Netflix brings Lupita Nyong'o's book to the screen 0:28
New York (CNN Business) -
Netflix has made progress adding diverse content created by and starring women, blacks and Asians to its platform in recent years, but the streaming service and movie studio have yet to have the same success with growing Latino representation, according to a new study it commissioned.
Netflix's diversity audit was conducted last year by USC's Annenberg Inclusion Initiative, a group of diversity experts from the entertainment industry, which released its findings on Friday.
The researchers examined 126 Netflix original movies and 180 original scripted series published on the platform from January 2018 to December 2019.
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Demographic analysis revealed that only 4.5% of the core cast members went to Latino actors and filmmakers during that two-year period, despite the fact that Latinos make up about 18% of the US population.
The percentage of black main cast members on Netflix reached 22.7% in 2019, up from 16.2% in 2018. About 13% of the United States is black.
Asian people, who comprise about 6% of the United States, were about 7% of Netflix's main cast members in 2018 and 2019.
Women of all races, who make up about 51% of the United States, accounted for 52% of the leads and co-stars in Netflix original movies and series over the two-year period.
The researchers also said Netflix needs more content focused on Native Americans, members of the LGBTQ + community, and people with disabilities.
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Few Latinos directing or starring in shows on Netflix
Lead author Stacy L. Smith says Netflix "is doing pretty well" when it comes to leading roles for women and most people of color.
But the streaming service, and Hollywood in general, still have a big problem green-lighting movies and shows made by and starring Latinos, who researchers have determined buy more movie tickets per capita than any other racial demographic. from USA
In 2018, Latinos bought 23% of movie tickets sold in the United States, according to a study by the Motion Picture Association of America.
The collective purchasing power of US Latinos reached $ 1.3 trillion in 2015 and was projected to reach $ 1.9 trillion in 2023 prior to the COVID-19 pandemic, according to Nielsen data.
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"The industry is on the floor about Latinx representation," Smith told CNN Business on Thursday.
"We hope figures like this help really ignite a movement in the community."
Netflix said this week that it needs to green light more original Latinx content.
The studio recently hired former Sony film executive Alexander Zahn to manage its independent film team and cast Jennifer Lopez to play a murderer in a new movie called "The Mother."
"Ugly Betty" star América Ferrera will also make her directorial debut in a new Netflix series called "I Am Not Your Perfect Mexican Daughter," based on author Erika Sánchez's bestselling novel.
"It should be companies like ours and other studios that help in that space," Netflix Vice President of Global Cinema Scott Stuber said of the hiring of Latin American talent during a virtual symposium Thursday.
“It is important for us to reach out to the people of that community to tell stories, but also to help build bridges.
It's something we're working hard on as a company. "
Latino executive leadership is also missing
Hollywood executive Jaime Dávila Jr founded Campanario in 2014 to help give a voice to more Latino actors and filmmakers.
The 36-year-old ex-Bravo producer, whose father worked in top management at Univision and Televisa, says the lack of Latinos in executive leadership at major studios and misconceptions about Latino audiences are to blame for the shortage of Latin American movies and television shows in English.
"Often, because we speak Spanish, they say, 'Oh, let's get our Spanish edition on that,'" Dávila told CNN Business.
My goal is for Hollywood to wake up.
We have shown you that there is a large audience.
What are you doing for them?
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Dávila's studio has produced and sold several hit shows to major studios, including Disney-owned Netlfix and ABC.
Netflix bought "Selena: The Series" from Campanario.
Both Smith and Dávila said Hollywood needs to hire more Latin American executives.
"There are not many Latino producers and directors in these media," Dávila said.
“There are incredible stories that can come out of our community.
I'm not doing something crazy or secret.
I'm just covering the world.