A recent look at Prime Video’s trending television list provides a compelling argument against the idea that diversity, equity, and inclusion initiatives in Hollywood are failing. Despite some studios seemingly stepping back from these commitments, Asian American-led series and films are proving their commercial power on both the big and small screens.
At the moment, a trio of shows featuring prominent Asian American talent is leading Prime Video’s Top 10 TV list: the Maggie Q-led Ballard, the Daniel Dae Kim-led Butterfly, and the young adult hit The Summer I Turned Pretty, from creator Jenny Han and star Lola Tung.
According to Nielsen’s latest Media Distributor Gauge report, Amazon captured 3.9% of all U.S. television viewing in July, a strong performance driven by the early success of Ballard and The Summer I Turned Pretty. The Bosch spinoff Ballard, which premiered on July 9, accumulated 2.5 billion minutes viewed in the U.S. in its first month, while Han’s adaptation of her novel garnered 1.5 billion minutes of U.S. viewership with the return of its third and final season on July 16.
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These successes, according to Vernon Sanders, Head of TV at Prime Video, confirm that the company’s approach to storytelling is effective. “This is really confirmation that the breadth of our content [and] how we’re approaching storytelling is really working…They’re stories that take place all around the world, but what connects them is their universality and, in some cases, they’re stories told from perspectives we don’t often see,” Sanders explained.
The popularity of these shows also counters the suggestion that female-led programming cannot attract a large audience on TV. Furthermore, their success demonstrates that Asian American leads can captivate viewers in stories where their race is not a central factor.
Maggie Q, star of Ballard, commented on this progress: “I just hope that Hollywood continues to hire the best people for their leading roles. In this case, it happens to be three Asian leads having success, and that’s wonderful. It’s come a long way since I started in the business. People want to be entertained, and you can be any race to do that.”
A New Generation of Talent
The success of these series is built on a foundation of experienced and emerging talent. Julia Kim, a Korean American casting director who worked on the Oscar-nominated film Minari, believes that a new generation of formidable leading ladies is emerging. “Culturally, acting is now considered more of a realistic career choice for Asians, and this has led to all kinds of very capable women entering the field. And with more Asian women gaining experience in indie films, on TV, and in more minor movie roles, a new batch of formidable (potential) leading ladies has been launched upon the industry,” she said.
Kim, who also worked on Daniel Dae Kim’s Butterfly and the animated film KPop Demon Hunters, praised Daniel Dae Kim’s casting. “What makes Daniel so ideal for the role of David Jung is he’s both charismatic and believable. Believable as a father. Believable as a spy and as an action star. In real life, as well as on screen, Daniel is authentic, which helps make him relatable, and not just to other Asians. He has been acting for a long time and is a consummate pro. He’s paid his dues – excelling in small parts before standing out in the supporting roles that ultimately led to his leading man status.”
A Message for the AAPI Community
The current success on Prime Video is part of a broader trend, with other AAPI-led projects like Netflix’s Squid Games, FX’s Shogun, and Apple’s Pachinko all performing well. This suggests a strong and growing appetite for diverse stories.
Daniel Dae Kim, a Tony-nominated actor and producer, views the success of these shows as a direct refutation of those who argue against diversity initiatives. “To use what’s happening at Amazon as just one example, the success of our shows is proof positive that DEI is not charity, far from it,” he said.
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He had a message for AAPI actors, creators, and artists in Hollywood: “No matter which direction the political winds may blow, our work remains the same: to be the best at what we choose to do. Whether it’s classes, interning, assisting, take care of the things within your control so that no one can ever call us undeserving. And if you really believe that we are a community, then we are made stronger by your contribution and advocacy.”
