One of the report’s key takeaways after examining viewing patterns for households of different ethnicities is that audiences are much more likely to engage with content where they see themselves represented
. More specifically, the study found a positive correlation of 43% among households of diverse ethnicities watching programs with higher percentages of non-white stars.Netflix & Prime Video Lead Streaming Viewership Growth In May; Roku Channel Becomes Third FAST Service Reported By Nielsen
Samba reports that Black households saw the strongest correlation, with 67% watching programs with a higher percentage of Black leads. For Asian and Hispanic households, this correlation was lower, which Samba conjectures may be impacted by a more “sporadic” representation for these groups on screen.
Overall, this correlation was higher on streaming, where the positive correlation between diverse households watching shows with diverse leads was 53%. On linear, that number was 38%. However, linear was heavily boosted by Black households, which were extremely likely to watch cable and broadcast programming with Black leads.
Black leads made up 14%, which was the second highest in terms of representation. Hispanic actors were dramatically underrepresented, making up only 10% of TV leads despite comprising nearly 20% of the population. That goes for both linear and streaming.Beef, Sweet Tooth, Shadow and Bone, Obsession“The data shows that greater on-screen representation will tend to increase viewership overall and among diverse populations,” said Samba TV CEO and co-founder Ashwin Navin.
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