A new report from Nielsen shows that Asian American, Native Hawaiian and Pacific Islander (AANHPI) audiences are dedicating almost equal amounts of time to watching content on traditional TVs and smartphones.
Key points:
- Streaming continues to get attention from AANHPI viewers, surpassing traditional live TV viewership.
- Asian Americans are enthusiastic adopters about ad-supported streaming platforms.
- AANHPI viewers spend spend about 17 hours every week on both TVs and smartphones.
The details:
- According to the report Reaching Asian American Audiences: Understanding Asian Influence and Media Consumption, AANHPI adults spend 17.5 hours per week watching TV and dedicate 17 hours to their smartphones.
- Streaming makes up 45.4% of AANHPI viewers’ total TV time, which is higher than the general population’s adoption rate of 36%, as of January 2024. This increased to 48.2% of their total TV time in March 2024.
- These audiences are more likely to embrace ad-supported video on-demand services, accounting for 31% of their streaming as of January 2024, compared with 27% for the total population.
- News consumption remains high among Asian Americans, with 78% watching news daily. The group’s trust in news programs is higher than the national average. News stories resonate differently across generations. Older Asian Americans engage more with stories on geopolitics and anti-Asian hate, while younger audiences connect with content on affirmative action and immigration.
Takeaway for marketers:
- The AANHPI community holds $1.3 trillion in buying power and is the fastest-growing U.S. population segment. The group’s diverse media habits highlight the necessity of tailored content and cross-platform marketing strategies.
