Asians and Pacific Islander (API) viewers do not feel that film and television portray their own stories authentically, according to a new report from McKinsey & Co. and the non-profit organisation Gold House.
The study shows that less than 30% of API consumers feel satisfied with the representation of their racial and ethnic identity in US-produced media. The survey also found that over 80% of API industry leaders do not believe that API experiences are widely represented.
This is despite the success of films such as Everything Everywhere All At Once (2022), which won seven Academy Awards including Best Picture.
The authors write that “Studios have an opportunity to cast a wider, more inclusive net to bring content to new audiences. ”
Potential examples of misrepresentation include the film Crazy Rich Asians (2018), which was criticised for casting biracial and non-Chinese actors as ethnically Chinese characters.
The report claims that improvements to representation in media could generate as much as an extra $4.4 billion per year for the industry. Of the API consumers surveyed, 49% said they’d be willing to spend more money on film and TV if they felt that their experiences were authentically represented.
Currently, Asian Americans spend 0.4% of their income on film and TV. This compares to 0.9% for White and Black consumers.
The report’s authors also concluded that authentic stories are more likely to be told if there is also an API working in a decision-making position. The report reads that “Our analysis found the presence of API talent off-screen is connected with higher API representation on-screen.”
The study calls for a different metric to be used to measure success, such as international box office potential. The authors suggest that regular tracking of trends for specific groups would also help the industry to better understand its consumers.
