Study reveals Asian Americans are spending 31%
of their viewing time on ad-supported platforms, more than the
total population
NEW
YORK, May 1, 2024 /PRNewswire/ -- Nielsen, a
global leader in audience measurement, data, and analytics,
releases their latest Diverse Intelligence Series report to
kick-off Asian Pacific American Heritage Month. The report titled,
Reaching Asian American Audiences: Understanding Asian Influence
and Media Consumption, highlights that Asian Americans are
spending nearly equal time watching content on their TVs and
smartphones.
Asian Americans are spending 31% of their
viewing time on ad-supported platforms (vs. 27% for the total
population)
While streaming is undoubtedly the leading platform to connect
with Asian American, Native Hawaiian and Pacific Islander (AANHPI)
audiences, the use of devices widely varies. The report shows that
AANHPI audiences are spending nearly the same amount of time tuning
into content on the TV screen and smartphone screen — approximately
17 hours per week on each screen. Viewership of TV-connected
devices outpaces traditional live TV by more than an hour and a
half a week.
Additionally, Asian Americans are continuing to grow as a key
audience for advertisers investing in ad-supported streaming
platforms. In 2023, Asian Americans spent 31% of their viewing time
on ad-supported video on-demand (AVOD) streaming platforms,
compared to the 27% of the total population. Combined with the fact
that Asian American viewers spend nearly 10% more time streaming
content in general when compared to the total population,
indicating that brands should take a cross-media approach to
engaging this group.
"As the media landscape continues to evolve, so will Asian media
viewership—especially when you consider the diversity of the AANHPI
diaspora community," says Patricia
Ratulangi, Vice President of Global Communications for
Diversity, Equity & Inclusion at Nielsen. "In a time of
splintering media attention, divided voices and an ever-growing
number of platforms to choose from, reaching the Asian American
community requires a deeper understanding of our diverse
experiences and perspectives."
The rise of Asian representation on screen, reaching 10.9% in
2023, may be a contributing factor to this viewing trend. And while
this certainly influences the growing number of Asian American
people watching ad-supported streaming, Asian-inclusive content is
also impacting the total minutes streamed by all U.S. audiences -
with series like Beef racking up over 5.8 billion minutes
watched in 2023.
"Representation continues to be a key component in building
audience trust," says Jeremy Tran,
Executive Director and COO of Gold House. "We're proud to partner
with Nielsen to help advance the measurement and understanding of
critical narratives that impact Asian American audience trust in
TV, Film, and News media. Through our continued collaboration, we
aim to empower diverse voices and stories that resonate
authentically with our communities."
Diving deeper, the report highlights the increasing importance
of non-subscription news media as a valuable connection point for
reaching AANHPI audiences, who make up the fastest-growing group of
eligible voters in the United
States. As we head into a new election year, the power of
news media will greatly influence Asian American viewers, with 78%
of the audience consuming news at least once a day and showing a
34% higher likelihood to trust in the accuracy of news
programs.
While Asian Americans may show greater trust in news media
compared to the total population, various news narratives are
influencing different age groups within the segment. The Gold House
perceptions survey conducted with Nielsen, highlights that 72% of
Asian Americans aged 65+ are more inclined to engage with stories
that report on geopolitical tensions and anti-Asian hate, whereas
narratives surrounding affirmative action and immigration resonate
more with Asian American millennial and Gen Z audiences. These
insights emphasize the importance of tailoring news content to
address the diverse concerns of Asian American audiences,
particularly with young voters (avg. age of 35.7) in the 2024
Elections.
Other key highlights in the 2024 report include:
- Streaming continues to gain share with 45.4% of Asian
Americans' TV usage at the start of this year (versus 43% in
January 2023)
- Asian Americans are 27% more likely to buy games/toys
(including video games), 10% more likely to buy books, and 6% more
likely to buy music/videos in the past 3-12 months than the total
population
- Asian American consumers are 69% more likely to buy a new
smartphone than the total population.
- On smartphones, Asians outpace other viewers for using
streaming platform apps—especially ad-supported ones. In an average
month, YouTube's mobile app reaches 85% of Asian American
adults.
Download the 2024 report Reaching Asian American
Audiences: Understanding Asian Influence and Media
Consumption for more details and insights. Please
visit www.nielsen.com/asian-american to learn more. Join the
discussion on Facebook (Nielsen DiversityEquityAndInclusion) and
follow us on Twitter (@Nielsen_DEI).
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.
An S&P 500 company, Nielsen (NYSE: NLSN) operates around the
world in more than 55 countries. Learn more at
www.nielsen.com or www.nielsen.com/investors 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.
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SOURCE Nielsen