Previous releases in the Hollywood Diversity Report series present evidence supporting the idea that diversity sells when it comes to industry-produced films and television shows. People of color constituted nearly 40 percent of the U.S. population in 2016, and their share is growing by nearly half a percent each year. Increasingly diverse audiences, the evidence shows, prefer film and television content populated with characters to whom they can relate and whose stories drive the narrative. Europe accounted for only about 7 percent of the world’s population13 and 17 percent of the world’s gross domestic product (GDP)14 in 2016, which underscores the reality that today’s (and tomorrow’s) global market looks much more like the diversity of America than the White audiences that traditionally drove Hollywood’s greenlighting practices. In short, the previous reports in this series dispel a stubborn Hollywood myth that in order to reach the widest audiences possible, films and television shows must center White characters in their narratives and relegate racial and ethnic others to, at best, supporting roles.
This report adds to the growing body of evidence that diversity is essential for Hollywood’s bottom line. As the charts below document, global box office and television ratings, on average, are highest for films and television shows with relatively diverse casts. Indeed, a consideration of top 10 films and television shows underscores how important diverse audiences have become as drivers of box office and ratings, and that these highly engaged audiences prefer diverse content. But the charts also reveal missed opportunities. For example, we see below that Hollywood continues to produce a plurality of films and television shows with casts that are 10 percent minority or less, despite the fact that these projects are collectively among the poorest performers. It also appears as if the industry undersells the relatively small number of films with diverse leads and casts in a
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H O L LY W O O D D I V E R S I T Y R E P O R T 2 0 1 8
Global return on investment15 peaked for films with casts that were from 41 percent to 50 percent minority in 2016 (2.9).
In 2015, the last year examined in the previous report, the peak interval for return on investment contained films with casts that were from 21 percent to 30 percent minority.
FIGURE 2: Return on Investment, by Minority Cast Share, Top Theatrical Films, 2011 - 2016 (n=160, 147, 153, 162, 168, 173)
10% or less 31% to 40%
21% to 30%
11% to 20%
41% to 50% 51% and over 5
4
3
2 1
0 2011 2012 2013 2014 2015 2016
2.2
5
2.1
3.4
2.5
2.9
Median global box office peaked for films with casts that were from 21 percent to 30 percent minority in 2016 ($180.8 million), the same diversity interval for which global box office peaked in 2015 ($105 million).
FIGURE 1: Global Box Office (000,000s), by Minority Cast Share, Top Theatrical Films, 2011 - 2016 (n=172, 164, 163, 162, 168, 173)
200
150
100
50
0 2011 2012 2013 2014 2015 2016
$160.1
$130.5
$143.3
$122.2
$105
$180.8
10% or less 31% to 40%
21% to 30%
11% to 20%
41% to 50% 51% and over
In 2016, films with casts that were from 21 percent to 30 percent minority had the highest median domestic box office ($62.5 million), were released in the most theaters, on average (3,190), and had the highest mean opening weekend rank (4.7). Films with majority- minority casts had the second- highest median domestic box office in 2016 ($42.1 million) and a mean opening weekend rank of 5.9 — despite being released in fewer theaters, on average (2,380), than the films in all but one of the other intervals.
FIGURE 3: Domestic Film Performance, by Minority Cast Share, Top Theatrical Films, 2016 (n=172)
domestic (000,000) mean theaters (00) mean opening rank 80
70 60 50 40 30 20 10
0 10% or less 11 to 20% 21 to 30% 31 to 40% 41 to 50% 51% and over
$62.5
$42.1 31.9
4.7 5.9
23.8
Of the 17 top films with Black leads in 2016, only one (5.9 percent) was distributed in China, The Take (originally titled Bastille Day). By contrast, 40.9 percent of the top 149 films with White leads were distributed in China that year. Only a handful of the top 173 films from 2016 had leads from other underrepresented groups.
