diff --git a/openapi_core/schema/media_types/models.py b/openapi_core/schema/media_types/models.py
index ba31ef1..69cceba 100644
--- a/openapi_core/schema/media_types/models.py
+++ b/openapi_core/schema/media_types/models.py
@@ -1,9 +1,8 @@
 """OpenAPI core media types models module"""
 from collections import defaultdict
 
-from json import loads
-
 from openapi_core.schema.media_types.exceptions import InvalidMediaTypeValue
+from openapi_core.schema.media_types.util import json_loads
 from openapi_core.schema.schemas.exceptions import (
     CastError, ValidateError,
 )
@@ -11,7 +10,7 @@ from openapi_core.unmarshalling.schemas.exceptions import UnmarshalError
 
 
 MEDIA_TYPE_DESERIALIZERS = {
-    'application/json': loads,
+    'application/json': json_loads,
 }
 
 
diff --git a/openapi_core/schema/media_types/util.py b/openapi_core/schema/media_types/util.py
new file mode 100644
index 0000000..e09c1d1
--- /dev/null
+++ b/openapi_core/schema/media_types/util.py
@@ -0,0 +1,10 @@
+from json import loads
+
+from six import binary_type
+
+
+def json_loads(value):
+    # python 3.5 doesn't support binary input fix
+    if isinstance(value, (binary_type, )):
+        value = value.decode()
+    return loads(value)