Viewers want shows with diverse casts, report says
Audience demand for TV shows with diverse casts outpaced their supply in the last three years, according to a new study that challenges Hollywood assumptions about which programming travels well.
The number of diverse new shows in the United States — those with at least 40% people of color — surpassed non-diverse titles for the first time in 2019, according to the report, which Creative Artists Agency conducted with research firm Parrot Analytics.
The report found that the number of news shows with diverse talent increased to 71 in2019, up42% from50shows in 2017. During the same period, the supply ofnon-diverse shows rose 13% to69.
At the same time, the study highlighted that audience demand for shows with diverse casts rose 113% from2017 to 2019. Last year, the level of demand for shows with diverse casts was 17 times greater than the demand for the average U. S. TV show (it was eight times higher in 2017). Audience demand, as defined by Parrot Analytics, is ameasurement that factors in viewership via streaming and downloads, as well as audience activity on social media linked to the show and its research actions, such as reading or writing about shows.
In all, the study evaluated 380 scripted television debuts in the U. S. between 2017 and 2019 across broadcast, cable and streaming services. Among the popular newseries with diverse casts was HBO’s “Euphoria,” the edgy coming- of-age drama that won three Emmy Awards last month, including one for its star Zendaya.
The study also cited the Hulu series “grown-ish,” a spinoff of ABC’s “black-ish,” which was six times more in demand among U.S. audiences than the average TV title. The FX series “Pose,” which broke barriers for transgender actors and creators, was 10 times more in demand thanthe averageU.S. show, accordingtothereport.
Not all ethnicities shared in the growth. Latino casts were significantly underrepresented in TV show debuts, the study found. Latinos represent 18% of the U. S. population but accounted for only 5% of roles in newTV shows during the 2017-2019 period.