Hanna Shaul Bar Nissim, PhD
1
Introduction
You might think that in 2019 we would fully embrace the inclusion of people with disabilities. And yet, despite laudable moves toward greater diversity, public understanding of the extent of ingrained bias against people with disabilities is limited and remains both persistent and harmful. When it comes to Hollywood, diversity is yet to include disability. People with disabilities suffer discrimination in the workplace, in the marketplace, and in society in general. This is despite the fact that approximately 20 percent of Americans have some sort of visible or invisible disability. They are likely part of your family, your group of friends, in your place of work, and in your community. For the past five years, we at The Ruderman Family Foundation – who have as our guiding principle that inclusion and understanding of all people is essential to a fair and flourishing community – have been encouraging the entertainment business to take a leadership position in depicting and employing people with disabilities. Hollywood tells the stories that the world consumes, and it has an obligation to portray people with disabilities authentically. There is also a significant financial gain to be made through authentically portraying disability. It can start, we believe, with casting actors with disabilities in significant roles, and employing writers, producers, directors, artisans and executives with disabilities too. This research measures the extent to which there is an opportunity for content creators and distributors to draw larger audiences by offering more content that shows actors with disabilities casted to play characters both with and without disabilities. It provides solid evidence that audiences not only are open to authentic representation in their entertainment, but actually prefer it. As the creative community faces tectonic changes in how people consume entertainment and how to monetize their creations, we believe they would do well to heed the information presented here. Audiences want authenticity, and it’s time to satisfy those desires. Jay Ruderman
President, The Ruderman Family Foundation
2
Table of Contents Executive Summary
p6
Research Summary
p.8
Research Objectives
p.8
Section 1: Research Design
p.9
1. a. Research Sample
p.9
1. b. Sample Composition
p.9-11
1. c. Questionnaire Design, Fielding and Analysis
p.12
1. d. Data Analysis
p.12
1. e. Spending Power Estimations
p.12
Findings: Disability Representation in Movies and TV Research
p.14
Section 2: Spending Power of Viewers in Favor of Authentic Representation of People with Disabilities on TV and Film
p.14
Section 3: Most Important Characteristics of Movies & TV Shows
p.16
Section 4: Representations of Persons with Disabilities in Movies and TV
p.18
4. a. Disability Representation: TV Shows and Films Viewed
p.18
4. b. Disability Representation: Demographic Differences
p.19
Section 5: Support for Disabled Actors and Disabled Characters.
p.22
5. a. Viewers Preferences About Disabled Actors Playing Disabled and Non-Disabled Characters p.23 Section 6: Impact on Viewing, Content Distributor Choice, Satisfaction, and Intent
p.24
6. a. Impact on Viewing of Having Characters Played by Actors with the Same Disability
p.24
6. b. Impact on Viewing, Content Distributor Choice, Satisfaction, and Intent
p.25
6. c. Profile of Viewers Most Open to TV Shows and Services Featuring Disabled Actors
p.26
6. d. Commitment of Content Distributors to Authentic Representation: Impacts p.30 6. e. Impact on Content Distributors Choice, Satisfaction, and Intent
p.31
3
Section 7: Spending Power of Viewers in Favor of Authentic Representation of People with Disabilities on TV and Film p.33 Section 8: Conclusions
p.35
8. a. Diversity, Including Representations of Disabilities, in TV Shows and Movies is Important to Viewers p.35 8. b. Disabilities are Under-Represented in TV and Movies Compared to Real Life p.35 8. c. Audiences are Open to More Disabled Actors playing Characters with and Without Disability p.35 8. d. Content Distributor Commitment to Higher Representation of Actors & Characters with Disabilities Garners Positive Responses Overall and Particularly among Key Audience p.36 Appendix: Questionnaire
p.37
Ruderman Hollywood Pledge
p.42
4
List of Charts and Tables Chart 1: Weighted Sample Composition
p.9
Chart 2: Disabilities Among Disabled Sample and Those with a Disabled Household Member
p.10
Chart 3: Sample Composition by Employment
p.11
Chart 4: Composition of Sample by Ethnicity
p.11
Chart 5: Spending power of Viewers Open to More Disability Representation in TV and Movies
p.14
Chart 6: Important Characteristics When Choosing a Movie or TV Show to Watch % ‘very important’
p.16
Chart 7: Importance of Diversity in Choosing a Movie or TV Show by Disability Status % ‘very important’
p.17
Chart 8: Percentage of TV Shows Viewed the Include Characters with a Disability
p.18
Chart 9: Story Line Focused on Topics Related to People with Disabilities
p.19
Chart 10: Persons with Disabilities in TV Shows and Movies than in Real Life
p.20
Chart 11: Frequency of Characters with a Disability Being Portrayed by Disabled Actors
p.20
Chart 12: Frequency of Non-Disabled Characters Portrayed by Disabled Actors
p.21
Chart 13: Preferences for Disabled Actors Portraying Disabled and Non-Disabled Characters In the Storyline
p.22
Chart 14: Preferences for Disabled Actors Portraying Disabled and Non-Disabled Characters?
