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Asians and Pacific Islanders in Hollywood | McKinsey

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mainstream: Asians and Pacific Islanders in Hollywood</div></h1></div><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-10 mck-u-animation-blur-in-800 ArticleDefault_mck-c-article-default__description__sjoe9"><div><time datetime="2024-04-24T00:00:00Z">April 24, 2024</time> | Report</div></div></div></div></div></div></div><div class="mck-o-container"><div class="mck-o-container--wrapped mck-o-container--mobile-spacing mdc-u-grid mdc-u-grid-gutter-xxl"><section data-layer-region="article-body-header" class="mdc-u-grid mdc-u-grid-col-md-12 mck-u-animation-blur-in-400 byline-share-container"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-7 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-8 mdc-u-ts-10"></div></section><section class="mdc-u-grid mdc-u-grid-col-md-12 mck-u-animation-blur-in-400"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-11"><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-5"><div class="mck-u-links-inline">Asian and Pacific Islander consumers could generate billions of dollars in additional revenue&mdash;if the film and television industry can improve the representation and authenticity of API content.</div></div></div></section><main data-layer-region="article-body" class="mdc-u-grid mdc-u-grid-gutter-xxl"><div class="mdc-u-grid mdc-u-grid-col-1 mdc-u-grid-col-md-12"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-11"><div class="mdc-o-content-body mck-u-dropcap"> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="DownloadsSidebar_mck-c-downloads-sidebar__iFmyt mck-o-xs-right-span"><div data-layer-region="downloads-right-rail"><h3 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-c-heading--title___5qyOB_2734c4f mdc-c-heading--border___K8dj3_2734c4f"></h3><div><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_2734c4f"><a data-component="mdc-c-link" href="#/download/%2F~%2Fmedia%2Fmckinsey%2Ffeatured%20insights%2Fdiversity%20and%20inclusion%2Ffrom%20margins%20to%20mainstream%20asians%20and%20pacific%20islanders%20in%20hollywood%2Ffrom-margins-to-mainstream-asians-and-pacific-islanders-in-hollywood_final.pdf%3FshouldIndex%3Dfalse" class="DownloadsSidebar_mck-c-downloads-sidebar__download-link__fPqFQ mdc-c-link___lBbY1_2734c4f" target="_self" data-layer-event-prefix="Download Link" data-layer-action="click" data-layer-report-type="" data-layer-file-name="from-margins-to-mainstream-asians-and-pacific-islanders-in-hollywood_final" data-layer-report-name="from-margins-to-mainstream-asians-and-pacific-islanders-in-hollywood_final&gt;"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mdc-c-icon--size-md___yi5fA_2734c4f mck-download-icon"></span><span class="mdc-c-link__label___Pfqtd_2734c4f"> (27 pages)</span></a></div></div></div></div> <p><strong>The US film and television industry</strong> has an unmatched influence on popular culture and broader attitudes. The stories it tells and the trends it sparks reverberate in every corner of the country.</p> <div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="lightest-grey" data-module-category="" data-module-gradient-position="bottom-right" class="mck-c-inline-module-container SideBar_mck-c-sidebar__bgimg-wrapper__Qj4Dt mck-o-sm-left-span SideBar_mck-c-sidebar__sidebar-wrapper__Dpjw2 SideBar_mck-c-sidebar__sidebar-wrapper--istablet__IQ6ii mck-u-screen-only mck-c-module-wrapper" data-layer-region="sidebar"><div class="SideBar_mck-c-sidebar__epoAm mck-o-md-center"><div class="SideBar_mck-c-sidebar__share-icons-wrapper__9gB_c"><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_2734c4f mdc-c-link-container--display-column___X0HDD_2734c4f SideBar_mck-c-sidebar__share-icons___eQy6"><button data-component="mdc-c-button" aria-label="Expandable Sidebar" type="button" id="button_id" class="mdc-c-button___U4iY2_2734c4f mdc-c-button--ghost mdc-c-button--size-medium SideBar_mck-c-sidebar__toggle-btn__EL8iE" aria-expanded="false" data-layer-event-prefix="UI Item" data-layer-action="click" data-layer-category="sidebar" data-layer-subcategory="open" data-layer-text="open sidebar"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mdc-c-icon--radial___y3csX_2734c4f mdc-c-icon--size-xxl___cL3ZT_2734c4f mck-plus-no-circle-icon"></span></button></div></div><div class="SideBar_mck-c-sidebar__content-outer__UdWCq"><div class="SideBar_mck-c-sidebar__eyebrow__5GSEq"></div><div class="SideBar_mck-c-sidebar__content__raEwe"><h2 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-u-ts-3 SideBar_mck-c-sidebar__content-heading__NJekY"><div>About the authors</div></h2><div class="SideBar_mck-c-sidebar__content-description__4p9iI mdc-u-ts-7"><div class="mdc-o-content-body"><p>This report is a collaborative effort by <a href="/our-people/kabir-ahuja">Kabir Ahuja</a>, <a href="/our-people/michael-chui">Michael Chui</a>, Elaine Dang, Esther Lee, Joe Takai, and Jackie Wong, representing views from McKinsey’s Technology, Media &amp; Telecommunications Practice. The research in this report was conducted in collaboration with Gold House.</p></div></div></div></div></div></div> <p>By many outward measures, the influence of the Asian and Pacific Islander (API) community on the film and television industry has never been greater. On-screen, for example, <em>Everything Everywhere All at Once</em> took top honors during the 2023 awards season, and Hong Chau is an ascendant star following her Oscar nomination for <em>The Whale</em>. Behind the camera, Chloé Zhao and Taika Waititi have both won Oscars and helmed Marvel Cinematic Universe films, putting them in the top echelon of Hollywood directors. Multihyphenates Mindy Kaling and Dwayne Johnson continue to create critically lauded projects. Meanwhile, a steady stream of overseas movies and TV shows over the past few years has included sensations such as <em>Parasite</em>, <em>Squid Game</em>, and <em>RRR</em>.</p> <p>Our in-depth analysis finds API representation has made significant gains over the past several decades. This progress is encouraging. But much work still remains for API actors and other professionals to catch up with their non-API peers on nearly all metrics.</p> <div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="lightest-grey" data-module-category="" data-module-gradient-position="bottom-right" class="mck-c-inline-module-container SideBar_mck-c-sidebar__bgimg-wrapper__Qj4Dt mck-o-sm-left-span SideBar_mck-c-sidebar__sidebar-wrapper__Dpjw2 SideBar_mck-c-sidebar__sidebar-wrapper--istablet__IQ6ii mck-u-screen-only mck-c-module-wrapper" data-layer-region="sidebar"><div class="SideBar_mck-c-sidebar__epoAm mck-o-md-center"><div class="SideBar_mck-c-sidebar__share-icons-wrapper__9gB_c"><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_2734c4f mdc-c-link-container--display-column___X0HDD_2734c4f SideBar_mck-c-sidebar__share-icons___eQy6"><div data-component="mdc-c-dropdown-menu" class="mdc-c-drop-down"><button data-component="mdc-c-button" aria-label="" type="button" id="button_id" class="mdc-c-button___U4iY2_2734c4f mdc-c-button--ghost mdc-c-button--size-medium mdc-c-drop-down__rootmenu___yJzvz_2734c4f" aria-expanded="false" aria-haspopup="menu"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mdc-c-icon--default___f-hQM_2734c4f mdc-c-icon--size-md___yi5fA_2734c4f mck-share2-icon"></span></button><div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="white" data-module-category="" class=""></div></div><button data-component="mdc-c-button" aria-label="Expandable Sidebar" type="button" id="button_id" class="mdc-c-button___U4iY2_2734c4f mdc-c-button--ghost mdc-c-button--size-medium SideBar_mck-c-sidebar__toggle-btn__EL8iE" aria-expanded="false" data-layer-event-prefix="UI Item" data-layer-action="click" data-layer-category="sidebar" data-layer-subcategory="open" data-layer-text="open sidebar"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mdc-c-icon--radial___y3csX_2734c4f mdc-c-icon--size-xxl___cL3ZT_2734c4f mck-plus-no-circle-icon"></span></button></div></div><div class="SideBar_mck-c-sidebar__content-outer__UdWCq"><div class="SideBar_mck-c-sidebar__eyebrow__5GSEq"></div><div class="SideBar_mck-c-sidebar__content__raEwe"><h2 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-u-ts-3 SideBar_mck-c-sidebar__content-heading__NJekY"><div>About the report</div></h2><div class="SideBar_mck-c-sidebar__content-description__4p9iI mdc-u-ts-7"><div class="mdc-o-content-body"><p><strong>This research</strong> is part of McKinsey’s broader efforts to support inclusive growth across sectors and builds on our prior work and methodology on <a href="/featured-insights/diversity-and-inclusion/black-representation-in-film-and-tv-the-challenges-and-impact-of-increasing-diversity">Black representation</a>  and <a href="/industries/technology-media-and-telecommunications/our-insights/latinos-in-hollywood-amplifying-voices-expanding-horizons">Latino representation</a> in film and TV.