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DIVERSITY AND INCLUSION, A NEW FACT TO EMBRACE
WEEK #38 ∙ SEPTEMBER 2020
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DIVERSITY AND INCLUSION, A NEW FACT TO EMBRACE #WEEK 38 ∙ SEPTEMBER 2020
IMPACT OF CULTURE ON MEDIA CONSUMPTION % Agree
The BBC will increase
“I have embraced aspects from other cultures (e.g. Food, music, dance, etc.) and have adopted them as part of my regular consumptions”
“I am interested in entertainment that features other cultures” Asian
53%
56%
Black/ African-American
62%
52%
Hispanic/ Latino
64%
63%
White
52%
48%
Gen Pop
54%
50%
diversity by investing £100m of its TV budget over a three-year period to produce “diverse and inclusive content”. The company has set itself a mandatory target: 20% of off-screen talent must come from underrepresented groups.
Source: Magna, IPG Media LAb, and Vevo
PERCEIVED CULTURAL RELEVANCE OF CONTENT BY GENERATION
TYPE OF BINGE-VIEWING BY RACE/ETHNICITY % of gen pop video sessions Asian
% of gen pop video sessions Cultural Relevance:
30%
33%
38%
Low (0-3)
Moderate (4-6)
19%
Gen Z
33%
48%
Black/African-American
Hispanic/Latino
White
Gen Pop Video Viewer
High (7-10)
21%
Millennial
30%
49%
35%
31%
36%
38%
35%
31%
39%
30%
30%
30%
34%
29%
30%
30%
32%
Gen X
Source: Magna, IPG Media LAb, and Vevo
Multiple videos from the same genre, but different series, content creators or channels.
Multiple videos from the same series, content creator or channel.
The NBC Universal News Group will push for 50%
of their employees to be people of color and 50% of their employees to be women.
Multiple videos across a variety of genres.
Source: Magna, IPG Media LAb, and Vevo
DEVICE SELECTION BY PERCEIVED CULTURAL RELEVANCE OF CONTENT
CBS will work with a 25% of
its script development budget for projects from creators, writers, and producers who are black, indigenous or people of color, beginning with the 2021-22 development season.
% of gen pop video sessions
21%
33%
OTT
47%
Low (0-3)
27%
Moderate (4-6)
24%
49%
High (7-10)
24%
Linear TV
INCLUSION ON CONTENT DRIVES MORE DEMAND
34%
43%
20%
30%
Mobile
50%
PC
Source: Magna, IPG Media LAb, and Vevo
24.4% of Shows BELOW AVERAGE
60%
64.1% of Shows AVERAGE
8.6% of Shows GOOD
0.2% of Shows EXCEPTIONAL
10.15x Inclusivity
40% 2.92x Any diversity
9.67x Any diversity
2.72x No diversity
9.38x No diversity
Benchmark
20%
INCLUSIVE CONTENT LAST LONGER
2.7% of Shows OUTSTANDING
3.41x Inclusivity % of Shows
Cultural Relevance:
0
0.01x
1x
2x
8x
32x
100x +
Source: Parrot Analytics