lot of videos lately?

So lately I have noticed captions in a lot of videos lately, like if you come across an ad post on social media, it will have captions in the actual video, and not like YouTube where you can enable/disable the CC option. Maybe I have missed something, but I’m not sure what has made people do this all of the sudden. If this is because social media doesn’t have the CC option, then why has it started happening a lot just recently and not since the beginning of social media? I’m wondering if anyone else here has noticed the same thing, and if so, if you have any thoughts about it. I personally cannot ignore them as much as I try, which is why I don’t like seeing them there without an option to disable them.