My Code, the digital media company that enables brands, agencies, publishers and storytellers to decode and connect with multifaceted and diverse audiences, today released their Multicultural Entertainment report, which examines film and TV audience behaviors and attitudes among AAPI, Black and Hispanic American communities.
The Multicultural Entertainment Report is the third report released since the company rebranded itself to My Code earlier this year, following its Smart Health and Wellness Tech and Smart Home Tech reports. The entertainment report adds to My Code’s growing suite of proprietary data that is designed to help advertisers better understand multicultural audiences as growing concerns of underrepresentation and lack of diversity in media have increased the demand for multicultural populations to be accurately represented.
“There are fast-growing audiences who want and expect authentic representation in the content that’s produced for them to consume, especially as production companies and advertisers look to expand from COVID-19 influences in movie and TV viewing habits to reach wider audiences,” said Jennifer White, COO at My Code. “Our data illuminates the fact that multicultural audiences have specific preferences that require advertisers and studios to take a specialized approach if they’re to build authentic representation in media campaigns that are targeted at increasing diverse audiences.”
The Multicultural Entertainment report was produced by My Code’s Intelligence Center, the company’s proprietary platform dedicated to providing a constant pulse on ever-changing multicultural American consumers’ sentiments, opinions, and habits. The report used data collected from over 1,000 adults representative of all main geographical areas of the United States, ages 18-64, between December 22, 2021, and January 3, 2022.
The report highlights how overall growth across the AAPI, Black, and Hispanic populations outpaces the non-Hispanic White population, with 42% of the U.S. population now identified as multicultural. Additionally, growth in digital video viewership is the fastest among younger generations, with the largest shares of multicultural populations being Millennials, Gen Z, or younger. With multicultural audiences growing and younger generations consuming more media, there’s now a greater demand for accurate representation in new content than ever before, top insights include:
8-in-10 multicultural adults view movies weekly, and it is clear that they value flexibility when watching movies at home, as streaming is the leading at-home movie access point. Over half of multicultural audiences watch action, comedy, drama, or adventure movies, revealing that movie genre choice is not monolithic.
Nearly 9-in-10 multicultural adults watch TV shows weekly, and there is evidence that there is more preference for drama and action/adventure shows, with 49% typically watching each genre and 35% indicating that they typically watch sitcoms. In other words, drama and action/adventure are likely popular TV media diet staples, with other genres filling out individuals’ TV consumption similar to “surrounding content”.
Multicultural viewers don’t always feel understood by production studios, and in turn, studios don’t always make an authentic connection. While nearly all multicultural adults are frequent film and TV viewers, roughly 8-in-10 want to be considered during development, but only 1-in-3 feel the industry understands them.
Diversity in Talent and Production
Overall, multicultural audiences want more authentic representation in TV and movies; 65% want more depictions of multicultural people in ways that break down racial stereotypes, 67% want more diversity among talent playing leading roles, and 67% also want more diversity among the directors and writers that influence content.
Less than half of Multicultural audiences feel that major American awards shows recognize diversity in category nominations, which is reflected in fragmented award show viewership behaviors. As a mirror for the industry, current awards show engagement reflects the role that authentic on- and off-camera representation has in audience building.
To download the My Code Multicultural Entertainment Report, please visit this link to the report.
About My Code
My Code is a digital media company that enables brands, agencies, publishers, and storytellers to decode and connect with multifaceted and diverse audiences. My Code was formed following the expansion of H Code, a 2x Inc. 5000-ranked company founded in 2015, into additional demographics beyond Hispanic consumers. With a diverse team of marketers, sellers, researchers, and storytellers specializing in an ever-growing selection of Cultural and Affinity Codes, My Code helps companies of all sizes reach millions of Hispanic, Black, and AAPI consumers with unmatched authenticity. My Code combines proprietary insights from its Intelligence Center, first-party targetable datasets, and custom creative to deliver unparalleled multimedia content that effectively reaches diverse audiences across the digital landscape. Having evolved from its Hispanic-centric origins, My Code is now a robust, minority-dominant organization dedicated to the economic empowerment of the diverse communities and audiences it represents. Its purpose-driven media marketplace allows advertisers to easily invest in minority-owned and led publishers, creators, and producers. Today, My Code’s employee base is 85% multicultural, 70% Hispanic/Latinx, and 50% female across its offices in the U.S. and Latin America.
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