FIGURE 4: Film Distribution in China, by Race of Lead, Top Theatrical Films, 2016 (n=149, 17, 1, 3, 3)
Yes No 100%
80%
60%
40%
20%
0% White Black Latino Asian Mixed
40.9%
59.1%
94.1%
5.9%
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TABLE 1: Median Box Office and Mean International Markets, by Race of Lead (2016)
Race of Lead Actor N
Films Global Box Office
(000,000s) Mean International Markets
White 149 $62.3 55.1
Black 17 $55.0 35.2
Latino 1 $4.7 22.0
Asian 3 $140.1 61.0
Mixed Race 3 $217.0 51.7
The 17 top films from 2016 featuring Black leads were released in just 35.2 international markets, on average, compared to an average of 55.1 international markets for the 149 top films with White leads. The median global box office for the Black-led films was nonetheless comparable to that of the films with White leads ($55 million and
$62.3 million, respectively). Meanwhile, the relatively high box office and international market figures for films with Asian and mixed-race leads were powered by just four successful 2016 releases: The Jungle Book, Moana, Central Intelligence, and Lion.
In 2016, the 31 top films with casts that were from 21 percent to 30 percent minority posted both the highest median global box office ($179.2 million) and largest average number of international markets (65.6). By contrast, the 17 top films with majority- minority casts were released in the smallest average number of markets (32.4).
TABLE 2: Median Box Office and Mean International Markets, by Overall Cast Diversity (2016)
Percent Minority N
Films Global Box Office
(000,000s) Mean International Markets
10% or less 64 $38.4 49.6
11%-20% 35 $37.6 55.1
21%-30% 31 $179.2 65.6
31%-40% 15 $125.7 58.4
41%-50% 11 $88.4 55.5
Over 50% 17 $55.0 32.4
The plurality of the top 173 films for 2016 had casts that were 10 percent minority or less. These 64 films also had the lowest median global box office ($38.4 million), and White moviegoers constituted 61 percent of their audience. By contrast, people of color represented 38.7 percent of the U.S. population in 2016 but nearly half (46.4 percent) of the audience for the top films that year with casts from 21 percent to 30 percent minority — the cast diversity interval containing films with the highest median global box office.
TABLE 3: Median Box Office and Audience Demographics, by Overall Cast Diversity (2016)
Percent
Minority N
Films Global Box
(000,000s) White
Share Black
Share Latino
Share Asian Share
10% or less 64 $38.4 61.0% 10.8% 19.1% 9.0%
11%-20% 35 $37.6 56.9% 12.6% 21.1% 9.4%
21%-30% 31 $179.2 53.6% 14.1% 21.1% 11.2%
31%-40% 15 $125.7 52.3% 16.6% 21.1% 10.0%
41%-50% 11 $88.4 51.5% 15.9% 23.2% 9.3%
Over 50% 17 $55.0 34.9% 39.2% 18.5% 7.3%
Movies with casts that were 20 percent minority or less made up a majority of all movies in 2016 and had the lowest global box office
In 2016, people of color purchased the majority of the tickets for five of the top 10 films, ranked by global box office, matching the number for 2015 observed in the previous report. This includes 54 percent of the tickets for the top-ranked film, Captain America:
Civil War, which earned nearly $1.2 billion globally.
Five of top 10 films for 2016 featured casts that were at least 31 percent minority.
During the 2015-16 television season, median Black household ratings (4.67), Latino household ratings (2.16), Asian household ratings (2.92), and 18-49 viewer ratings (1.78) peaked for broadcast scripted shows with casts that were from 21 percent to 30 percent minority. It should be noted that for each of these groups, shows falling in the majority-minority interval had the second-highest median ratings. Meanwhile, White household ratings (4.36) peaked for shows with casts that were from 41 percent to 50 percent minority, though shows falling in the 11 percent to 20 percent minority and 21 percent to 30 percent minority intervals followed closely behind.