</p> <p>This report was built on a number of data sources, including the Luminate Film &amp; TV database and McKinsey surveys of API consumers and API entertainment industry leaders. In addition, we conducted more than 30 interviews and focus groups and surveyed more than 100 entertainment industry leaders to learn about their experiences and discuss findings and potential ideas for the industry to pursue.</p></div></div></div></div></div></div> <p>This report, conducted in collaboration with Gold House, examines the entertainment industry through multiple lenses to identify the factors that could contribute to the underrepresentation of API professionals. Our analysis covers API participation in both on- and off-screen roles across film and television (see sidebar “About the report”).</p> <p>Why is greater API representation a source of opportunity for entertainment executives? Simply put, the industry is missing out on the chance to boost its bottom line by billions of dollars. The industry is in flux: streaming services are seeking new sources of revenue, and movie studios are weathering uneven box-office trends. Studios have an opportunity to cast a wider, more inclusive net to bring content to new audiences. API consumers are already particularly engaged on streaming platforms, and producing and distributing API content in these channels could translate to greater engagement and revenue for the industry.</p> <p>This report offers a set of ideas the industry could pursue to expand opportunities for API professionals in film and TV and create more authentic portrayals of API characters. We acknowledge there is no single solution—addressing representation and authenticity is nuanced, and talent casting relies on an ecosystem of stakeholders. However, we believe the steps in this report could also motivate API consumers to spend more on entertainment, creating a virtuous circle within the industry.</p> <h2>A multibillion-dollar opportunity for the industry</h2> <!-- --> <p>In 2023, McKinsey surveyed 1,000 API consumers in the United States to learn about their perceptions of representation. (For more information about the research and analysis, download the full report.) Survey results revealed that half of respondents would be willing to spend more money and time on film and TV if their experiences were represented more authentically. A closer look at spending habits uncovers significant disparities among groups of consumers. Our research found that Asian American consumers<span class="FootNote_footnote-holder__tjRqy"><a aria-label="footnote" href="javascript:void(0);" class="FootNote_footnote-wrapper__AIRwL undefined FootNote_inactive__VZfCp" aria-describedby="12320f29-384b-4c67-a7e3-fb0bac88f55f"><sup class="FootNote_footnotesup__e73z_">1</sup><span class="FootNote_notch-wrapper__b_5NS"><span class="FootNote_notch__omKtY"></span></span><span class="FootNote_tooltip__QtrbA mdc-u-mt-2"><span class="FootNote_footnote-content__r2OVl"><span id="12320f29-384b-4c67-a7e3-fb0bac88f55f" aria-hidden="true" data-module-theme="light" class="FootNote_footnote-text__VjKgO mck-u-links-inline">Data is limited to Asian American consumers only in the Consumer Expenditure Survey data set.</span></span></span></a></span> earn approximately 30 percent more in annual income, on average, compared with their peers of other races, and they spend less of their income (70 percent for Asian consumers versus 78 and 81 percent for White and Black consumers, respectively). And they spend even less of their income on film and television—approximately 0.4 percent compared with about 0.9 percent for White and Black consumers (Exhibit 1).</p> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-c-inline-module-container mck-o-md-center"><div class="mdc-u-grid mdc-u-grid-gutter-lg mdc-u-grid-col-sm-1 mdc-u-grid--align-start mdc-u-mb-3 GenericItem_mck-c-generic-item__sGwKL"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-gutter-xs GenericItem_mck-c-generic-item__content__gq1m0"><div class="mck-c-eyebrow mdc-u-ts-10"><span> 1</span></div></div></div><div class="mck-u-inline-module-border-top mck-u-inline-module-border-bottom"><picture data-component="mdc-c-picture" class="Exhibit_mck-c-exhibit__image__pyIDm"><source media="(min-width: 768px)" srcSet="/~/media/mckinsey/featured%20insights/diversity%20and%20inclusion/from%20margins%20to%20mainstream%20asians%20and%20pacific%20islanders%20in%20hollywood/svgz_mck230056%20api%20in%20media_updated20240423_ex5vf.svgz?cq=50&amp;cpy=Center"/><img alt="Asian Americans spend significantly less of their income on film and television than other groups." src="/~/media/mckinsey/featured%20insights/diversity%20and%20inclusion/from%20margins%20to%20mainstream%20asians%20and%20pacific%20islanders%20in%20hollywood/svgz_mck230056%20api%20in%20media_updated20240423_ex5vf.svgz?cq=50&amp;cpy=Center" loading="lazy"/></picture></div><div class="mck-u-sr-only"></div></div> <p>Our survey also explored perceptions of authenticity and the willingness to spend both money and time on media. Nearly half of API respondents living in the United States indicated they would spend more money on film and TV and consume more content if API experiences were more authentically represented (Exhibit 2).<span class="FootNote_footnote-holder__tjRqy"><a aria-label="footnote" href="javascript:void(0);" class="FootNote_footnote-wrapper__AIRwL undefined FootNote_inactive__VZfCp" aria-describedby="1aec4620-c9de-4b2a-b81d-1c4870a53632"><sup class="FootNote_footnotesup__e73z_">2</sup><span class="FootNote_notch-wrapper__b_5NS"><span class="FootNote_notch__omKtY"></span></span><span class="FootNote_tooltip__QtrbA mdc-u-mt-2"><span class="FootNote_footnote-content__r2OVl"><span id="1aec4620-c9de-4b2a-b81d-1c4870a53632" aria-hidden="true" data-module-theme="light" class="FootNote_footnote-text__VjKgO mck-u-links-inline">In our survey, 33 percent of participants noted they would spend 1–50 percent more money, 13 percent would spend 51–100 percent more money, and 3 percent would spend more than 100 percent more money.</span></span></span></a></span> This sentiment was more pronounced among consumers aged 18 to 44, who represent a large portion of the rapidly growing population of API consumers.</p> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-c-inline-module-container mck-o-md-center"><div class="mdc-u-grid mdc-u-grid-gutter-lg mdc-u-grid-col-sm-1 mdc-u-grid--align-start mdc-u-mb-3 GenericItem_mck-c-generic-item__sGwKL"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-gutter-xs GenericItem_mck-c-generic-item__content__gq1m0"><div class="mck-c-eyebrow mdc-u-ts-10"><span> 2</span></div></div></div><div class="mck-u-inline-module-border-top mck-u-inline-module-border-bottom"><picture data-component="mdc-c-picture" class="Exhibit_mck-c-exhibit__image__pyIDm"><source media="(min-width: 768px)" srcSet="/~/media/mckinsey/featured%20insights/diversity%20and%20inclusion/from%20margins%20to%20mainstream%20asians%20and%20pacific%20islanders%20in%20hollywood/svgz_mck230056%20api%20in%20media_updated20240423_ex6vf.svgz?cq=50&amp;cpy=Center"/><img alt="Nearly half of API consumers would spend more money or time on more API-authentic film and TV, especially those in younger age brackets." src="/~/media/mckinsey/featured%20insights/diversity%20and%20inclusion/from%20margins%20to%20mainstream%20asians%20and%20pacific%20islanders%20in%20hollywood/svgz_mck230056%20api%20in%20media_updated20240423_ex6vf.svgz?cq=50&amp;cpy=Center" loading="lazy"/></picture></div><div class="mck-u-sr-only"></div></div> <p>The industry could improve content for these consumers by creating films and shows featuring portrayals that are more authentic of the API experience. API leaders in the entertainment industry echo consumer perceptions. In a separate survey of Hollywood executives, more than eight in ten respondents agreed that increasing on-screen API representation in US-produced content could result in higher spending by API households on film and television.