Di mana merek muncul bagi konsumen sama pentingnya dengan bagaimana merek tersebut muncul. Konten inklusif yang dipasangkan dengan pesan merek yang inklusif dapat menjadi kombinasi yang kuat, tetapi banyak komunitas yang beragam kesulitan untuk menemukan konten yang dapat mereka pahami.
The growth of streaming is undeniable, but traditional television programming remains the primary option for audiences globally. And while diversity in advertising with LGBTQ+ themes is becoming more common, traditional TV programming offers very limited content for this community. As of April 2023, there were only 416 program titles1 on linear television that include video descriptor metadata2 indicating some level of LGBTQ+ representation (theme, topic, character, etc.).
Pada platform streaming, penonton LGBTQ+ memiliki hampir tujuh kali lebih banyak pilihan konten inklusif (2.777 judul), sehingga totalnya di seluruh platform linear dan streaming menjadi 3.193 judul video pada akhir April 2023. Namun, terlepas dari semakin banyaknya pilihan di seluruh lanskap media, jumlah judul baru yang inklusif terhadap LGBTQ+ pada tahun 2020, 2021, dan 2022 mengalami penurunan setelah mencapai puncaknya pada tahun 2019.
Penurunan representasi LGBTQ+ dalam konten mencerminkan dua dinamika berbeda yang akan membentuk masa depan industri video di tahun-tahun mendatang:
- Reduced content production amid economic uncertainty, layoffs throughout the industry, the writer’s strike in the U.S. and the fight to stay afloat following the bursting of the streaming bubble.
- The increasing importance of descriptive-rich video metadata, which is critical in helping viewers discover relevant content as the wealth of available content grows. Nielsen’s most recent U.S. streaming content consumer survey3, for example, found that adults now spend 11 minutes and 16 seconds looking for something to watch, which is up 52% from March 2019.
As media companies scale back production and think more strategically about content, it goes without saying that content aimed at specific audiences will be more affected than content developed for broad audiences—but that may be a misguided approach. According to the latest Where We Are on TV Report from GLAAD, 175 LGBTQ characters will not be returning year-over-year with 140 of those specifically on series which were canceled or otherwise ended.
Separately, in an independent study, online publication Them analyzed the shows that went off the air last year and identified 30 that featured LGBTQ+ characters. Of these 30, 21 featured queer women characters. Although tough business decisions are being made, platforms and content distributors should pay special attention to how they are narrowing or expanding representation of historically excluded communities.
Dari penelitian kami, kami tahu bahwa konten yang inklusif bagi pemirsa memang menarik bagi pemirsa yang luas. Dalam penelitian Attitudes on Representation on TV tahun 2022 di AS, kami menemukan bahwa 87% penonton tertarik untuk menonton acara yang menampilkan orang-orang dari luar kelompok identitas mereka. Di antara pemirsa berusia 25-34 tahun, 15% mengatakan bahwa mereka "sangat tertarik."
9-1-1: Lone Star is a diamond in the rough, given that linear TV programming offers notably less LGBTQ+ inclusive content than streaming services. This FOX drama, which just ended its fourth season, features three lead characters who identify as LGBTQ+, one of whom is a transgender male. The show, which is a spinoff from the original 9-1-1, is also a huge hit with broad audience appeal, as it attracted 8.7 million minutes of viewing among adults 18 and older4 pada tahun 2022.
Platform streaming menyumbang 87% dari konten inklusif LGBTQ+ yang tersedia bagi penonton, dan hal ini tidak hilang begitu saja. Penonton LGBTQ+ memandang film dan program di platform streaming lebih tidak inklusif dibandingkan film dan program di layanan streaming - dan begitu pula dengan penonton heteroseksual.
Yang penting, peningkatan inklusi tidak terbatas pada peningkatan atau produksi baru. Ya, audiens akan senang dengan adanya konten baru yang inklusif, tetapi ada beberapa cara yang dapat dilakukan media untuk meningkatkan representasi dalam rencana produksi dan pemasaran yang sudah ada. Sebagai contoh, audiens LGBTQ+ secara universal percaya bahwa menghindari stereotip dalam konten adalah cara terbaik untuk meningkatkan inklusivitas dalam konten. Industri media dapat memimpin dalam hal ini.
For additional insights, download our recent LGBTQ+ report.
Sumber
1Data Video Global Gracenote
2Metadata is the data about a specific program, such as content description, cast, crew, original air date, production countries and description languages. Video descriptors are assigned to the programming that is most popular among viewers.
3Sept. 22, 2022-Oct. 5, 2022 via online survey.
4Nielsen National TV panel, 2022; adults 18 and older; live +35