p.23
Chart 15: Likelihood Watch a Show with a Disabled Character Played by an Actor with that Same Disability p.24 Chart 16: Watch a Show with Authentic Representation by Sub-Groups
p.25
Chart 17: Signing up for a New Content Distributor Committed to Disabled Actor
p.26
Chart 18: Viewers Most Open to TV Shows and Services Featuring Disabled Characters and Actors p.27 Chart 19: Viewers in Favor of Authentic Representation by Streaming Service
p.28
Chart 20: Viewers Committed to Authentic Representation by Entertainment Spending Habits
p.29
Chart 21: Viewers Committed to Authentic Representation by Technology Spending Habits
p.30
Chart 22: Reasons for Considering Signing up for a New Content Distributor Committed to Disabled Actors
p.31
Chart 23: The Impact of a Content Distributor Commitment to Disabled Actors by Value of That Service, and Retention p.32 Chart 24: Spending power of Viewers Open to More Disability Representation in TV and Movies
p.33
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Executive Summary About half of US households support accurate portrayals of disabled characters and would sign up for a content distributor committed to disabled actors. Their spending power is estimated at $10.4 billion per month for US households. Diversity is a Key Characteristic of TV Show and Movies. Diversity ranks 4th overall out of 12 TV and movie characteristics and is among the top 5 most-important characteristics across a wide spectrum of viewers. That diversity includes “persons with disabilities” in the definition is strong evidence that TV and film viewers support programming and films that feature disabled characters and their stories. Respondents Desire More Representation of Disabilities on Screen. Respondents feel that people with disabilities are under-represented in TV and Movies. Do You Think There Are More or Fewer Persons with Disabilities in TV Shows and Movies than in Real Life? Fewer on TV
66%
Fewer in Movies
68%
Main Character Secondary Character Main story line Secondary story line
53% 51% 47% 50%
Accurate Portrayals of Disabled Characters Are Key According to Respondents. Half of respondents indicate they are more likely to watch a TV show that features a disabled actor cast as a character with that same disability, versus a show where a non-disabled actor is cast in that same role.
Content Distributors Stand to Benefit By Committing to Disabled Actors and Characters. Half of viewers are more likely to sign up for content distributors committed to more accurate portrayals of characters with disabilities. Likewise, current subscribers indicate both satisfaction and loyalty would increase.
6
How Likely are you to Watch a Show with a Disabled Character Played by an Actor with that Same Disability (vs. a Non-Disabled Actor)? A little more ACCURATE PORTRAYAL
31%
A lot more
Total "more"
24%
55%
Would You Like to See More Disabled Characters and Related Story Lines? (% More) A little more ACCURATE PORTRAYAL
DISABLED ACTORS
31%
35%
A lot more 24%
17%
Total "more" 55%
51%
ď ľ Viewers Committed to More Disability Representation in TV and Movies Have High Spending Power. Those most open to more and more accurate portrayals of persons with disabilities spend more on TV and movie entertainment than average. They also constitute a strong base of potential spending.
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Research Summary The Ruderman Family Foundation has commissioned this research to assess consumers’ attitudes and preferences regarding the representation of actors with disabilities in TV and movie productions. The study was designed and fielded in partnership with Hub Entertainment Research, which provides real-time insight about the changing world of entertainment. In particular, the research measured the extent to which there is an opportunity for content creators and distributors to draw larger audiences by offering more content featuring actors with disabilities or story lines including topics relating to characters with disabilities. In particular, this research measured the extent to which there is an opportunity for content creators and distributors to draw larger audiences by offering more content that depicts disabled actors authentically representing disability in characters with those same disabilities, or that showcase disabled actors portraying non-disabled characters. The research also measured the size, engagement, and spending power of the audience most interested in content that authentically features actors with disabilities. Findings can be used by TV and movie studios and creators, distributors such as TV networks, streaming providers, pay TV operators, and entertainment media companies and publications. Research Objectives Assess consumers’ attitudes and preferences regarding the representation of disabled characters and actors with disabilities in TV and movie productions Measure the extent to which there is an opportunity for content creators and distributors to draw larger audiences by offering more content featuring actors with disabilities and story lines focused on topics relating to authentic portrayal of characters with disabilities Measure the size, engagement, and spending power of the audience most interested in content that authentically features actors with disabilities Raise awareness among TV and movie studios and creators, distributors (e.g. TV networks, streaming providers, pay TV operators), and entertainment media companies and publications to the importance of authentic representation
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Section 1: Research Design a. Research Sample Data were collected during July 2019. 1,288 US based TV and movie consumers were sampled. Minimum requirements for participation in the survey were respondents who are age 16 and older, and watch at least one hour of TV per week or full-length movies. The sample was U.S. census balanced and consisted of interviews with a representative sample of the adult population of US non-disabled and disabled TV and movie viewers, thus it included both disabled and non-disabled consumers: 430 Self-Identified as Non-Disabled
858 Self-Identified as Disabled
Because the proportion of the disabled population in the US is lower than the proportion of disabled respondents in our research, the total sample was adjusted by weighting to reflect 80% non-disabled and 20% disabled. We also weighted the self-identified disabled sample to reflect a somewhat older population, as is closer to the true make-up of this segment 1. By using these techniques, we achieved accurate reads of the total US population, and the non-disabled and disabled segments. Chart 1 presents the final sample:
Chart 1: Weighted Sample Composition
1
Although a large segment of the US disabled population is age 75+, we intentionally weighted the disabled sample to be younger than what it actually is.