</p> <p>To estimate this opportunity, consider that increasing the willingness of API consumers to spend on API-authentic content could generate about $2 billion a year in additional spending on film and television. In an alternative scenario, if API consumers spent the same share of their income on film and television as White consumers do, the opportunity rises to $4 billion annually. This potential broadening of the market for API consumers would help studios and streaming services as they find their way through a shifting consumer landscape. <a href="https://www.nielsen.com/wp-content/uploads/sites/2/2023/04/2023-asian-american-engagement-report.pdf">A Nielsen study</a> found that streaming, including YouTube (see sidebar “Streaming and API inclusion”) has the greatest share of screen for API actors compared with broadcast and cable. Asian Americans allocate 27 percent more time to streaming than the general population—a signal that increased representation could be key to greater engagement.</p> <p>Given demographic trends, the total value at stake will likely only increase in the future. The US API population grew from 10.8 million in 2000 to 19.5 million in 2019, a jump of more than 80 percent. It is expected to almost double to 37.9 million—nearly 9 percent of the US population—by 2060. Our projections indicate that by 2060, the total opportunity to capture additional spending could rise to approximately $4 billion to $8 billion a year in today’s dollars if spending and income patterns continue.</p> <p>These figures likely underestimate the impact of greater and more-authentic representation: more time spent on consuming content can result in higher advertising revenue on streaming and social media, and this indirect effect is not reflected in the US Bureau of Labor Statistics’ Consumer Expenditure Surveys.</p> <h2>Examining API representation in film and television</h2> <p>Although the industry has made visible progress on API representation over the past several decades, this pattern has not necessarily convinced API consumers that their experiences and stories are being authentically portrayed. Getting to the root sources of this perception requires deeper examination.</p> <h3>API consumers don’t perceive authentic portrayals in media</h3> <p>Understanding the perceptions of authenticity among API consumers is the first step to implementing effective solutions. Our survey found widespread dissatisfaction among API consumers: less than 30 percent of respondents believe their racial and ethnic identity is authentically represented in film and television (Exhibit 3). This negative perception is more acute for East Asians, Southeast Asians, and Pasifika respondents. The results highlight an opportunity to move the large group of neutral respondents into the positive perception category.</p> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-c-inline-module-container mck-o-md-center"><div class="mdc-u-grid mdc-u-grid-gutter-lg mdc-u-grid-col-sm-1 mdc-u-grid--align-start mdc-u-mb-3 GenericItem_mck-c-generic-item__sGwKL"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-gutter-xs GenericItem_mck-c-generic-item__content__gq1m0"><div class="mck-c-eyebrow mdc-u-ts-10"><span> 3</span></div></div></div><div class="mck-u-inline-module-border-top mck-u-inline-module-border-bottom"><picture data-component="mdc-c-picture" class="Exhibit_mck-c-exhibit__image__pyIDm"><source media="(min-width: 768px)" srcSet="/~/media/mckinsey/featured%20insights/diversity%20and%20inclusion/from%20margins%20to%20mainstream%20asians%20and%20pacific%20islanders%20in%20hollywood/svgz_mck230056%20api%20in%20media_updated20240423_ex1vf.svgz?cq=50&amp;cpy=Center"/><img alt="Less than 30 percent of APIs feel they are authentically represented in US-produced media." src="/~/media/mckinsey/featured%20insights/diversity%20and%20inclusion/from%20margins%20to%20mainstream%20asians%20and%20pacific%20islanders%20in%20hollywood/svgz_mck230056%20api%20in%20media_updated20240423_ex1vf.svgz?cq=50&amp;cpy=Center" loading="lazy"/></picture></div><div class="mck-u-sr-only"></div></div> <p>Such impressions are also shared by API entertainment industry experts. According to our survey, more than 80 percent of respondents do not believe API experiences are widely represented in US-produced media.</p> <h3>Overall API representation has increased thanks to content originating outside the United States</h3> <p>The past two decades have seen a dramatic jump in the share of films distributed in the United States with API representation in on-screen lead roles. From 2018 to 2022, API actors made up 14 to 20 percent of on-screen lead roles in US-distributed films. However, films produced outside the United States, especially those produced in the Asia–Pacific (APAC) region, account for 70 to 90 percent of those films.</p> <div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="lightest-grey" data-module-category="" data-module-gradient-position="bottom-right" class="mck-c-inline-module-container SideBar_mck-c-sidebar__bgimg-wrapper__Qj4Dt mck-o-sm-left-span SideBar_mck-c-sidebar__sidebar-wrapper__Dpjw2 SideBar_mck-c-sidebar__sidebar-wrapper--istablet__IQ6ii mck-u-screen-only mck-c-module-wrapper" data-layer-region="sidebar"><div class="SideBar_mck-c-sidebar__epoAm mck-o-md-center"><div class="SideBar_mck-c-sidebar__share-icons-wrapper__9gB_c"><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_2734c4f mdc-c-link-container--display-column___X0HDD_2734c4f SideBar_mck-c-sidebar__share-icons___eQy6"><div data-component="mdc-c-dropdown-menu" class="mdc-c-drop-down"><button data-component="mdc-c-button" aria-label="" type="button" id="button_id" class="mdc-c-button___U4iY2_2734c4f mdc-c-button--ghost mdc-c-button--size-medium mdc-c-drop-down__rootmenu___yJzvz_2734c4f" aria-expanded="false" aria-haspopup="menu"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mdc-c-icon--default___f-hQM_2734c4f mdc-c-icon--size-md___yi5fA_2734c4f mck-share2-icon"></span></button><div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="white" data-module-category="" class=""></div></div><button data-component="mdc-c-button" aria-label="Expandable Sidebar" type="button" id="button_id" class="mdc-c-button___U4iY2_2734c4f mdc-c-button--ghost mdc-c-button--size-medium SideBar_mck-c-sidebar__toggle-btn__EL8iE" aria-expanded="false" data-layer-event-prefix="UI Item" data-layer-action="click" data-layer-category="sidebar" data-layer-subcategory="open" data-layer-text="open sidebar"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mdc-c-icon--radial___y3csX_2734c4f mdc-c-icon--size-xxl___cL3ZT_2734c4f mck-plus-no-circle-icon"></span></button></div></div><div class="SideBar_mck-c-sidebar__content-outer__UdWCq"><div class="SideBar_mck-c-sidebar__eyebrow__5GSEq"></div><div class="SideBar_mck-c-sidebar__content__raEwe"><h2 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-u-ts-3 SideBar_mck-c-sidebar__content-heading__NJekY"><div>Streaming and API inclusion</div></h2><div class="SideBar_mck-c-sidebar__content-description__4p9iI mdc-u-ts-7"><div class="mdc-o-content-body"><p><strong>Streaming services</strong> have greatly expanded the amount of programming in production and democratized access to decades’ worth of content. They provide a platform with the potential for greater representation: in 2022, Asian and Pacific Islander (API) actors accounted for a 10 percent share of screen across the 462 most-watched titles on the top streaming platforms.