March 17, 2022
STARZ, in partnership with UCLA’s Center for Scholars & Storytellers, released an international consumer survey examining consumer perceptions and demands for diverse, authentic, and inclusive media representation.
Among the main conclusions of the International audiences want to see more diverse representation on and off screen survey, the results indicate that on-screen diversity and behind-the-camera diversity are important drivers of how international audiences choose content.
Respondents from many countries, adults aged 18-90, said it was important to have a diverse and female representation behind the camera in multiple countries. In response to questions about whether they felt characteristics important to their identity were well represented on TV and in current media, results show that women felt significantly less represented than men, and the majority of respondents felt that they were not accurately represented, demonstrating a need to continue to improve on-screen and off-screen representation for global audiences.
“STARZ is committed to delivering authentic stories that amplify diverse voices to our audience, and this survey from UCLA’s Center for Scholars & Storytellers confirms that our strategy correlates with global consumer demand,” said Superna Kalle, STARZ International President. “We look forward to continuing to deliver our strong content offering to an international audience that values women’s voices and authenticity behind the camera as much as we do.”
Yalda T. Uhls, Founder of the Center for Scholars & Storytellers at UCLA, said, “This report provides strong data indicating that the international consumer cares as much and sometimes more than the American public about what they see on screen. and of who hides behind the screen. .”
Women outside the United States feel significantly less represented than men
- Only 35% of women said their identity is well represented in current media content, compared to 41% of men
International audiences care who is in front and behind the camera
- 52% felt it was important for women to be represented behind the camera
- 57.4% said it was important to them that people behind the scenes were from diverse backgrounds
- Diversity behind the camera was just as important for men (58%) as for women (58.8%)
Some countries emphasize the importance of women and diversity behind the scenes more than others
- Women behind the camera were most important in Brazil (62.9%), Mexico (60.6%) and India (60%).
- Diversity behind the camera was highest in India (70.6%), Colombia (65.7%) and Brazil (63.5%).
Only 38.4% of respondents believe their own identity is accurately represented
Over 75% of international audiences want to see multicultural content
- The countries at the top of the list are Mexico (88.5%), India (86.1%) and Colombia (84.9%).
International audiences believe diversity on screen increases empathy for others
- 64.8% of respondents said seeing people from different groups/backgrounds than their own represented on TV/media makes them more empathetic towards others