Toolkits for Storytellers
Research Reports
Our research reports include original research into areas we feel it’s important to shine a light on. These studies are funded by our generous donors. We also conduct mission-aligned commissioned research funded by entertainment clients. Each report is written in lay language with takeaways and insights. Our research is often featured in mainstream press such as NYT, NPR, AP, Deadline Hollywood and IndieWire. Topics include DEIA, Mental Health, Social and Emotional Learning, and a Landscape of Children’s TV. We also have a special series: Teens Speak Out Research Snapshots for teen opinions on the current events of today.
The Business Case: If you want to make a business case for how authentically inclusive representation impacts the bottom line, check out this section of reports.
Our Latest Research: AIR 2.5 Report
Teens Speak Out Research Snapshots
This new research series from CSS aims to capture the opinions of adolescents regarding current events through short surveys with research questions pulled from the headlines. Click here to read more.
Storyteller Insights: Differing Perceptions of Foster Care Portrayals
This research snapshot is based on the findings from a larger research study, in which we surveyed 42 youth, aged 18-26, across California. We examined the differences in how young people with foster care experience and those without foster care experience perceived the accuracy of the depictions of foster care included in Instant Family and other, recently released films that depict the system.
Diversity, Equity, Inclusion and Accessibility (DEIA)
Diversity, Equity, Inclusion and accessibility (DEIA) refers to a movement to promote more just outcomes for traditionally underrepresented and marginalized groups.
AIR 2.5 Report
The AIR 2.5 Report highlights case studies of selected movies to provide holistic insight into titles that scored highly on AIR. Our findings from this follow-up highlight the value of continuing this research to understand the full scale of AIR. Click here to learn more about the AIR 2.5 Report.
Teens & Screens 2023 Report
In its second year, this survey asked American teens what topics they wish to see in the content they watch, which kinds of media feel more authentic to them, and why. The biggest theme to come out of this survey was adolescents’ desire to watch more stories about friendship. Click here to learn more about Teens & Screens 2023 Report.
First-Time Directors Report
This report, developed in partnership with Lionsgate, examines first-time and experienced directors that helmed the top performing live-action films from 2010-2021, with a particular focus on directors from underrepresented groups. Our findings indicate biases that are preventing women and people of color from finding widespread and long-lasting success as directors in Hollywood. Click here to learn more about the First-Time Directors Report.
Artists Report
Click here to learn more about the Artists Report. This report, developed in partnership with the Concept Art Association and the BRIC Foundation, aims to shed light on the diversity and representation among concept and visual development artists throughout animation, live action, and gaming from 2018-2022.
Teens & Screens 2022 Report
Click here to learn more about Teens & Screens 2022. In the summer of 2022, we surveyed teens about the topics they wish to see in the content they watch and which kinds of media feel most authentic to them. We took the main findings from this survey and created the CSS Teens & Screens 2022 report, the first of an annual report series that will detail teen attitudes and habits surrounding media.
AIR 2.0 Report
In partnership with CAA and Full Story Initiative (FSI), this report builds on and expands previous research on Authentically Inclusive Representation (AIR) to further emphasize the need to improve both the quantity and quality of representation in filmmaking at all levels. The findings add additional unique data to the growing body of evidence that studios leave money on the table when they don't invest in projects led by diverse creatives and executives. This research also provides actionable insights for those involved in every step of film creation - from pitch to promotion.
AIR Report
Click here to learn more about the Authentically Inclusive Representation (AIR) Report and find links to press and other resources. Findings include that large budget tentpole movies can lose as much as $32M opening weekend if they don’t have AIR. Read the UCLA press release.
Race & Class in Teen TV Report
Click here to learn more about this study and find supporting resources. Findings include that POC characters are represented achieving the American Dream at a much higher rate than White characters. Read the UCLA press release.
Theatre Report
This study in partnership with TYA was one of the first to truly examine gender and race in live theatre productions for children under 12. Read about it in the NYT.
TV Audience Report
A look at US TV Audiences and their appetite for multicultural media content, presented in partnership with STARZ. Findings include that US audiences pay attention to who is behind the camera when making their choices about what to watch. Read the Deadline article.
International TV Audience Report
This report, presented in partnership with STARZ, provides a look into the TV preferences of international audiences from 11 countries. Findings include that 75% of international audiences want multicultural content indicating a rise in global demand. Read the STARZ press release.
Disabled Audience Report
This report in partnership with RespectAbility examines how disabled audiences (one quarter of the US population) feel about how disability is represented in TV shows. Findings include that these audiences want to see more intersectional identities. Read the Deadline article.
Mental Health
Second-Screen Media & Teen Mental Health Report
This study is the second in our media & teen mental health series. Click here to learn more about this report. Our results demonstrate that second-screen content, or supplemental content related to the story, offers additional information and resources beyond the show in order to positively support youth mental health. Special thanks to our funders from SMAHRT’s Technology & Adolescent Mental Wellness (TAM) program.
Media & Teen Mental Health Report
Click here to to learn more about this report, and supporting resources, on adolescent mental health research around the Netflix series “13 Reasons Why.” Findings include that 88% of teens spoke about mental health after watching the show and 92% looked for mental health information. Read the Deadline article. Thanks to our funders from SMAHRT and Pivotal Ventures.
Adolescent Mental Health and Technology Use Study
Click here to learn more about this study. CSS partnered with SMAHRT at UW-Madison to release the findings from an academic survey of 4,000 adolescents and their parents across the country. The findings from this study also inspired CSS to create two tip sheets: one for the tech industry and one for parents.
Social & Emotional Learning
Social and Emotional Learning (SEL) refers to methods used to help people better get in touch with their own emotions and develop empathy for others.
Character Strengths Report
For this study, CSS worked with Common Sense Media and their extensive library of films tagged for featuring Character Strengths to determine the relationship between the presence of these attributes and box office performance. Click here to learn more about this report.
Character Report
This report in partnership with Common Sense Media examines how popular media, and conversation with supporting adults, can influence the learning of positive character strengths within young audiences.
Values Report
A look at how audience values in content targeted to tweens have shifted over 50 years. Findings include a spike in content that promotes fame as a top value in 2007 and a rebound in 2017 to values such as kindness. Read the UCLA press release.
Landscape Research
Looking at the landscape of children’s content.
Landscape TV Report
A look at the state of Children’s television in the US and Canada with respect to many DEIA variables. This study looked at a ten year comparison of how children’s TV changed.
Client Audit Research
Some entertainment companies are taking a closer look at their slate of content and hiring practices as they relate to DEIA initiatives.
2021 STARZ Report
A look at STARZ’s hiring practices for diverse talent in comparison to the rest of the entertainment industry.