Today, AI-driven technology firm Samba TV released its 2025 State of Diversity TV report, which highlights the representation gaps that are still prominent across TV and advertising.
The results revealed a 5% year-over-year decline in non-white talent in popular TV programming, which dropped to 42% overall, as well as an underrepresentation of Hispanic talent both on screen and in ad impressions delivered to Hispanic households.
Hispanic people comprise 20% of the U.S. population, but the Samba TV research found that Hispanic actors only make up just 7% of casts in top shows, while Asian representation dropped by 50% since last year, down to only 6%.
Meanwhile, white households received 63% of ad impressions despite accounting for just 58% of the population. In comparison, Hispanic households received 21% fewer ads than their demographic share would suggest, according to Samba TV data.
“Content today is less representative of the population,” Ashwin Navin, CEO and cofounder, Samba TV, told ADWEEK. “We observed onscreen talent is 5% less ethnically diverse than last year, while the population continues to grow in diversity. Overall, the industry is less representative in its casting decisions.”
Navin noted that “diversity does drive viewership,” with diverse audiences more likely to watch diverse casts. Meanwhile, advertisers are underexposed to diverse audiences by up to 12%.
Here are more of the topline takeaways from the Samba TV report:
Linear networks lead diverse representation
Samba TV found that linear networks lead the way when it comes to diverse representation, with ABC leading with more than half (55%) non-white casts among their popular TV shows, followed by Netflix and NBC at 44%, respectively.
Streaming shows overrepresent white actors at 60% compared with 58% of the general population, while linear casting is more diverse at 56% white, driven by representation of Black, mixed, and other race talent.
Meanwhile, Samba TV found that scripted crime shows lead at strong representation with 47% non-white casts, while reality TV ranks the lowest at just 33%.
Diversity leads to viewership
The report also noted that diverse casting has a positive (36%) correlation with diverse viewership. Black viewers have the strongest correlation, with Black-led streaming shows coming in at 68%.
Brands still struggle to connect with multicultural audiences
Samba TV found that brands like Colgate, AAA, and RoContent lead in culturally relevant ad engagement among Hispanic, Asian, and Black consumers, respectively. Education and finance ads index highest for Black consumers, while the pet and pharmacy category underperforms for Hispanic viewers.