9
b. Sample Composition The sample was balanced for gender, age groups and included both people who self-identified as disabled and people who had a person with a disability in their household. The most common types of disabilities represented in the sample were physical and mental disabilities. For the purpose of this research, we used The Americans with Disabilities Act 1990 (ADA) to define a person with a disability. The ADA identifies a disability: a physical or mental impairment that substantially limits one or more major life activities, a person who has a history or record of such an impairment, or a person who is perceived by others as having such an impairment. 20% of the sample were disabled, and 25% of respondents had a disabled household member. Chart 2 presents the types of disabilities represented in the sample according to four categories: physical, mental, learning/intellectual and other disability:
Chart 2: Disabilities Among Disabled Sample and Those with a Disabled Household Member 68% 59%
Physical
59% 49%
Mental Learning/intellectual Something else Prefer not to answer
13% 22% 5% 3%
Self-identified as disabled Disabled person living in household
1% 1%
The majority of disabled respondents identified as having a physical disability, and physical disability was the most common among those with a disabled household member. This was followed in both groups by a mental disability. The smallest was those who identified as having an intellectual or learning disability or having a household member/s with this type of disability. A small number of respondents identified as having other disabilities or preferred not to share the type. The sample was balanced for additional demographics including employment, income, residence and ethnicity. Chart 3 presents the composition of the sample according to these demographics: 10
Chart 3: Sample Composition by Employment, Income, and Residential Area
Chart 3 indicates that while there is a higher employment rate among the non-disabled sampled respondents, there is a are similar salary range and residential distribution between respondents with and without disabilities. We also accounted for the ethnic diversity of the sampled population as presented in Chart 4, which reflects a balanced sample for people with and without disabilities of different ethnicities: Chart 4: Composition of Sample by Ethnicity Ethnicity
Total
Non-Disabled
Disabled
Caucasian
76%
76%
75%
African American
9%
9%
10%
Asian
5%
6%
3%
Hispanic
5%
5%
6%
Native American
2%
2%
3%
Multi-racial/other
2%
2%
3%
11
c. Questionnaire Design, Fielding and Analysis A 15-minute survey was developed in collaboration with Hub Entertainment Research and included 50 questions. Data were collected online, using a sample frame from an online panel provider. Data were checked after soft launch for accuracy and cleaned at the end of the fielding period. In addition, data were checked for quality and then tabulated using Q Research Software. Tabulations were then checked against raw data to assure accuracy. Data were analyzed at total, and results were also considered within a number of demographic subgroups, including disability status, gender, age, ethnicity, and Content distributor use. All results were analyzed in aggregate only, so individual responses can’t be tied to respondent’s identity in any way. d. Data Analysis Data were analyzed at total, and results were also considered within a number of demographic subgroups, including disability status, gender, age, ethnicity, and Content distributor use. We built tables that show a frequency of each response in each question in the survey. Using crosstabulations, we then ran each of these frequencies by the subgroups listed above. For each response, the crosstabulations indicate when a group is higher or lower than the norm using an up or down arrow. We then studied these tabulations to build the story. A sample of the crosstabulations is below:
e. Spending Power Estimations: To estimate the proportion of households supportive of more and/or more accurate representation of disabilities in TV and movies and the amount of their TV and movie spending, we calculated incidence – or qualification rate – of US respondents aged 16+, which gave us an estimate of the proportion of who watch some TV or movies. Overall survey incidence was 87%. We then multiplied the number of US households – 127.6 million – by the incidence to calculate the number of households who would have qualified for the study. Overall 12
households who would have qualified was approximately 111 million. Next, we multiplied the percent of respondents in the study who were open to accurate portrayals of disabled characters, supporting a Content distributor committed to disabled actors. This gave us an estimate of percent of US residents aged 16+ open to each of these initiatives, as well as the number of households open to each. We then multiplied the number of households open to each by self-reported monthly TV and movie spending. This gave us an estimate of the total monthly TV and movie spending of each group.
13
Findings: Disability Representation in Movies and TV Research Section 2: Spending Power of Viewers in Favor of Authentic Representation of People with Disabilities on TV and Film Viewers open to more disability representation in TV and movies have high spending power. Our study suggests that those most open to more accurate portrayals of persons with disabilities spend more on TV and movie entertainment than average. They also constitute a strong base of potential spending; specifically, about half of US households support accurate portrayal of disabled characters, would sign up for a content distributor committed to disabled characters, and/or would sign up for a content distributor committed to disabled actors. Their spending power is estimated at $10.4 billion per month for US households. These viewers are more supportive of programming which focuses on authentic casting.
Chart 5 presents the spending power of respondents in this study and the proportion of US households interested in authentic representation:
Chart 5: Spending power of Viewers Open to More Disability Representation in TV and Movies MORE LIKELY TO... Watch disabled character portrayed accurately
Sign up for content distributor committed to disabled characters
Sign up for content distributor committed to disabled actors
Proportion of US 16+ pop.
48%
43%
44%
Average Income
$65,136
$68,727
$67,208 
Monthly TV/Movie Spend ($) $168.6
$186.0
$182.9
Estimated # of US households 61,052,000
54,392,000
56,612,000
Total monthly TV/movie spend*
$10.1 billion
$10.4 billion
$10.3 billion
14
According to chart 5, those committed to authentic representation will also direct their discretionary funding towards content distributors who have committed to auditioning and casting people with disabilities. There are over $10.4 billion spent monthly on content distributors that can be directed to those content creators who will make the commitment to be more inclusive when it comes to people with disabilities. The following sections will present the demographics, characteristics and spending habits of those committed to authentic representation and their importance to content creator’s decision making when it comes to casting and hiring people with disabilities.
