Nielsen Collaborates with Gold House to Unveil
New Insights on AANHPI-led Television Content
NEW
YORK, April 25, 2023 /PRNewswire/ -- Nielsen, a
global leader in audience measurement, data, and analytics, today
released the 2023 Asian American, Native Hawaiian and
Pacific Islander Diverse Intelligence Series report which
noted that 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. 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.
Asian-led content is highly bingeable and
offer opportunities for advertisers & publishers to engage all
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."
For Asian Pacific American Heritage Month, Nielsen has
collaborated 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."*
Other key highlights in the 2023 Asian American,
Native Hawaiian and Pacific Islander Diverse Intelligence
Series include:
- 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.
- AANHPI audiences are 46% more likely than the total population
to buy from brands that advertise in inclusive content.
- In 2022, brands in the categories of fashion, pet care,
electronics and travel allocated a significant portion of their
advertising budget towards Asian-inclusive content. These are also
the categories where Asian Americans are spending more than the
general population.
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).
ABOUT NIELSEN
Nielsen shapes the world's media and
content as a global leader in audience measurement, data and
analytics. Through our understanding of people and their behaviors
across all channels and platforms, we empower our clients with
independent and actionable intelligence so they can connect and
engage with their audiences—now and into the future.
Nielsen operates around the world in more than 55 countries.
Learn more at www.nielsen.com and connect with us on social
media.
ABOUT GOLD HOUSE
Gold House powers and propels Asian
Pacific communities across every corner of culture to build a
tomorrow for all. Through a suite of innovative programs, the
leading platform unites, promotes, and invests in Asian Pacific
creatives and companies. To learn more, visit www.goldhouse.org or
follow @GoldHouseCo on Instagram, Facebook, Twitter, and
LinkedIn.
*Custom Analysis of Nielsen National TV Panel and Streaming
Content Ratings data - most recent season for each show between
August 2022 - March 2023.
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SOURCE Nielsen