Viewers Want More Authentic Stories About Work, Family & Caregiving

In a time often fraught with political and cultural polarization, a new study conducted by MarketCast and commissioned by New America reveals that Americans overwhelmingly find common ground in entertainment. The nationally representative survey of over 1,300 streaming viewers suggests that regardless of background or ideology, audiences crave stories that reflect everyday human experiences.

• A striking 92% of U.S. viewers say they value realistic portrayals of work, family and caregiving in TV and film.
• Several cohorts are more likely than overall viewers to say this is very important: People ages 25 to 39, Black and Latine viewers, parents and people with household income $100K+. The range with these groups is 56%-63%, compared to the 48% overall. 
• A full half of all respondents are interested in seeing more of this content, and only 4% say they want to see less. 
• 79% of overall viewers say they connect more easily with characters who navigate work and family struggles that mirror their own experiences.

“This research underscores the power of entertainment to help people see themselves and each other,” said Vicki Shabo, the founder and director of New America’s entertainment initiative. “At a time when the country and our communities feel hopelessly divided, viewers are eager to see the things that bring us together and make us human—the relatable, common challenges millions of us share in managing work, family, and caregiving responsibilities.”