<span class="FootNote_footnote-holder__tjRqy"><a aria-label="footnote" href="javascript:void(0);" class="FootNote_footnote-wrapper__AIRwL undefined FootNote_inactive__VZfCp" aria-describedby="8fa2f5cc-f3d7-45b3-89a5-5e474ebfe829"><sup class="FootNote_footnotesup__e73z_">1</sup><span class="FootNote_notch-wrapper__b_5NS"><span class="FootNote_notch__omKtY"></span></span><span class="FootNote_tooltip__QtrbA mdc-u-mt-2"><span class="FootNote_footnote-content__r2OVl"><span id="8fa2f5cc-f3d7-45b3-89a5-5e474ebfe829" aria-hidden="true" data-module-theme="light" class="FootNote_footnote-text__VjKgO mck-u-links-inline"><em>Seen, heard, valued: Engaging Asian Americans through media</em>, Nielsen Company (US), 2023.</span></span></span></a></span> They have also opened the door to programs that might have been excluded when just a handful of channels acted as the gatekeepers of content in the United States.</p> <p>API representation on YouTube and social media platforms may be a leading indicator of future talent and streaming. Among the API entertainment leaders in our survey, 85 percent agreed US-produced API content is more readily available on social media (such as YouTube and TikTok) than in traditional film and on television.</p> <p>Over the past decade, API talent and creators have found on YouTube the home they were seeking in mainstream media. A number of API stars have amassed millions of followers on YouTube, a platform that allows young Asian Americans—“who often can’t find accurate depictions of themselves in mainstream media,” as CNN News correspondent Ted Rowlands put it—to find content that resonates with them.<span class="FootNote_footnote-holder__tjRqy"><a aria-label="footnote" href="javascript:void(0);" class="FootNote_footnote-wrapper__AIRwL undefined FootNote_inactive__VZfCp" aria-describedby="79815a27-1ed8-4bfa-bde2-6daa5a1ae685"><sup class="FootNote_footnotesup__e73z_">2</sup><span class="FootNote_notch-wrapper__b_5NS"><span class="FootNote_notch__omKtY"></span></span><span class="FootNote_tooltip__QtrbA mdc-u-mt-2"><span class="FootNote_footnote-content__r2OVl"><span id="79815a27-1ed8-4bfa-bde2-6daa5a1ae685" aria-hidden="true" data-module-theme="light" class="FootNote_footnote-text__VjKgO mck-u-links-inline">CNN Newsroom, August 15, 2009.</span></span></span></a></span> Wong Fu Productions, for example, has become something of an incubator of API talent, working with actors and musicians such as Randall Park, Simu Liu, and Far East Movement before they achieved mainstream success. More recently, creators such as Drew Afualo, Alan Chikin Chow, and Bella Poarch have made a name for themselves on YouTube and TikTok.</p></div></div></div></div></div></div> <p>This influx, enabled in part by the popularity of streaming services starting in the mid-2010s, has resulted in skyrocketing representation—from just 2 percent in 2002 to double digits two decades later (Exhibit 4). Meanwhile, the share of films produced in the United States increased from 2 percent to just over 3 percent during that period, meaning API actors are underrepresented by 50 percent in US-produced films relative to the 6 percent API representation in the US population. This discrepancy contributes to a notable divergence: API content from other countries has boosted overall representation, yet API consumers in the United States do not feel their stories are being authentically portrayed.</p> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-c-inline-module-container mck-o-md-center"><div class="mdc-u-grid mdc-u-grid-gutter-lg mdc-u-grid-col-sm-1 mdc-u-grid--align-start mdc-u-mb-3 GenericItem_mck-c-generic-item__sGwKL"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-gutter-xs GenericItem_mck-c-generic-item__content__gq1m0"><div class="mck-c-eyebrow mdc-u-ts-10"><span> 4</span></div></div></div><div class="mck-u-inline-module-border-top mck-u-inline-module-border-bottom"><picture data-component="mdc-c-picture" class="Exhibit_mck-c-exhibit__image__pyIDm"><source media="(min-width: 768px)" srcSet="/~/media/mckinsey/featured%20insights/diversity%20and%20inclusion/from%20margins%20to%20mainstream%20asians%20and%20pacific%20islanders%20in%20hollywood/svgz_mck230056%20api%20in%20media_updated20240423_ex2vf.svgz?cq=50&amp;cpy=Center"/><img alt="API on-screen representation in film has increased, propelled by films produced outside the United States." src="/~/media/mckinsey/featured%20insights/diversity%20and%20inclusion/from%20margins%20to%20mainstream%20asians%20and%20pacific%20islanders%20in%20hollywood/svgz_mck230056%20api%20in%20media_updated20240423_ex2vf.svgz?cq=50&amp;cpy=Center" loading="lazy"/></picture></div><div class="mck-u-sr-only"></div></div> <p>Another way to gauge the impact and influence of films is by their box-office revenues. For movies released in the United States from 2018 to 2022, films with API leads produced outside the United States made up less than 2 percent of total US box office, whereas those produced in the United States accounted for nearly 8 percent.</p> <h3>API content faces genre challenges in both film and television</h3> <p>API actor appearances are not all equal. A closer examination of the nature of lead roles and representation of API actors in film and television can provide a more accurate view.</p> <p>As noted earlier, API actors account for about 3 percent of both lead and supporting roles in films produced in the United States—roughly half the level of API representation in the US population. During the 2018–22 period, about 280 films had at least one API lead, and just over half of those were API race-agnostic. The percentage of API race-agnostic films was even greater when considering only the films with a wide theatrical release (more than 600 theaters). Almost two-thirds of these films were API race-agnostic, with a substantial number of them being action and adventure films. As a result, fewer of the films seen by larger audiences told API stories or featured characters with API backgrounds. We found a similar pattern in television episodes.</p> <p>As in film, the representation of API actors in television varies considerably by genre. From 2018 to 2022, more than 55 percent of the approximately 903 episodes with API leads were race-agnostic. Fully 35 percent of the 903 episodes with API leads were part of animated series, compared with 12 percent for shows without an API lead (Exhibit 5). The greater percentage of animated shows is driven by a smaller percentage of dramas and nonscripted shows (for example, reality TV).</p> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-c-inline-module-container mck-o-md-center"><div class="mdc-u-grid mdc-u-grid-gutter-lg mdc-u-grid-col-sm-1 mdc-u-grid--align-start mdc-u-mb-3 GenericItem_mck-c-generic-item__sGwKL"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-gutter-xs GenericItem_mck-c-generic-item__content__gq1m0"><div class="mck-c-eyebrow mdc-u-ts-10"><span> 5</span></div></div></div><div class="mck-u-inline-module-border-top mck-u-inline-module-border-bottom"><picture data-component="mdc-c-picture" class="Exhibit_mck-c-exhibit__image__pyIDm"><source media="(min-width: 768px)" srcSet="/~/media/mckinsey/featured%20insights/diversity%20and%20inclusion/from%20margins%20to%20mainstream%20asians%20and%20pacific%20islanders%20in%20hollywood/svgz_mck230056%20api%20in%20media_updated20240423_ex3vf.svgz?cq=50&amp;cpy=Center"/><img alt="More than one-third of TV episodes with API leads are animated shows, compared to one-eighth of TV episodes with leads of other races." src="/~/media/mckinsey/featured%20insights/diversity%20and%20inclusion/from%20margins%20to%20mainstream%20asians%20and%20pacific%20islanders%20in%20hollywood/svgz_mck230056%20api%20in%20media_updated20240423_ex3vf.svgz?cq=50&amp;cpy=Center" loading="lazy"/></picture></div><div class="mck-u-sr-only"></div></div> <h3>Off-screen talent and on-screen representation appear to be mutually reinforcing</h3> <p>In interviews with experts in the entertainment industry, we delved into how off-screen talent and on-screen representation could reinforce each other. Executives sounded a common refrain: people in key off-screen roles (directors, writers, producers, and showrunners) have influence on who gets cast in on-screen roles, and lead actors often request to work with specific people or profiles. The cycle is mutually reinforcing.