15
Section 3: Most Important Characteristics of Movies & TV Shows In order to establish how important diversity is in relation to other TV and movie characteristics, we asked respondents how important certain characteristics of TV shows and movies are to them. Responses suggest that among all TV viewers, “Diverse” ranks among the top-most important characteristics of movies and TV shows, with nearly half ranking diversity ‘very important’. In particular, that the definition of “diversity” includes persons with disabilities is evidence that audiences expect representation of this group. Chart 6 presents the percentage of “very important” response regarding characteristics of TV and movies: Chart 6: Important Characteristics When Choosing a Movie or TV Show to Watch % ‘very important’ Genre Unique Stars Diverse Inspiring Familiar Timely Family-Friendly Writers/Producers Reviews Directors High Budget
72% 53% 50% 45% 44% 42% 35% 31% 30% 29% 28% 25%
These findings indicate the importance of Diversity, which is among the top-most important characteristics of movies and TV among both viewers with and without a disability. When it comes to sub-group of respondents, diversity as a priority is widespread: that characteristic is ranked among the most important characteristics across nearly all demographic subgroups examined in the research. The exception are the youngest consumers (age 16-24), who rank diversity lower (#7). However, as consumers hit their mid-20s, diversity becomes more important, pulling diversity back among the top 5 most important among those age 16-34.
16
Chart 7 presents the differences between people self-identified with and without disabilities, and as having a household member with a disability when it comes to the importance of diversity:
Chart 7: Importance of Diversity in Choosing a Movie or TV Show by Disability Status % ‘very important’
No disability Self-identified as disabled Disability in household
44% 50% 58% ↑
According to this chart, while all three groups find diversity, and as part of it disability, as very important for their choice of watching TV or film, it is those that have a person with disability in their household that are most interested in diversity when it comes to TV shows and films.
17
Section 4: Representations of Persons with Disabilities in Movies and TV Next we explored how persons with disabilities are represented in TV and movies? We presented respondents with the definition of a person with a disability we used in this research, based on the ADA (1990)2. We followed with questions about how much of respondents’ viewing includes disabled characters or storylines including topics related to disabilities. 1F
a. Disability Representation: TV Shows and Films Viewed First, respondents indicated an interest in having disabled characters and storylines: A majority of respondents overall (about 80%) say they currently watch at least some TV shows that include disabled characters in both primary and secondary roles, as well as shows that deal with topics related to people with disabilities. Moreover, respondents living with a person with a disability, and subscribers to online live Content distributors like Sling TV or YouTube TV (known as Virtual MVPDs) are more likely than other segments to be already watching TV shows that include characters with disabilities and/or story lines focused on these topics. Netflix subscribers are also more likely to be watching these types of shows, as streaming services include more of these storylines. Chart 8 presents the percentage of TV shows with characters with disabilities viewers currently watch: Chart 8: Percentage of TV Shows Viewed that Include Characters with a Disability
This distribution suggests that viewers are open to viewing TV shows with disabled characters have a close-to-accurate perception of the presence of characters with disabilities in TV shows, suggesting they are aware and vigilant of the presence of disability as a storyline in TV shows.
The Americans with Disabilities Act defines a person with a disability as a person who has a physical or mental impairment that substantially limits one or more major life activities. 2
18
The same finding is true of movies that include disabled characters or focus on topics related to people with disabilities: About 80% currently view at least some movies in these categories. The segments that are especially likely to already watch such movies are similar to those seen for TV: those living with a person with a disability, Virtual MVPD subscribers, and Netflix subscribers are the most likely to be watching movies that include characters with disabilities and/or story lines focused on these topics. Chart 9 presents viewers’ perceptions of the percentage of film with a storyline related to disability:
Chart 9: Story Line Focused on Topics Related to People with Disabilities
b. Disability Representation: Demographic Differences After exploring viewers’ perceptions of representation of disability as a storyline, we asked respondents about whether they feel the number of characters with disabilities in TV shows is proportional to the actual number of persons with these disabilities in real life. In particular, we explored their perception of the proportion of characters who have disabilities in TV shows / movies compared to their proportion in real life. Findings suggest that a majority of viewers believe there are fewer persons with disabilities represented currently in TV than the proportion of disabled persons in real life. In fact, about half or more viewers in all demographic subgroups feel that persons with disabilities are under-represented in TV shows and movies.
Chart 10 presents the perception of the number of persons with disabilities in TV shows and movies compared to real life proportions:
19
Chart 10: Persons with Disabilities in TV Shows and Movies Compared to Real Life
Finally, we explored viewer perceptions of the employment of disabled actors to play both disabled and non-disabled characters. We asked respondents to think about either TV shows or movies that feature disabled characters and estimate how often disabled characters in TV shows or movies are played by actors who actually have a disability in real life. We also asked them how often they think non-disabled characters in TV shows or movies are played by people who have a disability in real life. Viewers’ perceptions of the frequency of disabled and non-disabled characters portrayed by disabled actors is presented in chart 11:
Chart 11: Frequency of Characters with a Disability Being Portrayed by Disabled Actors
20
In addition to believing the disabled characters are under-represented in both TV and movies, only a third of viewers believe that disabled actors are frequently (e.g. more than half the time) given the opportunity to play either disabled or non-disabled characters. No more than half in any demographic subgroup believes disabled actors portray these characters regularly. Chart 12 presents the viewers’ perceptions of the frequency of non-disabled characters portrayed by disabled actors: Chart 12: Frequency of Non-Disabled Characters Portrayed by Disabled Actors
21
Section 5: Support for Disabled Actors and Disabled Characters. In this section we describe the viewers interest in seeing more actors with disabilities, and related story lines across TV shows and films. We explored their interest by asking them about actors with disabilities when it comes to main characters, secondary characters, main story lines and secondary story lines. We also checked their interest in a proportional representation of disabled people which is more in line with the actual proportion of disabled people in real life. Chart 13 presents viewer’s preferences about actors with disabilities in TV shows and films.
