A new study from New America’s Better Life Lab, “The Power and Reach of Stories About Work, Family, and Care,” reveals a striking disconnect between what Americans experience in their daily lives and what they see represented on screen. While 92% of U.S. adults consume entertainment content weekly, just 27% report encountering storylines that address the realities of balancing work, family, and caregiving. This underrepresentation, the report suggests, is a missed opportunity for the entertainment industry to engage audiences on universally resonant themes that also have measurable impact on attitudes and policy perspectives.
The research, which surveyed more than 2,500 U.S. adults, found that stories about work, family, and care resonate strongly across demographic lines. Of those who recalled such portrayals, 54% said the content made them think differently about the issues, and 48% reported feeling more empathy toward people facing these challenges. “We know stories have the power to shape hearts, minds, and ultimately policies,” the authors noted, emphasizing the entertainment sector’s role as both a cultural mirror and a driver of social change.
Importantly, the study revealed that demand for authentic representation is high. More than two-thirds of respondents expressed interest in seeing more characters dealing with work-life balance, childcare, eldercare, and related struggles. The gap between audience desire and on-screen depiction is especially notable given the scale of the media market: in 2024, the U.S. entertainment industry generated more than $134 billion in revenue, with streaming services accounting for the largest share of growth.
The report also highlights the strategic value for content creators and distributors. By weaving these themes into popular formats, studios and platforms can tap into an underserved yet highly engaged audience segment. This could translate not only into stronger viewer loyalty but also into greater cultural influence—particularly among younger demographics and multicultural audiences, where interest in socially relevant storytelling is even more pronounced.
The authors conclude that integrating more narratives about work, family, and care is not only an artistic choice but also a sound business strategy. As one of the report’s key findings asserts: “Representation matters—not just for those whose stories are told, but for all of us who watch, learn, and imagine what is possible.”
Do you want me to also prepare a data-driven media strategy framework based on this report so entertainment companies could capitalize on this gap? That would make the business case even stronger.
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