TABLE 4: Top 10 Films and Minority Cast Share (2016)
Rank Title Box Office
(000,000s) Return* Minority audience
share
Minority cast share
1 Captain America: Civil War $1,153.3 31% 54% 31% to 40%
2 Rogue One: A Star Wars Story $1,056.1 52% 40% Over 50%
3 Finding Dory $1,028.6 47% 54% 10% or less
4 Zootopia $1,023.8 95% 50% 21% to 30%
5 The Jungle Book $966.6 57% 56% Over 50%
6 The Secret Life of Pets $875.5 234% 51% 21% to 30%
7 Batman v. Superman: Dawn of Justice $873.3 -1% 59% 11% to 20%
8 Fantastic Beasts and Where to Find Them $814.0 27% 37% 10% or less
9 Deadpool $783.1 255% 50% 31% to 40%
10 Suicide Squad $745.6 22% 48% 41% to 50%
*Studio System’s Box Office Return on Investment is calculated from domestic and international theatrical ticket sales against the cost of making and marketing the film.
10% or less 31% to 40%
21% to 30%
11% to 20%
41% to 50% 51% and over 5
4
3 2 1
0 18-49 White Black Latino Asian 1.78
4.36 4.67
2.16
2.92
FIGURE 5: Median Ratings by Minority Cast Share, 18-49 and HH Race, Broadcast Scripted, 2015-16 Season (n=109)
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H O L LY W O O D D I V E R S I T Y R E P O R T 2 0 1 8 10% or less
31% to 40%
21% to 30%
11% to 20%
41% to 50% 51% and over 1.40
1.20
1.00
.80
.60
.40
.20
0
18-49 White Black Latino Asian 0.21
0.45
1.19
0.26 0.27
FIGURE 7: Median Ratings, by Minority Cast Share, 18-49 and HH Race, Cable Scripted Shows, 2015-16 Season (n=182)
During the 2015-16 television season, the median volume of tweets16 peaked for broadcast scripted shows with casts that were from 21 percent to 30 percent minority (8,600), followed closely by shows with casts that were from 31 percent to 40 percent minority (8,500).
The median number of unique Twitter authors was highest for shows in the same cast diversity intervals, 2,600 and 2,400 authors, respectively.
10 9 8 7 6 5 4 3 2 1 0
Tweets Authors 8.6 8.5
2.6 2.4 2.3
10% or less 31% to 40%
21% to 30%
11% to 20%
41% to 50% 51% and over
FIGURE 6: Median Tweets and Authors (000), by Minority Cast Share, Broadcast Scripted Shows, 2015-16 Season (n=106)
In the cable television arena, median 18-49 viewer ratings (.21), White household ratings (.45), Latino household ratings (.26), and Asian household ratings (.27) all peaked for scripted shows with casts that were from 31 percent to 40 percent minority. For Black households, ratings peaked for cable scripted shows with majority-minority casts (1.19).
During the 2015-16 television season, the median volume of tweets peaked for cable scripted shows with casts that were from 31 percent to 40 percent minority (4,000). The median number of unique Twitter authors was highest for cable scripted shows with majority- minority casts (1,200).
4.5 4.0 3.5 3.0 2.5 2.0 1.5 1.0 0.5 0
Tweets Authors 10% or less
31% to 40%
21% to 30%
11% to 20%
41% to 50% 51% and over
FIGURE 8: Median Tweets and Authors (000), by Minority Cast Share,Cable Scripted Shows, 2015-16 Season (n=181)
4.0
1.2
Six of the top 10 broadcast scripted shows among viewers 18-49 in 2015-16 had casts that were at least 21 percent minority, including the top- ranked show, Empire (Fox), which featured a majority-minority cast.
TABLE 5: Top 10 broadcast scripted shows among persons 18-49, 2015-16.