Chart 13: Preferences for Disabled Actors Portraying Disabled and Non-Disabled Characters In the Storyline
Findings suggest that when it comes to the preferences for characters with disabilities, half of viewers would like to see more TV shows and movies that include characters with disabilities and more story lines dealing with topics related to disabilities. Half would also like the number of disabled characters to better reflect real life proportions. Persons with disabilities, and subscribers to services like Netflix, Hulu, or Amazon (Subscription Video on Demand services, or SVODs) are most emphatic about wanting to see more characters with disabilities and story lines focused on these characters.
22
a. Viewers’ Preferences About Disabled Actors Playing Disabled and Non-Disabled Characters We then explored the openness to disabled actors and characters by asking respondents how often they believe disabled actors should play both disabled and non-disabled characters. Not only do a majority believe that disabled characters are under-represented in TV and movies, but strong majorities also believe disabled actors should portray both characters with and without disabilities at least some of the time. Majorities in all demographic subgroups share these beliefs. Chart 14 presents the distribution of viewers’ preferences about increased casting of actors with disabilities:
Chart 14: Preferences for Disabled Actors Portraying Disabled and Non-Disabled Characters?
These findings suggest that viewers are favorable of casting more actors with disabilities to play roles of non-disabled and disabled characters. Almost 90% believe that these actors should play disabled characters at least some of the time, and more than 80% believe that disabled actors should play non-disabled characters at least some of the time.
23
Section 6: Impact on Viewing, Content Distributor Choice, Satisfaction, and Intent Next, we explored the actual impacts of a content distributor commitment to more disabled actors and characters. In particular, we explored whether such commitment will yield a positive impact on content distributor choice and satisfaction with existing services. In order to establish a potential impact, we explored the importance of authentic representation for viewers when it comes to disability. For that purpose, we asked if viewers would be more or less interested in a program whose main character has a disability and is played by an actor with that same disability, versus a non-disabled actor.
a. Impact on Viewing of Having Characters Played by Actors with the Same Disability The findings suggest that over half of viewers are more likely to watch a program featuring a main character with a disability portrayed by an actor with that same disability, versus a nondisabled actor. In particular, respondents with disabilities and with household members that have a disability would respond most positively, along with Netflix and Hulu subscribers. Chart 15 presents the distribution of respondents when it comes to authentic representation of disability on TV and film:
Chart 15: Likelihood to Watch a Show with a Disabled Character Played by an Actor with that Same Disability, versus a Non-Disabled Actor
The chart displays the positive inclination among over half of viewers to watch shows and films with authentic representation of actors with disabilities. The analysis also 24
suggests that persons with disabilities, those with disabled household members, and Netflix and Hulu subscribers would respond most positively to a TV show featuring a disabled character played by an actor with that same disability, rather than a nondisabled actor. The responses of these group are presented in chart 16 and suggest a higher inclination among specific sub sectors to authentic representation.
Chart 16: Watch a Show with Authentic Representation by Sub-Groups % “More” Likely to Watch
Total Disability in HH Hulu subscribers Self-identified as disabled Netflix subscribers
55% 70% ↑ 64% ↑ 62% ↑ 59% ↑
b. Impact on Viewing, Content Distributor Choice, Satisfaction, and Intent We followed up by asking viewers how they would feel if a Content Distributor made a commitment to include more actors with disabilities in TV shows and Movies; we asked a similar set of questions about content distributors making a commitment to include more characters with disabilities. To eliminate bias in responses, we randomized which battery respondents saw first: Half of the sample answered the battery of questions first for actors, then for characters; The other half of the sample answered first for characters, and then for actors Findings regarding the impact of commitment to disabled actors on likelihood to sign up for a new Content distributor suggest a potential increase in subscriptions. In addition to signaling 25
increased intent to view shows that feature disabled characters played by actors with that same disability, half of viewers are more likely to consider signing up for a new Content distributor that committed to disabled actors. Chart 17 displays the likelihood of signing up for a new Content distributor committed to disabled actors:
Chart 17: Likelihood to Sign up for a New Content Distributor Committed to Disabled Actors
c. Profile of Viewers Most Open to TV Shows and Services Featuring Disabled Actors An analysis of the demographics of viewers most open to TV shows and services featuring disabled actors suggests they are younger than average. Chart 18 presents the distribution of age groups between those more likley to subscribe to networks and services featuring disabled actors:
26
Chart 18: Viewers Most Open to TV Shows and Services Featuring Disabled Actors
MORE LIKELY TO...
Significantly greater than total | Significantly less than total
YOUNGER
Age
Total
Watch a show with a disabled actor playing a disabled character, vs. a non-disabled actor
Average age
45.3
43.4 ↓
41.2 ↓
41.5 ↓
16-24
14%
16%
17%
18%
25-34
16%
19%
20%
20%
35-54
35%
37% ↓
41% ↓
38% ↓
55+
35%
29% ↓
Sign up for a content distributor featuring disabled characters
Sign up for a content distributor featuring disabled actors
22% ↓
24% ↓
As suggested by this chart, the younger age groups of those 34 and under are more in favor of authentic representation as a demographic group than those 35 and over. These viewers are also the most likely to have subscribed to streaming TV platforms such as Netflix and Hulu, and are directionally more likely to be streaming live TV. The latter indicates that the sub-sector of young viewers who support authentic representation tend to subscribe to streaming services.
