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Compared to the general population, AANHPI audiences watch about 27% more streaming content – the platform with the highest AANHPI representation at more than 10% share of screen, according to a new report from Nielsen.
The AANHPI audience has made it clear – through their voices and dollar spend – that they desire for their stories to be seen and heard. Studios and advertisers can tap into the growing value of authentic stories and inclusive representation to engage an audience that is eager to see itself represented on screen.
"Asian Americans, Native Hawaiians and Pacific Islanders (AANHPI) are a driving force in the US, both as cultural influencers and powerful consumers," says the report.
The AANHPI audience has made it clear – through their voices and dollar spend – that they desire for their stories to be seen and heard. Studios and advertisers can tap into the growing value of authentic stories and inclusive representation to engage an audience that is eager to see itself represented on screen.
"Asian Americans, Native Hawaiians and Pacific Islanders (AANHPI) are a driving force in the US, both as cultural influencers and powerful consumers," says the report.
In addition, the Nielsen report, 2023 Asian American, Native Hawaiian and Pacific Islander Diverse Intelligence Series , shows high bingeability scores of Asian-led content across top streaming platforms and opportunities for advertisers to better engage AANHPI audiences.
Despite a slight dip in representation from 2021 to 2022, streaming programs are still significantly more inclusive of AANHPI people than other platforms. Streaming had more than twice the representation on broadcast and three times the representation on cable. In addition, Asian-inclusive content is highly bingeable and attracts all audiences beyond AANHPI viewers.
"Asians are the fastest growing segment of the U.S. population, both in numbers and buying power. Studios and advertisers can tap into the growing value of authentic stories and inclusive representation to engage an audience that is eager to see itself represented on screen," said Patricia Ratulangi, Vice President of Global Communications - DE&I at Nielsen.
"Asian-led content continues to successfully attract and retain audiences, celebrating high bingeability scores across all major streaming platforms."
Despite a slight dip in representation from 2021 to 2022, streaming programs are still significantly more inclusive of AANHPI people than other platforms. Streaming had more than twice the representation on broadcast and three times the representation on cable. In addition, Asian-inclusive content is highly bingeable and attracts all audiences beyond AANHPI viewers.
"Asians are the fastest growing segment of the U.S. population, both in numbers and buying power. Studios and advertisers can tap into the growing value of authentic stories and inclusive representation to engage an audience that is eager to see itself represented on screen," said Patricia Ratulangi, Vice President of Global Communications - DE&I at Nielsen.
"Asian-led content continues to successfully attract and retain audiences, celebrating high bingeability scores across all major streaming platforms."
For the upcoming Asian Pacific American Heritage Month in May, Nielsen is collaborating with Gold House, the leading platform that unites, promotes, and invests in Asian Pacific creators and companies, to further spotlight AANHPI driven television content.
"We're excited to partner with Nielsen and spotlight content that continues to captivate audiences and advance representation of our diverse communities," said Jeremy Tran, Executive Director of Gold House. "Through our collaboration, we were excited to see Asian-led shows amass more than one million new viewers, whether in its third season like Never Have I Ever or in its first season like The Company You Keep."*
In this report, Nielsen explores the media platforms and content that’s drawing Asian Americans. For marketers, content creators and media publishers, we hope you’ll see there is value – and audiences – to be gained when you embrace our community.
Other key highlights in the 2023 Asian American, Native Hawaiian and Pacific Islander Diverse Intelligence Series include:
Other key highlights in the 2023 Asian American, Native Hawaiian and Pacific Islander Diverse Intelligence Series include:
- AANHPI audiences watch about 27% more streaming content – the platform with the highest AANHPI representation at more than 10% share of screen.
- Despite a slight dip in representation from 2021 to 2022, streaming programs are still significantly more inclusive of AANHPI people than other platforms. Streaming had more than twice the representation on broadcast and three times the representation on cable. In addition, Asian-inclusive content is highly bingeable and attracts all audiences beyond AANHPI viewers.
- Good content appeals to all audiences
- 91% of AANHPI audiences and
- 87% of general audiences are open to content featuring people outside of their identity group.
- In addition, the report shows high bingeability scores of Asian-led content across top streaming platforms and opportunities for advertisers to better engage AANHPI audiences.
- Advertising in Asian-led content delivers value AANHPI audiences are 46% more likely than the total - population to buy from brands that advertise in inclusive content.
- In 2022 brands in the fashion, pet care, electronics and travel categories allocated a significant portion of their advertising budget toward content that features and appeals to the AANHPI community. These are also the categories where Asian Americans are spending more than the general population.
FYI: Download the 2023 Asian American, Native Hawaiian and Pacific Islander Diverse Intelligence Series for more details and insights. Please visit www.nielsen.com/asian-american to learn more. Join the discussion on LinkedIn (https://www.linkedin.com/showcase/nielsen-diversity-equity-and-inclusion/) and Facebook (Nielsen DiversityEquityAndInclusion).
EDITOR'S NOTE: For additional commentary, news and views from an AANHPI perspective, follow @DioknoEd on Twitter.
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