NEW YORK—As the Asian Pacific American Heritage Month kicks off in May, Nielsen has released an extensive new report diving into their media habits with data showing they are “super streamers” and that mobile devices are a very important part of their media habits.
“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 report titled, Reaching Asian American Audiences: Understanding Asian Influence and Media Consumption, also highlights that Asian Americans are an important audience for ad-supported streaming services. Asian Americans are spending 31% of their viewing time on ad-supported platforms (vs. 27% for the total population)
More specifically, the Nielsen researchers describe Asian Americans as super streamers and note that streaming is undoubtedly the leading platform to connect with Asian American. In January 2024, streaming made up 45.4% of Asian Americans’ TV usage, compared with 36.0% for the general U.S. population, according to Nielsen’s The Gauge.
It also found that Asian American, Native Hawaiian and Pacific Islander (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…
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