STARZ, in partnership with the Center for Scholars & Storytellers at UCLA, conducted an international consumer survey examining consumer perceptions and demands for diverse, authentic and inclusive media representation which was highlighted in the STARZ #TakeTheLead “Transparency Talk” on Wednesday, March 16th. Among the top findings from the “International Audiences Want to See More Diverse Representation On and Off Screen” survey, results indicate that diversity on screen and diversity behind the camera are important drivers of how international audiences choose content.
The respondents from numerous countries, adults 18-90, said that having female and diverse representation behind the camera was important in several countries. In response to questions about whether they felt characteristics important to their identity were well represented in current TV and media, the results show that women felt notably less represented compared to men, and the majority of respondents felt they were not accurately represented, demonstrating a need to continue improving representation on and off screen for global audiences.
“STARZ is committed to delivering authentic stories that amplify diverse voices to our audience and this survey from the Center for Scholars & Storytellers at UCLA confirms that our strategy correlates with international consumer demand,” said Superna Kalle, President of International for STARZ. “We look forward to continue to provide our strong offering of content to an international audience that values the voices of women 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 firm data that the international consumer cares as much and sometimes more than United States’ audiences about what they see on screen and who is behind the screen.”
In celebration of Women’s History Month, the Transparency Talk “Exploring Global Progress Towards Gender Equality and the Importance of International Content for Women” will highlight the survey with statistics that include:
Women outside of the U.S. feel notably less represented compared to men • Only 35% of women reported that their identity is well represented in current media content, compared to 41% men
**The May 2021 U.S. survey reported 38.5% women and 59.7% men
International audiences care about who is in front of and behind the camera • 52% felt it was important that women were represented behind the camera • 57.4% reported it was important to them that people behind the scenes are from diverse backgrounds • Diversity behind the camera was equally important for men (58%) and women (58.8%)
**The May 2021 U.S. Survey reported a 49.1% importance of women behind the camera and a 60.4% importance of diversity behind the camera
Certain countries emphasize the importance of women and diversity behind the scenes more than others • Women behind the camera was most important in Brazil (62.9%), Mexico (60.6%), and India (60%) • Diversity behind the camera was most important in India (70.6%), Colombia (65.7%), and Brazil (63.5%)
Only 38.4% of respondents feel their own identity is accurately represented
**The May 2021 U.S. Survey reported that 49.6% felt their identity is well represented
More than 75% of international audiences want to see multicultural content • Countries topping this list include Mexico (88.5%), India (86.1%) and Colombia (84.9%)
International audiences believe that diversity on screen increases empathy towards others • 64.8% of respondents said that seeing people from different groups/backgrounds than their own represented in TV/media makes them feel more empathy toward others
**The May 2021 U.S. Survey reported 56.9%
Sources: “International Audiences Want to See More Diverse Representation On and Off Screen” **”Give The People What They Want: US Audiences and Their Appetite for Multicultural Media Content” Center For Scholars & Storytellers
Moderated by the Co-founder of Sierra Leone Rising, Princess Sarah Culberson, the Transparency Talk features panelists Superna Kalle, President of International Networks for STARZ who will be joined by Actress, Advocate and UN Ambassador Mira Sorvino; Executive Director of the LA County Women and Girls Initiative, Abbe Land; Founder and Executive Director of Women’s March Foundation, Emiliana Guereca and Vice President of the UN Foundation for Girls and Women Strategy, Michelle Milford Morse.
Launched in 2021, the STARZ #TakeTheLead initiative is the company’s comprehensive effort to deepen its existing commitment to narratives by, about and for women and underrepresented audiences. At launch, the network commissioned an inclusion study in partnership with The Center for Scholars & Storytellers, UCLA with results confirming STARZ is “Taking the Lead” with its diverse representation on screen, off screen and throughout the company. The study revealed that STARZ leads the industry with 63.2% series leads who are people of color, 54.6% female showrunners and a 75% female executive team.
In an effort to inspire and engage others across the industry to #TakeTheLead, STARZ continues to host a series of “Transparency Talks” that brings relevant discussions to the forefront with organizations and members of key organizations including the ACLU of Southern California, Producers Guild of America, Writers Guild of America (WGA), California Film Commission, The LatinX House, National Association of Latino Independent Producers (NALIP) and more.
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