At this point, it should be no surprise that representation is important in television, but Samba TV is highlighting how more diverse casts can benefit studios in its State of Diversity report from Samba TV.
One of the report’s key takeaways after examining viewing patterns for households of different ethnicities is that audiences are much more likely to engage with content where they see themselves represented.
More specifically, the study found a positive correlation of 43% among households of diverse ethnicities watching programs with higher percentages of non-white stars.
Samba reports that Black households saw the strongest correlation, with 67% watching programs with a higher percentage of Black leads.
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