Video streaming services present a vast quantity of content; some analysts say we are in a new Golden Age of television, enjoying a period of "Peak TV". Even though not all offerings are of superior quality, the very number of programs available affords greater opportunity to present diverse characters and stories. This research asks "How do viewers evaluate diversity in streaming media?" and enhances our understanding of diversity in streaming media by going beyond analyses of content, media industries, or media effects to learn more about what "diversity" means to viewers. There is no literature directly addressing this topic, thus this research addresses a clear gap in our knowledge. This qualitative research is based on a close reading of transcripts from 41 in-depth open-ended interviews with young adult streaming media subscribers. Analysis of the interviews revealed three main findings. First, interviewees consider diversity very broadly, and from both quantitative and qualitative perspectives. Diversity begins with sufficient numbers of diverse people, but it extends into who is represented and how. Second, interviewees believe that diversity in streaming media is of vital importance to individuals and society. They believe that diverse media content performs an educational function; that it can increase tolerance and reduces discrimination and stereotyping; and that it can help give individual viewers hope, confidence, and even improve their mental health. Finally, most interviewees believed that streaming media were more diverse than traditional television, with some attributing that to organizational and other factors associated with legacy media conglomerates.

Authors:
Rebecca Lind, University of Illinois at Chicago, United States

About the Presenter(s)
Professor Rebecca Lind is a University Associate Professor/Senior Lecturer at University of Illinois at Chicago, United States

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