Illuminative And Nielsen Unveil New Data On The Growth And Impact Of Native Content At The 2023 Sundance Film Festival

deadline.com:

EXCLUSIVE: Nielsen, the audience measurement, data and analytics organization unveiled today the findings of their case studies on Native content at a panel discussion in the Indigenous House at Sundance Film Festival, presented by , the Native woman-led social justice organization dedicated to building visibility and representation for Native peoples.

The panel discussion explored the demand for Native content and how the need for Native-led storytelling has helped revitalize streaming and audience retention, as well as the nuance and complexity that Native-led shows bring to the screen.

Featured speakers included Crystal Echo Hawk, Founder & Executive Director, IllumiNative, Tazbah Chavez, Writer/Director, Latasha Gillespie, Global Head of Diversity, Equity, Inclusion and Accessibility for Amazon Studios and Prime Video, and Patricia Ratulangi, VP, Global Communications, DE&I, Nielsen. “Visibility is power, and we as Native peoples know firsthand the importance of being seen and shown on screen in an authentic and equitable way,” said Crystal Echo Hawk, founder and executive director of IllumiNative. “We’re so grateful for the researchers at Nielsen who helped bring this data to light and reaffirm what we’ve already known – Native representation and Native-led content is good for business.

Both Native and non-Native audiences are hungry for Native-centered stories like the blockbuster hits Prey and Reservation Dogs, which helped reinvigorate the streaming industry.