There’s no denying that television and film are telling more stories than ever. With our insatiable demand for content and a plethora of competing platforms spanning broadcast, BVOD, FAST, and SVOD, consumers across the globe now enjoy endless choices.

As a result, there has been a welcome surge in diverse stories being told in Australian television and film, with a broader representation in the people we see on screen.

But the question remains: Is it enough?

Building on our previous Reflecting Me: Global Representation On Screen research in 2021, and in support of Paramount’s global commitment to Content for Change, we set out to discern how things have changed since then and deepen our understanding of Australians’ perceptions of diversity on-screen.

This involved a global sample of over 15,000 people, including 1,000 in Australia, and interviews with a variety of experts in culture, media and representation.

The state of inclusion

Australians are more likely than the global average to agree our country is diverse. The increase in diverse content on screen and the rise of social video platforms have amplified diverse voices in Australia and worldwide. According to our findings, 80 per cent of Australians believe we are accepting of different cultures and perspectives. However, 70 per cent are also aware that specific groups still face discrimination.

When asked about specific communities that face discrimination, our survey respondents identified Transgender people, Immigrant people, Middle Eastern, Arabic and South Asian people as facing less acceptance or division in Australian society. This also extended to people with mental disabilities, and those with non-conforming body types.

Room for improvement

Despite progress, our survey revealed a declining sense of urgency around protecting the rights of LGBTQI+ individuals and women. Agreement that “transgender people should have the same rights as everyone else” has fallen by 6 points since 2021, to 81 per cent. Agreement that gay, lesbian and bisexual people should be protected from discrimination has fallen by 4 points, to 83 per cent.

Additionally, while 70 per cent of respondents agree there is too much violence towards women in Australia, this has dropped from 78 per cent in 2021.

Shifting perceptions among younger males

Our panel of experts shed light on these shifts. Social progress often triggers reactionary backlash, especially against the backdrop of a softening global economy, the rising cost of living and an increasing gap between rich and poor.

Our study found that younger males (13-24) are driving some of this backlash. They are 24 per cent more likely to disagree that people should have the right to live as whatever gender feels right to them, 24 per cent more likely to be opposed to same-sex marriage, and 40 per cent more likely to disagree that there is too much violence towards women in Australia.

Social media and video platforms which are heavily used by younger males, are powerful amplifiers of information and connection. Unfortunately, this includes sometimes unregulated forms of sexual, cultural or minority discrimination. While it can facilitate positive change, it also has the potential to perpetuate harmful narratives.

Gen Z feel less represented on screen

Around 23 per cent of Australians feel poorly represented on screen, a figure unchanged from 2021. The top aspects where Australians feel poorly represented were race/ethnicity, age, body type and economic status.

When it comes to age, it was the younger cohort of respondents, Gen Z who were 22 per cent more likely to say they feel poorly represented on screen. Despite their dominance on existing and emerging social platforms like TikTok, Gen Z feels under-represented in leading major TV shows or films, which often target a mass (older) audience.

Complex identities call for accurate portrayals

Self-identity is increasingly complex. Our latest study showed a rise in Australians who identify as being part of a marginalised group (65 per cent, from 60 per cent in 2021). In 2021, 8 per cent of Australians identified with three or more marginalised groups. By 2023, that number almost doubled to 15 per cent. Similar to our 2021 study, poorly represented Australians are not just unhappy with their level of representation; 57 per cent believe they are represented inaccurately in TV and film.

Inaccurate, stereotypical portrayals of characters based on sexuality, ability, gender or race can be just as damaging as a lack of representation. These inaccuracies perpetuate harmful stereotypes and have left our respondents disappointed.

The responsibility of the media

As in our 2021 study, the entertainment and news media combined have the most influence to shift people’s perceptions of groups. 20 per cent of people credit TV and movie characters to their positive perceptions of a group, and 14 per cent said the same of news media. Combined, this influence on higher positive perceptions surpasses personally knowing someone from a particular group (27 per cent).

Conversely, the news media were the most influential source for contributing to negative perceptions of a particular group (22 per cent of people agreed with that).

There isn’t just a responsibility for producers of scripted and reality content to portray groups more accurately, but also on the news media to ensure their portrayals are balanced and fair.

Optimism remains

While the most recent study produced some troubling findings, it is heartening to see that Australians remain optimistic about the future of inclusion and representation. 43 per cent believe representation on screen will improve, compared to 15 per cent who think it will worsen.

Media owners have a role to play, but we aren't the only ones.

Total television holds considerable influence in Australian society, unmatched in its power to build awareness, recognition, and affect behaviour. However, content is only part of what viewers see on screen in ad-supported environments. Media and creative agencies also play a crucial role.  As we strive for more diverse on-screen content, the advertising industry has a crucial role to play in their choice of media partners. Partnering with media companies who intentionally amplify diverse voices and invest in inclusive stories, rather than unregulated algorithms, is more important than ever.

We’ve been in market, presenting these latest findings with strong interest and engagement. Talk to your Paramount Australia representative if you would like to know more about our most recent study.