Chart 19 illustrates the overlap between those committed to authentic representation that are already subscribed to streaming services, with an apparent high rate of support among Netflix subscribers:
27
Chart 19: Viewers in Favor of Authentic Representation by Streaming Service Significantly greater than total | Significantly less than total
Streaming Content Distributors
Total
MORE LIKELY TO... Watch a show with a disabled actor playing a disabled character, vs. a non-disabled actor
STREAMER Sign up for a content distributor featuring disabled characters
Sign up for a content distributor featuring disabled actors
Netflix
65%
71% ↑
77% ↑
76% ↑
Hulu
37%
44% ↑
48% ↑
46% ↑
Amazon Prime Video
44%
48% ↑
53% ↑
49% ↑
DTC service
15%
20% ↑
24% ↑
23% ↑
dMVPD
28%
31%
31%
33%
Finally, viewers most supportive of TV shows and services featuring disabled actors are more committed TV and movie viewers. TV is very important to more than half, and these viewers also watch more types of TV shows, and view movies more often than average. These demographics suggest that those most committed and interested in authentic representation are younger viewers who are more committed veiwers of TV shows and films, and are more than likley to be subscribed to streaming services. Our findings also indicate that these viewers are also heavier spenders, averaging between $20 and $40 dollars more per month on TV and movie entertainment, with a total average of $183 per month. Chart 20 presents the monthly spending habits on entertainment of those most committed to authentic representation when it comes to disability:
28
Chart 20: Viewers Committed to Authentic Representation by Entertainment Spending Habits Significantly greater than total | Significantly less than total
Monthly Spend ($)
Total
MORE LIKELY TO...
Watch a show with a disabled actor playing a disabled character, vs. a non-disabled actor
Sign up for a content distributor featuring disabled characters
Sign up for a content distributor featuring disabled actors
Content distributors
83.4
87.3
91.6 ↑
90.2
Movie tickets
24.6
33.2 ↑
34.9 ↑
35.5 ↑
Rent online
11.9
17.7 ↑
20.9 ↑
20.2 ↑
Purchase online
10.6
13.7
17.8 ↑
16.7 ↑
Purchased on DVD 12.7
16.7 ↑
20.9 ↑
20.3 ↑
SUM
168.6 ↑
186.0 ↑
182.9 ↑
143.3
This chart illustrates the elevated entertainment spending habits of those committed to casting more actors with disabilities in TV and film. In addition to spending more on entertainment media, viewers most open to TV shows and services featuring disabled actors also are earlier tech adopters, and generally own more new technologies than average. Chart 21 indicates the monthly spending habits on technology of those most committed to authentic representation when it comes to disability:
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Chart 21: Viewers Committed to Authentic Representation by Technology Spending Habits
Significantly greater than total | Significantly less than total
Tech Ownership
Early Adopter Average tech items Smart speaker Game console VR headset
Total
MORE LIKELY TO...
Watch a show with a disabled actor playing a disabled character, vs. a nondisabled actor
Sign up for a content distributor featuring disabled characters
Sign up for a content distributor featuring disabled actors
20%
27% ↑
29% ↑
27% ↑
3.3
3.6↑
3.8↑
41%
47% ↑
49% ↑
48% ↑
57%
64% ↑
71% ↑
72% ↑
11%
14% ↑
16% ↑
17% ↑
3.8↑
d. Impact of Commitment of Content Distributors to Authentic Representation Respondent were asked why they were open to signing up for a content distributor committed to actors with disabilities. We wanted to explore the reasons they would be more likely to consider subscribing to a service that made a commitment to offer more shows and movies that feature an actor with a disability. Respondents were offered six reasons including sense of joy, important issue to support, creating a higher level of authenticity and thus making the story more real, the importance of accurate portrayal, generating an impact on the future when it comes to disability inclusion, and changing social consciousness by dispelling negative stereotypes. The data suggests that among those more likely to sign up for a new content distributor that has committed to disabled actors, a desire to support actors with disabilities is the top reason to do so. In fact, about half also cite that TV shows and movies featuring disabled actors better reflect reality and make a story more believable. 30
Chart 22 displays the distribution of viewers by reasons for supporting new content distributors who will commit towards authentic representation of disability: Chart 22: Reasons for Considering Signing up for a New Content Distributor Committed to Disabled Actors 64%
Important to Support Accurate Portrayal
49%
More Believable
49%
Social Consciousness Impact on Future I Enjoy It
43% 39% 36%
This data, together with other findings from this research all indicate that data strongly suggest that disabled characters portrayed by actors with those same disabilities would be most believable and accurate to viewers of all demographics. e. Impact on Content Distributor Choice, Satisfaction, and Intent We then explored how viewers would respond to a content distributor commitment to casting actors without and with disabilities from a content distributor they currently subscribe to. By exploring these questions, we wanted to gauge the impact for content distributor for their existing client base. In particular, we explored the impact on value of current service and the impact on retention of that service. Our findings suggest that there is an expected significant impact of commitment to disabled actors on current content distributor satisfaction and retention. content distributor that commit to disabled actors stand to benefit from stronger levels of loyalty. Our findings suggest that more than half of current subscribers would be “more satisfied” with the service and would be “more likely” to keep their subscriptions among content distributor that commit to authentic representation. Chart 22 presents levels of satisfaction and retention among viewers:
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Chart 23: The Impact of a Content Distributor Commitment to Disabled Actors by Value of That Service, and Retention
Chart 23 illustrates how more than 60% of viewers would have increased levels of satisfaction if their existing content distributors would commit to auditioning and casting more actors with disabilities. In addition, over half of subscribers will be more inclined to keep their subscriptions to content distributors following such commitment. Given other findings from this research, disabled characters cast by actors with those same disabilities would be ideal.
