ReFrame Analysis Finds Gender-Balanced TV Series Attract Higher Viewership, Led by Streaming Companies

The 2024-25 ReFrame Report found that TV series with gender-balanced production teams have higher viewership, with an average of 1.33 million more viewers. Streaming companies like Amazon and Netflix lead in producing gender-balanced series, with 45 out of the 100 most popular series meeting the criteria. The report also notes that women, nonbinary, and trans directors shot 35.8% of episodes this year, a small rise from last year.

The 2024-25 ReFrame Report, released by Sundance Institute and WIF (Women In Film Los Angeles), highlights the increasing trend of gender-balanced production teams in television. The report reveals that 45 out of the 100 most popular TV series of the season met the criteria set by ReFrame, a significant improvement from the previous year [1].

One of the key findings is the correlation between gender-balanced production teams and higher viewership. On average, ReFrame Stamped series had 1.33 million more viewers than their non-Stamped counterparts [1]. This preference for inclusive content was particularly strong among the coveted demographic of viewers aged 18-49.

Streaming companies like Amazon MGM Studios and Netflix lead the way in producing gender-balanced series. These platforms earned the ReFrame Stamp for more than 50% of their releases, reflecting a commitment to diversity and inclusion [1]. This trend is notable, given the significant increase in the share of top series released by streamers over the past eight years, rising from 19% to 85% [1].

The report also notes a slight increase in the number of episodes directed by women, nonbinary, and trans individuals. This year, they directed 35.8% of episodes, up from 33.4% last year [1]. However, there is still a long way to go to achieve parity, with women, nonbinary, and trans directors still lagging disproportionately in their share of pilots and first episodes [1].

The ReFrame Report underscores the importance of gender-balanced hiring in achieving higher viewership and attracting a diverse audience. As streaming companies continue to invest in inclusive content, the trend of gender-balanced series is likely to grow, potentially leading to increased viewership and market share.

References:
[1] https://www.hollywoodreporter.com/tv/tv-news/reframe-stamp-winners-list-2025-women-in-tv-statistics-1236348734/