</p> <p>Our analysis found the presence of API talent off-screen is connected with higher API representation on-screen. Among US-distributed television shows with no API talent in key off-screen roles, about 3 percent had at least one API lead. But more than 21 percent of shows with at least one API person in a key off-screen role had an API lead (Exhibit 6). The pattern is even more pronounced in US-produced films. Among movies with no API talent in key off-screen roles, just under 6 percent have at least one API lead. But when an API professional is in an off-screen role, the share of films with an API lead goes up to 37 percent.</p> <p>This dynamic highlights the question of cause and effect: are API lead actors getting roles because API off-screen professionals advocate for them, or the other way around? Further, are API professionals more likely to take off-screen roles on productions that feature API stories, or vice versa? Regardless, the connection of these factors demonstrates the need for greater API visibility in media.</p> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-c-inline-module-container mck-o-md-center"><div class="mdc-u-grid mdc-u-grid-gutter-lg mdc-u-grid-col-sm-1 mdc-u-grid--align-start mdc-u-mb-3 GenericItem_mck-c-generic-item__sGwKL"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-gutter-xs GenericItem_mck-c-generic-item__content__gq1m0"><div class="mck-c-eyebrow mdc-u-ts-10"><span> 6</span></div></div></div><div class="mck-u-inline-module-border-top mck-u-inline-module-border-bottom"><picture data-component="mdc-c-picture" class="Exhibit_mck-c-exhibit__image__pyIDm"><source media="(min-width: 768px)" srcSet="/~/media/mckinsey/featured%20insights/diversity%20and%20inclusion/from%20margins%20to%20mainstream%20asians%20and%20pacific%20islanders%20in%20hollywood/svgz_mck230056%20api%20in%20media_updated20240423_ex4vf.svgz?cq=50&amp;cpy=Center"/><img alt="The presence of API talent in key off-screen roles is consistent with higher on-screen API representation." src="/~/media/mckinsey/featured%20insights/diversity%20and%20inclusion/from%20margins%20to%20mainstream%20asians%20and%20pacific%20islanders%20in%20hollywood/svgz_mck230056%20api%20in%20media_updated20240423_ex4vf.svgz?cq=50&amp;cpy=Center" loading="lazy"/></picture></div><div class="mck-u-sr-only"></div></div> <h2>Ideas to increase API representation and authenticity</h2> <p>Addressing the visibility and authenticity of API representation in film and television could unlock significant rewards. One challenge is the breadth of stakeholders who must be mobilized: every film and television production involves scores of people making multiple decisions a day. As our analyses and surveys uncovered, the challenges for API representation span the industry’s entire ecosystem. Although we don’t have all the answers, we have distilled our analyses and discussions with industry leaders into a few big ideas that could help the film and television industry tap into this multibillion-dollar opportunity for API content:</p> <ol> <li><em>Increase the likelihood that API projects will be approved and distributed</em>. Promoting API representation in leadership positions with decision-making authority can help authentic stories make it from the page to the screen.</li> <li><em>Increase financial support for API projects and creators</em>. Securing marketing funds can not only increase the possibility of commercial success but also potentially boost the revenues and reach of successful films.</li> <li><em>Invest in API off-screen talent</em>. Ensuring that API professionals have the same opportunities as their peers calls for a greater emphasis on hiring and promotion for off-screen roles as well as investments in skill development and apprenticeship.</li> <li><em>Expand the criteria for evaluating projects</em>. Traditional comparables may not be the right way to assess success for API projects. Broadening the definition for not just API projects but all projects (for example, adding international box office potential and evaluating critical acclaim) could help the industry evaluate content from different perspectives.</li> <li><em>Continue to understand the state of API representation</em>. Making progress over the long term requires regularly tracking data and identifying trends for specific groups and intersectionalities. With this increased visibility, industry leaders could develop a shared understanding of persistent challenges and the most effective interventions.</li> </ol> <p>These ideas are just a start. Given the changing nature of the industry, executives could also explore creative solutions to improve representation, such as analyzing the potential of ad sales through API content.</p> <p>Our research demonstrates the film and television industry has several compelling reasons to champion API representation in front of and behind the camera. However, it doesn’t need to act out of altruism. The reward for getting it right could be a windfall of billions of dollars in annual revenues—and the prize will only grow. Capturing this opportunity would require a broader shift among decision makers in how capital is allocated for projects.</p> <p>Progress won’t be easy, but when the enhanced richness and authenticity of storytelling could be accompanied by such a substantial opportunity, the business case is clear.</p></div><div class="container-placeholder"></div></div></div><div class="mdc-u-grid mdc-u-grid-gutter-xl"><section role="contentinfo" data-layer-region="article-about-authors" class="mdc-u-grid mdc-u-grid-col-md-12 AboutAuthor_mck-c-about-author__nRJzu"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-11"><h5 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-c-heading--title___5qyOB_2734c4f mdc-c-heading--border___K8dj3_2734c4f mdc-u-align-center"></h5><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-8 mck-u-links-inline mck-u-links-inline--secondary mdc-u-mt-5"><div><p><strong><a href="/our-people/kabir-ahuja">Kabir Ahuja</a></strong> is a senior partner in McKinsey&rsquo;s New York office; <strong><a href="/our-people/michael-chui">Michael Chui</a></strong> is a partner in the Bay Area office; <strong>Elaine Dang</strong> is a consultant in the Southern California office, where <strong>Joe Takai </strong>is a partner; <strong>Esther Lee</strong> is a consultant in the Seattle office; and Jackie Wong is a senior expert in the Philadelphia office.</p> <p>The authors wish to thank Aria Ashrafzadeh, Ximena Bobadilla, Brandon Cartagena, Alice Ding-Nelson, Jenny Gao, Maria Gutierrez, Ridhima Mishra, Ravali Thimmapuram, Keenan Weaving, and Isabelle Yang for their contributions to this report. The research in this report was conducted in collaboration with Gold House.</p></div></div></div></section><section class="mdc-u-grid mdc-u-grid-col-md-12 mck-u-screen-only"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-5 mdc-u-grid-col-lg-end-9"><h5 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-c-heading--title___5qyOB_2734c4f mdc-c-heading--border___K8dj3_2734c4f mdc-u-align-center">Explore a career with us</h5><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_2734c4f mdc-c-link-container--align-center___ar3mu_2734c4f"><a data-component="mdc-c-link" href="/careers/search-jobs" class="mdc-c-button___U4iY2_2734c4f mdc-c-button--secondary___Boipq_2734c4f mdc-c-button--size-large___jwpUy_2734c4f" aria-label="Search Openings" data-layer-event-prefix="CTA Link" data-layer-action="click" data-layer-category="careers" data-layer-subcategory="search" data-layer-text="Search Openings"><span 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industry can improve the representation and authenticity of API content."},"displayDate":{"jsonValue":{"value":"2024-04-24T00:00:00Z"}},"body":{"value":"[[Audio 1]]\n[[DownloadsSidebar]]\n\u003cp\u003e\u003cstrong\u003eThe US film and television industry\u003c/strong\u003e has an unmatched influence on popular culture and broader attitudes. The stories it tells and the trends it sparks reverberate in every corner of the country.