A new report released today by the audience data analytics firm Nielsen found that Asian Americans, Native Hawaiians and Pacific Islanders watch 27% more streaming content than the general population.
Perhaps not coincidentally, streaming content had twice the representation of broadcast and three times the representation of cable.
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.”
The report also found that Asian-led content had high bingeability scores across top streaming platforms and provide another opportunity for advertisers to better engage AANHPI audiences.
Nielsen partnered with Gold House to produce the 2023 Asian American, Native Hawaiian and Pacific Islander Diverse Intelligence Series.
Other key highlights in the 2023 Asian American, Native Hawaiian and Pacific Islander Diverse Intelligence Series include:
- People of all ethnicities want good content – 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.
“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,” said Jeremy Tran, executive director of Gold House.
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