Non-white leads in the top TV shows are on the decline, according to a recent study by Samba TV. The study used automatic content recognition (ACR) technology to analyze the 25 highest-reaching streaming and linear TV premiere episodes between January 1 and May 1, 2024. The report excluded reality shows, docuseries, foreign language programs, and animated series. Despite the fact that non-white populations are growing in the U.S. and are more likely to watch inclusive programming, the study found that white people still hold 61% of lead roles in the top 50 television shows, even though they make up only 59% of the U.S. population.
In the top 50 television series premieres, only 39% of the top-billed actors were Black, Hispanic, Asian, mixed race, or another non-white ethnicity, showing a 7% decrease from the previous year. The representation of women in top-billed casts also decreased by 7% to a total of 42%.
Hispanic representation saw a significant decline, dropping by 40% year-over-year to only 6% of top-billed actors, despite making up 19% of the total population. On linear television, Hispanic representation was even lower, accounting for just 3% of leading casts on the 25 highest-reaching linear premieres.
While there were some bright spots in the report, such as an increase in Black leads on linear television and growing Asian representation on streaming platforms, overall, there is still a lack of diversity in casting. Netflix and ABC were highlighted as the most diverse streaming and linear channels, with 56% of the leads being non-white in their top three shows.
Diverse households are 39% more likely to watch shows with a higher percentage of non-white stars, with Black households being 46% more likely, Asian audiences being 23% more inclined, and Hispanic viewers being 26% more likely to tune into diverse-led shows.
The lack of diversity in programming could have implications for advertisers trying to reach underrepresented groups. Hispanic households, for example, are only served 15% of ad impressions, despite their significant spending power. The top five TV advertisers tend to over-index in serving ads to white viewers, impacting the amount of ads reaching Black, Hispanic, and Asian audiences proportionally to their population percentages.
In conclusion, the study highlights the importance of diverse representation in television programming not only for audience engagement but also for advertisers looking to reach a broader consumer base. It is essential for the entertainment industry to take steps towards more inclusive casting practices to better reflect the diverse population of the U.S. and create content that resonates with a wider range of viewers.