\u003c/p\u003e\n[[sidebar authors]]\n\u003cp\u003eBy many outward measures, the influence of the Asian and Pacific Islander (API) community on the film and television industry has never been greater. On-screen, for example, \u003cem\u003eEverything Everywhere All at Once\u003c/em\u003e took top honors during the 2023 awards season, and Hong Chau is an ascendant star following her Oscar nomination for \u003cem\u003eThe Whale\u003c/em\u003e. Behind the camera, Chlo\u0026eacute; Zhao and Taika Waititi have both won Oscars and helmed Marvel Cinematic Universe films, putting them in the top echelon of Hollywood directors. Multihyphenates Mindy Kaling and Dwayne Johnson continue to create critically lauded projects. Meanwhile, a steady stream of overseas movies and TV shows over the past few years has included sensations such as \u003cem\u003eParasite\u003c/em\u003e, \u003cem\u003eSquid Game\u003c/em\u003e, and \u003cem\u003eRRR\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eOur in-depth analysis finds API representation has made significant gains over the past several decades. This progress is encouraging. But much work still remains for API actors and other professionals to catch up with their non-API peers on nearly all metrics.\u003c/p\u003e\n[[sidebar 2]]\n\u003cp\u003eThis report, conducted in collaboration with Gold House, examines the entertainment industry through multiple lenses to identify the factors that could contribute to the underrepresentation of API professionals. Our analysis covers API participation in both on- and off-screen roles across film and television (see sidebar \u0026ldquo;About the report\u0026rdquo;).\u003c/p\u003e\n\u003cp\u003eWhy is greater API representation a source of opportunity for entertainment executives? Simply put, the industry is missing out on the chance to boost its bottom line by billions of dollars. The industry is in flux: streaming services are seeking new sources of revenue, and movie studios are weathering uneven box-office trends. Studios have an opportunity to cast a wider, more inclusive net to bring content to new audiences. API consumers are already particularly engaged on streaming platforms, and producing and distributing API content in these channels could translate to greater engagement and revenue for the industry.\u003c/p\u003e\n\u003cp\u003eThis report offers a set of ideas the industry could pursue to expand opportunities for API professionals in film and TV and create more authentic portrayals of API characters. We acknowledge there is no single solution\u0026mdash;addressing representation and authenticity is nuanced, and talent casting relies on an ecosystem of stakeholders. However, we believe the steps in this report could also motivate API consumers to spend more on entertainment, creating a virtuous circle within the industry.\u003c/p\u003e\n\u003ch2\u003eA multibillion-dollar opportunity for the industry\u003c/h2\u003e\n[[MostPopularArticles 5]]\n\u003cp\u003eIn 2023, McKinsey surveyed 1,000 API consumers in the United States to learn about their perceptions of representation. (For more information about the research and analysis, download the full report.) Survey results revealed that half of respondents would be willing to spend more money and time on film and TV if their experiences were represented more authentically. A closer look at spending habits uncovers significant disparities among groups of consumers. Our research found that Asian American consumers[[footnote 1]] earn approximately 30 percent more in annual income, on average, compared with their peers of other races, and they spend less of their income (70 percent for Asian consumers versus 78 and 81 percent for White and Black consumers, respectively). And they spend even less of their income on film and television\u0026mdash;approximately 0.4 percent compared with about 0.9 percent for White and Black consumers (Exhibit 1).\u003c/p\u003e\n[[exhibit 5]]\n\u003cp\u003eOur survey also explored perceptions of authenticity and the willingness to spend both money and time on media. Nearly half of API respondents living in the United States indicated they would spend more money on film and TV and consume more content if API experiences were more authentically represented (Exhibit 2).[[footnote 2]] This sentiment was more pronounced among consumers aged 18 to 44, who represent a large portion of the rapidly growing population of API consumers.\u003c/p\u003e\n[[exhibit 6]]\n\u003cp\u003eThe industry could improve content for these consumers by creating films and shows featuring portrayals that are more authentic of the API experience. API leaders in the entertainment industry echo consumer perceptions. In a separate survey of Hollywood executives, more than eight in ten respondents agreed that increasing on-screen API representation in US-produced content could result in higher spending by API households on film and television.\u003c/p\u003e\n\u003cp\u003eTo estimate this opportunity, consider that increasing the willingness of API consumers to spend on API-authentic content could generate about $2 billion a year in additional spending on film and television. In an alternative scenario, if API consumers spent the same share of their income on film and television as White consumers do, the opportunity rises to $4 billion annually. This potential broadening of the market for API consumers would help studios and streaming services as they find their way through a shifting consumer landscape. \u003ca href=\"https://www.nielsen.com/wp-content/uploads/sites/2/2023/04/2023-asian-american-engagement-report.pdf\"\u003eA Nielsen study\u003c/a\u003e found that streaming, including YouTube (see sidebar \u0026ldquo;Streaming and API inclusion\u0026rdquo;) has the greatest share of screen for API actors compared with broadcast and cable. Asian Americans allocate 27 percent more time to streaming than the general population\u0026mdash;a signal that increased representation could be key to greater engagement.\u003c/p\u003e\n\u003cp\u003eGiven demographic trends, the total value at stake will likely only increase in the future. The US API population grew from 10.8 million in 2000 to 19.5 million in 2019, a jump of more than 80 percent. It is expected to almost double to 37.9 million\u0026mdash;nearly 9 percent of the US population\u0026mdash;by 2060. Our projections indicate that by 2060, the total opportunity to capture additional spending could rise to approximately $4 billion to $8 billion a year in today\u0026rsquo;s dollars if spending and income patterns continue.\u003c/p\u003e\n\u003cp\u003eThese figures likely underestimate the impact of greater and more-authentic representation: more time spent on consuming content can result in higher advertising revenue on streaming and social media, and this indirect effect is not reflected in the US Bureau of Labor Statistics\u0026rsquo; Consumer Expenditure Surveys.\u003c/p\u003e\n\u003ch2\u003eExamining API representation in film and television\u003c/h2\u003e\n\u003cp\u003eAlthough the industry has made visible progress on API representation over the past several decades, this pattern has not necessarily convinced API consumers that their experiences and stories are being authentically portrayed. Getting to the root sources of this perception requires deeper examination.\u003c/p\u003e\n\u003ch3\u003eAPI consumers don\u0026rsquo;t perceive authentic portrayals in media\u003c/h3\u003e\n\u003cp\u003eUnderstanding the perceptions of authenticity among API consumers is the first step to implementing effective solutions. Our survey found widespread dissatisfaction among API consumers: less than 30 percent of respondents believe their racial and ethnic identity is authentically represented in film and television (Exhibit 3). This negative perception is more acute for East Asians, Southeast Asians, and Pasifika respondents. The results highlight an opportunity to move the large group of neutral respondents into the positive perception category.