American viewers are overwhelmingly inclined towards seeing more accurate portrayals of work-life balance, family care, and gender equity in television programming.
The study, conducted by media audience research firm MarketCast, sheds light on the preferences of engaged streaming viewers across the United States, indicating a significant desire for nuanced and aspirational representations of daily life struggles.
Key findings from the survey of 1,720 U.S. streaming viewers aged 18-59 conducted in December 2023 reveal that 84% of adult respondents expressed interest in witnessing more depictions of work-life balance, gender equity, and family caregiving on screen.
Robust demand
Particularly noteworthy is that 50% of those surveyed expressed intense interest in seeing such content, signifying a robust demand for relatable narratives.
Moreover, the study underscores the correlation between TV series featuring work-family content and heightened audience engagement, especially on social media platforms.
MarketCast’s analysis of conversations on X (formerly Twitter) reveals that 63% of the sampled TV series, which included themes of work, family, parenting, and caregiving, generated above-average online engagement among viewers.
Real life
Notable mentions from respondents include shows such as “Abbott Elementary,” “Grey’s Anatomy,” “The Conners,” “Virgin River,” “Fleishman Is in Trouble,” “Maid,” and “Insecure,” which were applauded for their authentic depiction of real-life challenges.
Vicki Shabo, Senior Fellow for Gender Equity at New America, views this research as a potential catalyst for both policy and cultural shifts in the U.S. She emphasizes the importance of media representation in shaping perceptions and believes that authentic portrayals can drive progress in areas such as paid family and medical leave, affordable childcare, elder care, and pay equity.
Despite the demand for more relatable content, the study indicates a gap between viewer expectations and current representations on screen. While 42% of respondents believe that TV and film depict issues around work, family, and care well, only half claim to see these stories often.
With 55% of surveyed individuals having personal or household experiences in managing these challenges, and 43% anticipating similar experiences in the next five years, the need for accurate representation becomes even more pressing.