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Section 7: Spending Power of Viewers in Favor of Authentic Representation of People with Disabilities on TV and Film
Viewers Open to More Disability Representation in TV and Movies Have High Spending Power. Our study suggests that those most open to more accurate portrayals of persons with disabilities spend more on TV and movie entertainment than average. They also constitute a strong base of potential spending; specifically, about half of US households support accurate portrayal of disabled characters, would sign up for a content distributor committed to disabled characters, and/or would sign up for a content distributor committed to disabled actors. Their spending power is estimated at $10.4 billion per month for US households. Chart 24 presents the spending power of respondents in this study and the proportion of US households interested in authentic representation: Chart 24: Spending power of Viewers Open to More Disability Representation in TV and Movies
MORE LIKELY TO... Watch disabled character portrayed accurately
Sign up for content distributor committed to disabled characters
Sign up for content distributor committed to disabled actors
Proportion of US 16+ pop.
48%
43%
44%
Average Income
$65,136
$68,727
$67,208 
Monthly TV/Movie Spend ($) $168.6
$186.0
$182.9
Estimated # of US households 61,052,000
54,392,000
56,612,000
Total monthly TV/movie spend*
$10.1 billion
$10.4 billion
$10.3 billion
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According to chart 23, those committed to authentic representation will also direct their discretionary funding towards content distributors who have committed to auditioning and casting people with disabilities. There are over $10.4 billion spent monthly on content distributors that can be directed to those who will make the commitment to be more inclusive when it comes to people with disabilities.
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Section 8: Conclusions Findings from this research point to strong, widespread support for increased representation of disabled actors, characters, and related topics in TV shows and movies. Audiences are interested in a growing presence of disabled characters and their stories portrayed by people who have the same disability. They feel the amount of representation of disabled persons and related topics they receive in entertainment programming does not reflect real life. content distributors that commit to disabled actors and characters – particularly disabled characters cast by actors with those same disabilities – could see positive results when it comes to interest in TV shows, and new subscriptions and retention of existing subscribers. Four key findings support the above conclusion: a. Diversity, Including Representations of Disabilities, in TV Shows and Movies is Important to Viewers Diversity is an important component of TV shows and movies. All viewers rank diversity – which includes persons with disabilities – among the top-most salient features of programming, similar in importance to having big name stars and inspirational storylines. Moreover, diversity as a priority is widespread across demographic subgroups. b. Disabilities are Under-Represented in TV and Movies Compared to Real Life With diversity an important part of TV shows and movies, a majority of viewers report that they currently view at least some TV shows and movies that feature disabled characters or focus on related themes. However, most viewers also feel that disabled persons are under-represented in TV and film, and that disabled actors are not given the opportunity to portray either disabled or non-disabled characters regularly (e.g. more than half the time). c. Audiences are Open to More Disabled Actors Playing Characters With and Without Disability Along with recognizing that disabled characters and related themes are under-represented in TV shows and movies, half of viewers would like to have more TV shows and movies that feature disabled characters and related topics, and more proportional representation of people with disabilities. As well, nearly all viewers believe that disabled actors should have opportunity to portray disabled and non-disabled characters at least some of the time. Thus, seeking a much higher representation rate than the current one (only 22% of all characters are authentically portrayed). More than half think that disabled actors should mostly be played by persons with that same disability and would be more likely to watch a show if that were the case.
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d. Content distributor Commitment to Higher Representation of Actors & Characters with Disabilities Garners Positive Responses Overall and Particularly among Key Audience Positive views of disabled characters and actors may translate into behavior as well. Half of viewers would be more interested in a show featuring a disabled character portrayed by an actor with that same disability, vs. a non-disabled actor. Further, commitment on the part of a Content distributor to disabled actors would result in half of viewers being more likely to consider signing up for that service. Among current subscribers, more than half report they would be more satisfied with the service, given that commitment, and more than half would be more likely to continue their subscriptions. Viewers most open to considering a new service that makes a commitment to disabled actors or characters are a key audience. This audience is younger, more committed to TV as an important part of their lives, watch more types of TV programming, and spend more on TV subscriptions and movies than average. They are more likely to stream TV already from sources that include more disabled characters (although not always accurately portrayed), and are more open to new technologies generally.
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Appendix Questionnaire: Disability Representation in Movies and TV Research Introduction Hello and welcome. Thank you for agreeing to participate in this survey—your opinions are very important to us. The survey will take about 15 minutes to complete, is for research purposes only, and is strictly confidential—all results will be analyzed in aggregate only, so your individual responses can’t be tied to your identity in any way. In addition, no one will call or email you based on your responses. To get started, please click on the button below. Qualification 1a.
Are you… 1. Male 2. Female 3. Other/nonbinary
1b.
What is your age?
1c1.
The Americans with Disabilities Act 1990 (ADA) identifies a disability as a physical or mental impairment that substantially limits one or more major life activities, a person who has a history or record of such an impairment, or a person who is perceived by others as having such an impairment.
1c.
Do you, or does anyone in your household, have a physical, mental, or intellectual condition or disability that substantially limits daily activities? SELECT ALL THAT APPLY
1c2.
Please tell us which of these you would use to describe your disability. You may select more than one category if more than one apply to you.
1c2.