Rank Show Network 18-49
rating
White HHs share
Female 18-49 share
Avg. tweets (000s)
Minority cast share
1 Empire Fox 6.21 23% 64% 386.9 51% & over
2 The Big Bang Theory CBS 5.85 84% 55% 4.9 11% - 20%
3 The X-Files Fox 4.81 76% 48% 95.1 10% or less
4 Grey’s Anatomy ABC 3.76 73% 76% 99.9 31% - 40%
5 Scandal ABC 3.51 58% 75% 133.4 21% - 30%
6 How to Get Away w/Murder ABC 3.49 57% 74% 55.7 41% - 50%
7 Blindspot NBC 3.20 76% 58% 5.9 51% & over
8 NCIS CBS 3.14 84% 58% 8.7 11% - 20%
9 Modern Family ABC 2.99 78% 59% 2.6 11% - 20%
10 The Blacklist NBC 2.81 78% 55% 9.4 21% - 30%
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H O L LY W O O D D I V E R S I T Y R E P O R T 2 0 1 8 Seven of the top 10
broadcast scripted shows among Asian households in 2015-16 had casts that were at least 21 percent minority.
TABLE 6: Top 10 broadcast scripted shows among Asian households, 2015-16 season.
Rank Show Network Asian HHs
rating
White HHs share
Female 18-49 share
Avg. tweets (000s)
Minority cast share
1 Empire Fox 8.16 23% 64% 386.9 51% & over
2 The Big Bang Theory CBS 8.05 84% 55% 4.9 11% - 20%
3 The X-Files Fox 6.64 76% 48% 95.1 10% or less
4 The Blacklist NBC 5.89 78% 55% 9.4 21% - 30%
5 Blindspot NBC 5.56 76% 48% 5.9 51% & over
6 Quantico ABC 5.54 71% 65% 8.3 21% - 30%
7 Fresh Off the Boat ABC 5.52 66% 57% 2.0 51% & over
8 NCIS CBS 5.29 84% 58% 8.7 11% - 20%
9 How to Get Away w/Murder ABC 5.25 57% 74% 55.7 41% - 50%
10 Scandal ABC 5.13 58% 75% 133.4 21% - 30%
Nine of the top 10 broadcast scripted shows among Black households in 2015-16 had casts that were at least 21 percent minority.
TABLE 7: Top 10 broadcast scripted shows among Black households, 2015-16 season.
Rank Show Network Black HHs
rating
White HHs share
Female 18-49 share
Avg. tweets (000s)
Minority cast share
1 Empire Fox 48.01 23% 64% 386.9 51% & over
2 Scandal ABC 18.89 58% 75% 133.4 21% - 30%
3 How to Get Away w/Murder ABC 18.19 57% 74% 55.7 41% - 50%
4 Rosewood Fox 14.97 43% 64% 5.9 51% & over
5 Uncle Buck ABC 10.68 47% 59% 6.7 51% & over
6 Grey’s Anatomy ABC 9.41 73% 76% 99.9 31% - 40%
7 The Catch ABC 8.14 68% 71% 7.0 41% - 50%
8 NCIS CBS 8.00 84% 58% 8.7 11% - 20%
9 American Crime ABC 7.51 64% 65% 8.5 31% - 40%
10 Shades of Blue NBC 7.49 72% 61% 10.2 51% & over
Six of the top 10 broadcast scripted shows among Latino households in 2015-16 had casts that were at least 21 percent minority.
TABLE 8: Top 10 broadcast scripted shows among Latino households, 2015-16 season.
Rank Show Network Latino
ratingHHs
White HHs share
Female 18-49 share
Avg.
tweets (000s)
Minority cast share
1 Empire Fox 8.02 23% 64% 386.9 51% & over
2 The Big Bang Theory CBS 5.20 84% 55% 4.9 11% - 20%
3 Grey’s Anatomy ABC 4.65 73% 76% 99.9 31% - 40%
4 Shades of Blue NBC 4.63 72% 61% 10.2 51% & over
5 The X-Files Fox 4.59 76% 48% 95.1 10% or less
6 Blindspot NBC 4.03 76% 58% 5.9 51% & over
7 Scandal ABC 3.88 58% 75% 133.4 21% - 30%
8 How to Get Away w/Murder ABC 3.85 57% 74% 55.7 41% - 50%
9 NCIS CBS 3.61 84% 58% 8.7 11% - 20%
10 Scream Queens Fox 3.48 61% 64% 91.5 11% - 20%
Five of the top 10 broadcast scripted shows among White households in 2015-16 had casts that were at least 21 percent minority.