\u003c/p\u003e\n[[exhibit 1]]\n\u003cp\u003eSuch impressions are also shared by API entertainment industry experts. According to our survey, more than 80 percent of respondents do not believe API experiences are widely represented in US-produced media.\u003c/p\u003e\n\u003ch3\u003eOverall API representation has increased thanks to content originating outside the United States\u003c/h3\u003e\n\u003cp\u003eThe past two decades have seen a dramatic jump in the share of films distributed in the United States with API representation in on-screen lead roles. From 2018 to 2022, API actors made up 14 to 20 percent of on-screen lead roles in US-distributed films. However, films produced outside the United States, especially those produced in the Asia\u0026ndash;Pacific (APAC) region, account for 70 to 90 percent of those films.\u003c/p\u003e\n[[sidebar 3]]\n\u003cp\u003eThis influx, enabled in part by the popularity of streaming services starting in the mid-2010s, has resulted in skyrocketing representation\u0026mdash;from just 2 percent in 2002 to double digits two decades later (Exhibit 4). Meanwhile, the share of films produced in the United States increased from 2 percent to just over 3 percent during that period, meaning API actors are underrepresented by 50 percent in US-produced films relative to the 6 percent API representation in the US population. This discrepancy contributes to a notable divergence: API content from other countries has boosted overall representation, yet API consumers in the United States do not feel their stories are being authentically portrayed.\u003c/p\u003e\n[[exhibit 2]]\n\u003cp\u003eAnother way to gauge the impact and influence of films is by their box-office revenues. For movies released in the United States from 2018 to 2022, films with API leads produced outside the United States made up less than 2 percent of total US box office, whereas those produced in the United States accounted for nearly 8 percent.\u003c/p\u003e\n\u003ch3\u003eAPI content faces genre challenges in both film and television\u003c/h3\u003e\n\u003cp\u003eAPI actor appearances are not all equal. A closer examination of the nature of lead roles and representation of API actors in film and television can provide a more accurate view.\u003c/p\u003e\n\u003cp\u003eAs noted earlier, API actors account for about 3 percent of both lead and supporting roles in films produced in the United States\u0026mdash;roughly half the level of API representation in the US population. During the 2018\u0026ndash;22 period, about 280 films had at least one API lead, and just over half of those were API race-agnostic. The percentage of API race-agnostic films was even greater when considering only the films with a wide theatrical release (more than 600 theaters). Almost two-thirds of these films were API race-agnostic, with a substantial number of them being action and adventure films. As a result, fewer of the films seen by larger audiences told API stories or featured characters with API backgrounds. We found a similar pattern in television episodes.\u003c/p\u003e\n\u003cp\u003eAs in film, the representation of API actors in television varies considerably by genre. From 2018 to 2022, more than 55 percent of the approximately 903 episodes with API leads were race-agnostic. Fully 35 percent of the 903 episodes with API leads were part of animated series, compared with 12 percent for shows without an API lead (Exhibit 5). The greater percentage of animated shows is driven by a smaller percentage of dramas and nonscripted shows (for example, reality TV).\u003c/p\u003e\n[[exhibit 3]]\n\u003ch3\u003eOff-screen talent and on-screen representation appear to be mutually reinforcing\u003c/h3\u003e\n\u003cp\u003eIn interviews with experts in the entertainment industry, we delved into how off-screen talent and on-screen representation could reinforce each other. Executives sounded a common refrain: people in key off-screen roles (directors, writers, producers, and showrunners) have influence on who gets cast in on-screen roles, and lead actors often request to work with specific people or profiles. The cycle is mutually reinforcing.\u003c/p\u003e\n\u003cp\u003eOur analysis found the presence of API talent off-screen is connected with higher API representation on-screen. Among US-distributed television shows with no API talent in key off-screen roles, about 3 percent had at least one API lead. But more than 21 percent of shows with at least one API person in a key off-screen role had an API lead (Exhibit 6). The pattern is even more pronounced in US-produced films. Among movies with no API talent in key off-screen roles, just under 6 percent have at least one API lead. But when an API professional is in an off-screen role, the share of films with an API lead goes up to 37 percent.\u003c/p\u003e\n\u003cp\u003eThis dynamic highlights the question of cause and effect: are API lead actors getting roles because API off-screen professionals advocate for them, or the other way around? Further, are API professionals more likely to take off-screen roles on productions that feature API stories, or vice versa? Regardless, the connection of these factors demonstrates the need for greater API visibility in media.\u003c/p\u003e\n[[exhibit 4]]\n\u003ch2\u003eIdeas to increase API representation and authenticity\u003c/h2\u003e\n\u003cp\u003eAddressing the visibility and authenticity of API representation in film and television could unlock significant rewards. One challenge is the breadth of stakeholders who must be mobilized: every film and television production involves scores of people making multiple decisions a day. As our analyses and surveys uncovered, the challenges for API representation span the industry\u0026rsquo;s entire ecosystem. Although we don\u0026rsquo;t have all the answers, we have distilled our analyses and discussions with industry leaders into a few big ideas that could help the film and television industry tap into this multibillion-dollar opportunity for API content:\u003c/p\u003e\n\u003col\u003e\n \u003cli\u003e\u003cem\u003eIncrease the likelihood that API projects will be approved and distributed\u003c/em\u003e. Promoting API representation in leadership positions with decision-making authority can help authentic stories make it from the page to the screen.\u003c/li\u003e\n \u003cli\u003e\u003cem\u003eIncrease financial support for API projects and creators\u003c/em\u003e. Securing marketing funds can not only increase the possibility of commercial success but also potentially boost the revenues and reach of successful films.\u003c/li\u003e\n \u003cli\u003e\u003cem\u003eInvest in API off-screen talent\u003c/em\u003e. Ensuring that API professionals have the same opportunities as their peers calls for a greater emphasis on hiring and promotion for off-screen roles as well as investments in skill development and apprenticeship.\u003c/li\u003e\n \u003cli\u003e\u003cem\u003eExpand the criteria for evaluating projects\u003c/em\u003e. Traditional comparables may not be the right way to assess success for API projects. Broadening the definition for not just API projects but all projects (for example, adding international box office potential and evaluating critical acclaim) could help the industry evaluate content from different perspectives.\u003c/li\u003e\n \u003cli\u003e\u003cem\u003eContinue to understand the state of API representation\u003c/em\u003e. Making progress over the long term requires regularly tracking data and identifying trends for specific groups and intersectionalities. With this increased visibility, industry leaders could develop a shared understanding of persistent challenges and the most effective interventions.\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp\u003eThese ideas are just a start. Given the changing nature of the industry, executives could also explore creative solutions to improve representation, such as analyzing the potential of ad sales through API content.