Please tell us which of these you would use to describe the disability someone else in your household has. You may select more than one category if more than one applies to that person.
1d.
What state do you live in?
1e.
What is your zip code? 37
1f.
About how many hours per week do you personally watch TV shows? Include time watching on a TV set, and also any viewing on a computer, tablet or smartphone. Important: Throughout this interview, please consider TV shows to mean any live, recorded, streamed, or downloaded professionally produced TV shows, movies, sports, and short segments that you view on any device. We’re not talking about homemade videos you might find on YouTube.
1g.
Next, about how often would you say you watch full-length movies in each of the following ways?
Representation of Disabilities: Perceptions 2a.
In your own words, tell us what characteristics of any TV show or movie tend to make you most interested in watching it. This could include anything from the story or plot, the genre, the characters, the actors who portray the characters, the director, and so on. Please be as detailed as you can. For example: what types of stories or characters are most interesting to you?
2b.
Please tell us how important each of the characteristics below are to you when choosing to watch a specific movie or TV show?
2c. And how important are the following to you when choosing to watch a specific movie or TV show? 2d.
We have some questions about how people with disabilities are depicted in TV shows and movies. Again, the Americans with Disabilities Act defines a person with a disability as a person who has a physical or mental impairment that substantially limits one or more major life activity. First, think about the episodes of TV shows you tend to watch. About what percent of those episodes would you say include each of the following? Please think here about fictional TV shows—dramas or comedies—rather than reality shows or documentaries. We’re just looking for your best estimate.
2e.
Now, think about the movies you tend to watch. About what percent of the movies you watch include each of the following? Again, please think here about fictional movies— dramas or comedies—rather than documentaries. We’re just looking for your best estimate.
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2f.
Think about the percentage of people that you assume have physical, learning/cognitive, or mental health in real life. In general, would you say that the proportion of characters who have disabilities in TV shows is.
2g.
And when it comes to movies, would you say that the proportion of characters who have a disability in movies is.
2h.
Next, think about either TV shows or movies that feature disabled characters. If you had to guess, how often do you think disabled characters in TV shows or movies are played by actors who actually have a disability in real life?
2i.
And if you had to guess, how often do you think non-disabled characters in TV shows or movies are played by people who have a disability in real life?
Preferences 3a.
All other things equal—plot, genre, director, etc.—tell us if you’d like to see more or fewer of each of the following types of TV shows and movies than you see today?
3b.
How often do you feel that disabled characters in TV shows and movies should be played by actors who have the same disability in real life?
3c.
How often do you feel that non-disabled characters in TV shows and movies should be played by disabled actors in real life (e.g. Gaten Matarazzo in Stranger Things)?
3d.
Suppose that the main character has a physical, learning/cognitive, or mental health disability. Assuming the plot and genre are interesting to you, would you be more likely, or less likely, to watch if the character was played by an actor who has that same disability—vs. a non-disabled actor.
3e.
Now suppose that a Content distributor that you don’t currently subscribe to made a commitment to offer more shows and movies that feature actors with a disability. Would that commitment make you…
3e1.
Why would you be to consider subscribing to a service that made a commitment to offer more shows and movies that feature an actor with a disability?
3e2.
Now suppose that a Content distributor that you don’t currently subscribe to made a commitment to offer more shows and movies that feature characters with a disability. Would that commitment make you…
3e3.
Why would you be much more likely, somewhat more likely, or less likely to consider subscribing to a service that made a commitment to offer more shows and movies that feature a character with a disability? 39
3f.
And suppose that a Content distributor that you do subscribe to (such as Netflix, Hulu, or Amazon), made a commitment to offer more shows and movies that feature disabled characters, and actors. How would you feel about the value of that subscription? Would you be…?
3g.
If a Content distributor you currently subscribe to offered more shows and movies that feature disabled characters, and actors, how likely would you be to keep the service in the future?
Background: TV and Movie Behaviors 4a.
In general, do you consider watching TV to be…?
4b.
Which provider do you currently subscribe to for access to live television channels or programming when it airs? If you have service from more than one provider, which is the one you consider your primary television service?
4c.
Does your household currently have any of these online streaming services that can be used to watch TV shows or movies?
4d.
Do you currently watch TV channels through an over-the-air antenna? This could be an antenna connected to your home or directly connected to a TV set.
4e.
In total, how much would you say you spend on all of the TV subscriptions you have each month, adding them all together? We’re just looking for your best estimate. Do not include the amount you pay for broadband internet each month.
4g.
What types of TV shows do you watch on a regular basis, from any source and on any device?
4h.
About how many movies have you seen in a movie theater in the past 12 months?
4i.
And thinking about the past 30 days specifically, about how much have you spent on movie tickets during that time?
4j.
Again, thinking about the past 30 days, about how many movies have you…?
4K.
Again, thinking about the past 30 days, about how much have you spent, in total, on movies that you’ve…?
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4L.
What types of movies do you watch on a regular basis, either at the movie theater or at home?
Demographics
5.
These last few questions are for classification purposes only.
5c.
Which of the following products do you own or have in your home?
5d.
Not including yourself, how many other people live in your household?
5e.
Not including yourself, how many of the other people in your household are:
5f.
What is your marital status?
5g.
What was the last level of education that you completed?
5h. 5i.
What is your current employment status? Do you live in an urban, suburban or rural location?
5j.
What was your household’s total annual income before taxes in 2018?
5k.
Which best describes your race/ethnicity?
THAT COMPLETES OUR INTERVIEW. THANK YOU VERY MUCH FOR YOUR PARTICIPATION!
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