Samba TV, a provider of AI-driven media intelligence, has released its 2025 State of Diversity on TV report, offering a view of the representation gaps still plaguing the television and advertising industries. The report reveals a concerning 5 per cent year-over-year decline in non-white cast members in top television programming, along with stark under-representation of Hispanic talent both on screen and in the ad impressions delivered to Hispanic households.

“Representation is not just about appearances, it is a business imperative,” commented Samba TV CEO and Co-founder Ashwin Navin. “Our data shows a clear connection between diverse casting and audience engagement, with a positive correlation of +36 per cent between representation on screen and viewership. When people see themselves reflected in content, they are more likely to watch, making inclusivity a smart strategy for advertisers, networks, and streaming platforms.”

Despite Hispanic people comprising 20 per cent of the US population, Hispanic actors make up just 7 per cent of casts in top shows, while Asian representation has dropped by 50 per cent since last year, down to 6 per cent. Meanwhile, white households received 63 per cent of ad impressions despite accounting for just 58 per cent of the population, while Hispanic households received 21 per cent fewer ads than their demographic share would suggest.

Samba TV’s report sheds further light on diversity trends in television viewership, which include:

TV Casting Diversity Declines Despite a More Diverse and Powerful Audience

• Diverse representation among top TV cast members declined by 5 per cent year-over-year, falling to 42 per cent overall.

• Asian representation dropped 50 per cent to just 6 per cent, while Hispanic representation remains stuck at 7 per cent, far below their 20 per cent population share.

Linear Networks Lead on Inclusion, and Representation Drives Stronger Audience Engagement

• ABC leads with 55 per cent non-white casts among their top TV shows, followed by Netflix and NBC at 44 per cent.

• Streaming shows over-represent white actors, at 60 per cent of cast members versus 58 per cent of the population, while linear casting is more diverse at 56 per cent white–driven by strong representation of Black and mixed/other race talent.

• Diverse casting has a positive 36 per cent correlation with  diverse viewership The strongest correlation was among Black audiences watching Black-led streaming shows, at 68 per cent.

Inclusive Content Engages Viewers, but Representation Remains Inconsistent Across Platforms and Genres

• Scripted crime shows lead at strong representation with 47 per cent non-white casts, while reality TV ranks lowest in representation at just 33 per cent.

• Netflix renewed diverse hits like XO, Kitty (63 per cent Asian), and Survival of the Thickest (88 per cent Black), while CBS and NBC canceled The Equalizer and The Irrational (pictured), despite those shows excelling at representation.

Brands and Industries Struggle to Consistently Connect with Multicultural Audiences

• Education and Finance ads index highest for Black audiences; Pets and Pharma underperform for Hispanic viewers.

• Brands like Colgate (Hispanic), AAA (Asian), and Rooms To Go (Black) lead in culturally relevant ad engagement.

Other posts by :

1. SES announces €0.25c dividend
2. Russia “blinding and destroying” German satellites
3. Bank: AST, Starlink, Kuiper targeting $200bn market
4. Rivada: Is no news good news?
5. SES celebrates Intelsat acquisition
6. Pakistan halts broadband direct-from satellite
7. India stymies Starlink launch
8. Starlink, AST SpaceMobile race for cellular consumers
9. Trouble ahoy for foreign D2D satellites over India?

Categories: Articles, Content, Research

Tags: Black, Diversity, hispanic, netflix, Samba TV