超越屏幕：戏外多样性吸引新观众

虽然关于媒体代表性的讨论大多围绕观众在屏幕上看到的内容，但对于观众来说，镜头背后的多样性和包容性越来越重要，对吸引新观众的影响力也越来越大。

Diverse talent in roles such as producers, directors and writers shape media content that is more nuanced, accurate and inclusive. But the lack of Black and Hispanic off-camera representation is glaring. According to the Writers Guild of America, in 2020 Black writers made up only 15.5% of TV series writers, 9.7% of plot writers and 7% of screenwriters. And a recent Nielsen study in collaboration with the Latino Donor Collaborative found that just 8% of the 530 most-popular streaming programs have behind-the-camera Hispanic representation.

Audiences looking for representation on both sides of the camera are increasingly turning to diverse-owned media outlets. These broadcasters, networks and publishers deliver an impressive reach across the U.S., but that’s not where their influence ends. While diverse-owned networks are more likely to attract Black and Hispanic viewers, advertising on diverse-owned media can also extend reach to other audiences, especially if those audiences crave inclusive content. And they do.

This year, 53% of overall viewers are more likely to watch inclusive content, up 13% from 2021¹. And these viewers are also spending more time with diverse-owned networks. On national television, for instance, all viewers watched more than 140 million hours of content from Black-owned networks in March 2022―double what Black audiences alone watched².

2022 年 3 月，黑人观众人数超过 4800 万，品牌和广告商如果不对黑人拥有的媒体进行投资，就会错失接触到更多目标观众的机会，也会错失向对多样化内容感兴趣的新观众进行营销的机会。

对于拉丁裔主导内容的观众来说，镜头外的表现形式意味着更高的 "狂欢性 "和新的观众留存率。我们与 Latino Donor Collaborative 合作，评估了幕后表现与尼尔森 Gracenote 对过去一年流媒体播放量最高的内容的新 "狂欢性 "评分之间的关系。 

我们发现，西班牙裔人才对可 "狂欢 "内容的贡献是巨大的。在 2021 年最热门的流媒体节目中，有 134 个节目的 "可狂欢性 "得分在 3 分或以上，即 "高度可狂欢性"。在 "可狂欢性 "最高的内容中，拉美裔人才对节目的制作做出了重大贡献，因为在这 134 个节目中，有 56 个节目的镜头至少有一边是拉美裔代表。

同样值得注意的是，我们的分析发现，拉丁裔主导的内容放大了流媒体平台的价值，因为虽然观众是冲着包容性内容来的，但他们留下来观看的节目比他们原来选择的节目更多。这为广告商提供了一个吸引新观众的机会，通过在镜头内外以多元化人才为中心，留住他们的时间。

尽管有黑人和西班牙裔幕后人才参与的内容表现出色，但整个行业的代表性仍然很低。品牌和广告商可以通过主动寻求与多元化媒体的合作，以及投资于在制作的每个阶段都以多元化为中心的内容和平台，来改变这些差距。这些合作关系为品牌提供了一种方式，使其成为文化公平的拥护者，同时扩大其在新受众中的影响力，成为消费者心目中具有包容性的品牌。

For more insights, download Amplifying Black voices in media: Creating informed, thoughtful and authentic experiences 和 Latino-led content and viewers: The building blocks for streaming’s success.

说明

1. 对电视表现形式的态度研究，2022 年 4 月
2. 尼尔森多元化媒体报告，2022 年 2 月