Starz data findings suggest a rise in global demand for diverse content

The company partnered with the Center for Scholars & Storytellers at UCLA to conduct an international survey, intended to analyze consumer demand for diverse representation both in front and behind the camera.

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Starz partnered with the Center for Scholars & Storytellers at UCLA, conducted an international consumer survey examining consumer perceptions and demands for diverse, authentic and inclusive media representation. “Starz is committed to delivering authentic stories that amplify diverse voices to our audience and this survey from the Center for Scholars & Storytellers at UCLA confirms that our strategy correlates with international consumer demand,” said Superna Kalle, President of International for STARZ. 

The findings will be highlighted at today’s STARZ #TakeTheLead “Transparency Talk” on Wednesday, March 16 at 1pm PT / 4pm ET / 8pm GMT. Among the top findings from the “International Audiences Want to See More Diverse Representation On and Off Screen” survey, results indicate that diversity on screen and diversity behind the camera are important drivers of how international audiences choose content.

The respondents from numerous countries, adults 18-90, said that having female and diverse representation behind the camera was important in several countries. In response to questions about whether they felt characteristics important to their identity were well represented in current TV and media, the results show that women felt notably less represented compared to men, and the majority of respondents felt they were not accurately represented, demonstrating a need to continue improving representation on and off screen for global audiences.

 “This report provides firm data that the international consumer cares as much and sometimes more than United States' audiences about what they see on screen and who is behind the screen," Yalda T. Uhls, Founder of the Center for Scholars & Storytellers at UCLA said.

In celebration of Women’s History Month, the Transparency Talk “Exploring Global Progress Towards Gender Equality and the Importance of International Content for Women” will highlight the survey with statistics relating to women, which revealed that women behind the camera was most important in Brazil at a 62.9% rate, 60.6% in Mexico, and 60% in India. Diversity behind the camera was most important in India at 70.6%, Colombia at 65.7%, and Brazil at 63.5%.

Starz is committed to delivering authentic stories that amplify diverse voices to our audience and this survey from the Center for Scholars & Storytellers at UCLA confirms that our strategy correlates with international consumer demand.” Superna Kalle President of International, Starz