Meanwhile, White households constituted the only group among those examined for which Empire — which featured a Black lead and majority- minority cast — was not in the top 10.
TABLE 9: Top 10 broadcast scripted shows among White households, 2015-16 season.
Rank Show Network White
HHs rating White HHs
share Female
18-49 share Avg. tweets
(000s) Minority cast share
1 NCIS CBS 15.85 84% 58% 8.7 11% - 20%
2 The Big Bang Theory CBS 15.43 84% 55% 4.9 11% - 20%
3 NCIS: New Orleans CBS 9.41 82% 58% 2.0 41% - 50%
4 The X-Files Fox 9.14 76% 48% 95.1 10% or less
5 Grey’s Anatomy ABC 8.51 73% 76% 99.9 31% - 40%
6 The Blacklist NBC 8.36 78% 55% 9.4 21% - 30%
7 The Good Wife CBS 8.16 82% 63% 5.0 11% - 20%
8 Blue Bloods CBS 8.08 81% 59% 9.2 11% - 20%
9 Chicago Fire NBC 8.02 78% 65% 12.2 31% - 40%
10 Blindspot NBC 7.96 76% 58% 5.9 51% & over
Five of the top 10 cable scripted shows among viewers 18-49 in 2015-16 had casts that were at least 21 percent minority.
The Walking Dead and American Crime Story — both shows featuring casts that were at least 21 percent minority — were the only cable scripted shows that appeared on each of the top 10 lists for viewers 18-49, Asian households, Black households, Latino households, and White households.
TABLE 10: Top 10 cable scripted shows among persons 18-49, 2015-16 season.
Rank Show Network
18-49 rating
White HHs share
Female 18-49 share
Avg. tweets (000s)
Minority cast share
1 The Walking Dead AMC 1.56 67% 46% 320.1 21% - 30%
2 American Crime Story FX 0.97 63% 53% 23.0 31% - 40%
3 American Horror Story FX 0.92 65% 59% 82.7 10% or less
4 Fear the Walking Dead AMC 0.72 70% 47% 34.1 51% & over
5 Game of Thrones HBO 0.66 70% 42% 282.4 10% or less
6 The Librarians TNT 0.59 79% 54% 10.2 11% - 20%
7 Into the Badlands AMC 0.55 60% 39% 17.1 31% - 40%
8 Switched at Birth Freeform 0.54 69% 83% 5.3 11% - 20%
9 Teen Wolf MTV 0.54 49% 57% 103.9 31% - 40%
10 Rizzoli & Isles TNT 0.49 82% 68% 5.7 11% - 20%
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H O L LY W O O D D I V E R S I T Y R E P O R T 2 0 1 8 Six of the
top 10 cable scripted shows among Asian households in 2015-16 had casts that were at least 21 percent minority.
TABLE 11: Top 10 cable scripted shows among Asian households, 2015-16 season.
Rank Show Network Asian HHs
rating
White HHs share
Female 18-49 share
Avg. tweets (000s)
Minority cast share
1 The Walking Dead AMC 1.75 67% 46% 320.1 21% - 30%
2 American Crime Story FX 1.21 63% 53% 23.0 31% - 40%
3 The Librarians TNT 1.02 79% 54% 10.2 11% - 20%
4 Game of Thrones HBO 0.97 70% 42% 282.4 10% or less
5 American Horror Story FX 0.95 65% 59% 82.7 10% or less
6 The Last Ship TNT 0.82 76% 45% 3.8 21% - 30%
7 Into the Badlands AMC 0.82 60% 39% 17.1 31% - 40%
8 Fear The Walking Dead AMC 0.75 70% 47% 34.1 51% & over
9 Rizzoli & Isles TNT 0.74 82% 68% 5.7 11% - 20%
10 Bella and the Bulldogs Nick 0.72 53% 60% 0.4 41% - 50%
Eight of the top 10 cable scripted shows among Black households in 2015-16 had casts that were at least 21 percent minority, including five shows with majority- minority casts on BET and OWN.
