SEÑAL NEWS | RESEARCH WEEK #38

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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