\u003c/p\u003e\n\u003cp\u003eOur research demonstrates the film and television industry has several compelling reasons to champion API representation in front of and behind the camera. However, it doesn\u0026rsquo;t need to act out of altruism. The reward for getting it right could be a windfall of billions of dollars in annual revenues\u0026mdash;and the prize will only grow. Capturing this opportunity would require a broader shift among decision makers in how capital is allocated for projects.\u003c/p\u003e\n\u003cp\u003eProgress won\u0026rsquo;t be easy, but when the enhanced richness and authenticity of storytelling could be accompanied by such a substantial opportunity, the business case is clear.\u003c/p\u003e"},"isFullScreenInteractive":{"boolValue":false},"hideStickySocialShareBar":{"boolValue":false},"desktopID":{"value":""},"mobileID":{"value":""},"desktopURL":{"value":""},"mobileURL":{"value":""},"desktopPaddingPercentage":{"value":""},"mobilePaddingPercentage":{"value":""},"desktopOverrideHeight":{"value":""},"mobileOverrideHeight":{"value":""},"cerosOembedURL":{"value":""},"cerosRenderMode":{"targetItem":null},"cerosBackgroundColor":{"targetItem":null},"hideByLine":{"boolValue":true},"tableOfContentsTitle":{"value":"TABLE OF CONTENTS"},"accessStatus":{"targetItem":{"key":{"value":"RegisteredUsers"},"value":{"value":"Registered Users"}}},"articleType":{"targetItem":{"displayName":"Report"}},"hasSpecialReport":{"boolValue":false},"contentType":{"targetItem":{"displayName":"Article"}},"sourcePublication":{"targetItem":null},"externalPublication":{"value":""},"mobileReady":{"boolValue":false},"forClientsOnly":{"boolValue":false},"excludeFromClientLink":{"boolValue":false},"originalPublishDate":{"jsonValue":{"value":"2024-04-24T00:00:00Z"}},"footnotes":{"value":"\u003col\u003e\n \u003cli\u003eData is limited to Asian American consumers only in the Consumer Expenditure Survey data set.\u003c/li\u003e\n \u003cli\u003eIn our survey, 33 percent of participants noted they would spend 1\u0026ndash;50 percent more money, 13 percent would spend 51\u0026ndash;100 percent more money, and 3 percent would spend more than 100 percent more money.\u003c/li\u003e\n\u003c/ol\u003e"},"contributoryPractice":{"targetItems":[{"displayName":"Technology, Media \u0026 Telecommunications"}]},"aboutTheAuthors":{"value":"\u003cp\u003e\u003cstrong\u003e\u003ca href=\"/our-people/kabir-ahuja\"\u003eKabir Ahuja\u003c/a\u003e\u003c/strong\u003e is a senior partner in McKinsey\u0026rsquo;s New York office; \u003cstrong\u003e\u003ca href=\"/our-people/michael-chui\"\u003eMichael Chui\u003c/a\u003e\u003c/strong\u003e is a partner in the Bay Area office; \u003cstrong\u003eElaine Dang\u003c/strong\u003e is a consultant in the Southern California office, where \u003cstrong\u003eJoe Takai \u003c/strong\u003eis a partner; \u003cstrong\u003eEsther Lee\u003c/strong\u003e is a consultant in the Seattle office; and Jackie Wong is a senior expert in the Philadelphia office.\u003c/p\u003e\n\u003cp\u003eThe authors wish to thank Aria Ashrafzadeh, Ximena Bobadilla, Brandon Cartagena, Alice Ding-Nelson, Jenny Gao, Maria Gutierrez, Ridhima Mishra, Ravali Thimmapuram, Keenan Weaving, and Isabelle Yang for their contributions to this report. The research in this report was conducted in collaboration with Gold House.\u003c/p\u003e"},"authors":{"targetItems":[{"template":{"id":"3FBABDB63A094F68B1F8E1BBE1BA124E","name":"Author"},"id":"74CB3497E7FE457EAC4127218FBF1831","name":"Kabir Ahuja","authorTitle":{"value":"Kabir Ahuja"},"description":{"value":""},"thumbnailImage":{"alt":"","src":null},"profile":{"targetItems":[{"standardImage":{"src":"/~/media/mckinsey/our people/kabir ahuja/kabir_ahuja_fc_mask_profile_1536x1152.jpg","alt":"Kabir Ahuja"},"emailLinks":{"value":"Kabir_Ahuja@mckinsey.com"},"linkedInUrl":{"value":""},"description":{"value":"Drives transformational growth through Marketing \u0026 Sales, Digital and AI. 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TV.\u003c/p\u003e\n\u003cp\u003eThis report was built on a number of data sources, including the Luminate Film \u0026amp; TV database and McKinsey surveys of API consumers and API entertainment industry leaders. In addition, we conducted more than 30 interviews and focus groups and surveyed more than 100 entertainment industry leaders to learn about their experiences and discuss findings and potential ideas for the industry to pursue.\u003c/p\u003e"}},"aboutTheAuthors":{"jsonValue":{"value":""}},"headline":{"jsonValue":{"value":"About the report"}},"footnotes":{"value":""},"showShareTools":{"boolValue":true},"backgroundColor":{"targetItem":null},"gradientDirection":{"targetItem":{"key":{"value":"Bottom Right"},"value":{"value":"bottom-right"}}},"renderMode":{"targetItem":{"key":{"value":"Collapsible"},"value":{"value":"default"}}},"isAboutAuthor":{"boolValue":false},"background":{"targetItem":null},"image":{"src":null,"alt":""}},{"mediaID":{"value":"3"},"description":{"jsonValue":{"value":"\u003cp\u003e\u003cstrong\u003eStreaming services\u003c/strong\u003e have greatly expanded the amount of programming in production and democratized access to decades\u0026rsquo; worth of content. They provide a platform with the potential for greater representation: in 2022, Asian and Pacific Islander (API) actors accounted for a 10 percent share of screen across the 462 most-watched titles on the top streaming platforms.[[footnote 1]] They have also opened the door to programs that might have been excluded when just a handful of channels acted as the gatekeepers of content in the United States.\u003c/p\u003e\n\u003cp\u003eAPI representation on YouTube and social media platforms may be a leading indicator of future talent and streaming. Among the API entertainment leaders in our survey, 85 percent agreed US-produced API content is more readily available on social media (such as YouTube and TikTok) than in traditional film and on television.\u003c/p\u003e\n\u003cp\u003eOver the past decade, API talent and creators have found on YouTube the home they were seeking in mainstream media. A number of API stars have amassed millions of followers on YouTube, a platform that allows young Asian Americans\u0026mdash;\u0026ldquo;who often can\u0026rsquo;t find accurate depictions of themselves in mainstream media,\u0026rdquo; as CNN News correspondent Ted Rowlands put it\u0026mdash;to find content that resonates with them.[[footnote 2]] Wong Fu Productions, for example, has become something of an incubator of API talent, working with actors and musicians such as Randall Park, Simu Liu, and Far East Movement before they achieved mainstream success. More recently, creators such as Drew Afualo, Alan Chikin Chow, and Bella Poarch have made a name for themselves on YouTube and TikTok.\u003c/p\u003e"}},"aboutTheAuthors":{"jsonValue":{"value":""}},"headline":{"jsonValue":{"value":"Streaming and API inclusion"}},"footnotes":{"value":"\u003col\u003e\n \u003cli\u003e\u003cem\u003eSeen, heard, valued: Engaging Asian Americans through media\u003c/em\u003e, Nielsen Company (US), 2023.\u003c/li\u003e\n \u003cli\u003eCNN Newsroom, August 15, 2009.\u003c/li\u003e\n\u003c/ol\u003e"},"showShareTools":{"boolValue":true},"backgroundColor":{"targetItem":null},"gradientDirection":{"targetItem":{"key":{"value":"Bottom Right"},"value":{"value":"bottom-right"}}},"renderMode":{"targetItem":{"key":{"value":"Collapsible"},"value":{"value":"default"}}},"isAboutAuthor":{"boolValue":false},"background":{"targetItem":null},"image":{"src":null,"alt":""}},{"mediaID":{"value":"authors"},"description":{"jsonValue":{"value":"\u003cp\u003eThis report is a collaborative effort by \u003ca href=\"/our-people/kabir-ahuja\"\u003eKabir Ahuja\u003c/a\u003e, \u003ca href=\"/our-people/michael-chui\"\u003eMichael Chui\u003c/a\u003e, Elaine Dang, Esther Lee, Joe Takai, and Jackie Wong, representing views from McKinsey\u0026rsquo;s Technology, Media \u0026amp; Telecommunications Practice. The research in this report was conducted in collaboration with Gold House.\u003c/p\u003e"}},"aboutTheAuthors":{"jsonValue":{"value":""}},"headline":{"jsonValue":{"value":"About the authors"}},"footnotes":{"value":""},"showShareTools":{"boolValue":false},"backgroundColor":{"targetItem":null},"gradientDirection":{"targetItem":{"key":{"value":"Bottom 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