TABLE 12: Top 10 cable scripted shows among Black households, 2015-16 season.
Rank Show Network Black HHs
rating
White HHs share
Female 18-49 share
Avg. tweets (000s)
Minority cast share
1 Being Mary Jane BET 4.38 5% 77% 47.0 51% & over
2 Greenleaf OWN 3.76 9% 73% 23.5 51% & over
3 The Haves and Have Nots OWN 3.00 12% 70% 26.3 51% & over
4 If Loving You Is Wrong OWN 2.63 10% 74% 12.4 51% & over
5 American Crime Story FX 2.57 63% 53% 23.0 31% - 40%
6 Zoe Ever After BET 1.93 5% 69% 4.2 51% & over
7 The Walking Dead AMC 1.81 68% 46% 320.1 21% - 30%
8 Decker: Unclassified Adult Swim 1.71 54% 45% 34.1 10% or less
9 Bella and the Bulldogs Nick 1.70 53% 60% 0.4 41% - 50%
10 Childrens Hospital Cartoon 1.65 56% 45% 0.1 10% or less
Six of the top 10 cable scripted shows among Latino households in 2015-16 had casts that were at least 21 percent minority.
TABLE 13: Top 10 cable scripted shows among Latino households, 2015-16 season.
Rank Show Network Latino
HHs rating White HHs share
Female 18-49 share
Avg. tweets (000s)
Minority cast share
1 The Walking Dead AMC 1.85 67% 46% 320.1 21% - 30%
2 American Crime Story FX 1.23 63% 53% 23.0 31% - 40%
3 Henry Danger Nick 1.23 53% 62% .5 11% - 20%
4 American Horror Story FX 1.23 65% 59% 82.7 10% or less
5 Girl Meets World Disney 1.17 51% 66% 8.6 10% or less
6 Liv and Maddie Disney 1.15 51% 67% 2.5 11% - 20%
7 BUNK’D Disney 1.14 51% 66% 1.4 51% & over
8 The Thundermans Nick 1.14 53% 63% .4 31% - 40%
9 Bella and the Bulldogs Nick 1.13 53% 60% .4 41% - 50%
10 K.C. Undercover Disney 1.12 49% 65% 1.1 51% & over
Five of the top 10 cable scripted shows among White households in 2015-16 had casts that were at least 21 percent minority.
TABLE 14: Top 10 cable scripted shows among White households, 2015-16 season.
Rank Show Network White HHs
rating White HHs share
Female 18-49 share
Avg.
tweets (000s)
Minority cast share
1 The Good Witch Hallmark 2.54 87% 75% 1.6 10% or less
2 Rizzoli & Isles TNT 2.34 82% 68% 5.7 11% - 20%
3 When Calls the Heart Hallmark 2.06 89% 77% 96.9 10% or less
4 Major Crimes TNT 1.80 79% 65% 1.4 31% - 40%
5 The Walking Dead AMC 1.78 67% 46% 320.1 21% - 30%
6 The Librarians TNT 1.62 79% 54% 10.2 11% - 20%
7 Chesapeake Shores Hallmark 1.61 86% 76% 5.1 10% or less
8 American Crime Story FX 1.40 63% 53% 23.0 31% - 40%
9 The Last Ship TNT 1.34 76% 45% 3.8 21% - 30%
10 Murder in the First TNT 1.12 74% 56% 2.7 41% - 50%