Tuesday, June 28, 2022
HomeMarket ResearchFor AANHPI audiences, streaming brings households collectively – Nielsen

For AANHPI audiences, streaming brings households collectively – Nielsen

Whereas the pandemic might have been the catalyst for accelerating streaming adoption among the many lots, it’s clear that audiences are making streaming a everlasting, and rising, a part of their lives. In reality, April marked a milestone for streaming, as for the primary time, audiences spent greater than 30% of their complete TV time watching over-the-top video content material.

Along with elevated time spent, audiences, significantly AANHPI customers, are discovering extra illustration on streaming providers than on broadcast and cable tv. Final 12 months, AANHPI illustration on streaming providers was greater than double that of broadcast or cable. In keeping with Nielsen Gracenote Inclusion Analytics, AANHPI share of display grew by 80% final 12 months. However inclusion isn’t simply growing throughout streaming providers. General Asian illustration throughout cable, broadcast and SVOD elevated 31% final 12 months.

With extra consultant applications, comes extra culturally related content material. This enhance in illustration is bringing multi-generational households collectively for a shared content material expertise. On Disney+, for instance, younger Asian American viewers aged 18-24 watched AANHPI content material with somebody aged 65-74 almost 8x greater than Disney+ audiences total. This development continues throughout streaming platforms—on Netflix, co-viewing between these two age teams was 4.3x larger than audiences total.

Disney’s Turning Purple, which was initially launched direct to customers within the U.S. on Disney+, highlights each the ability of representational content material and co-viewing. The family-friendly film a few younger lady coming of age struck a chord with AANHPI audiences of all ages. The film was among the many most streamed titles in first-quarter 20221, and drew a multigenerational Asian viewers far exceeding the common viewers. 

Asian viewers aged 75+ streamed Turning Purple with youngsters within the residence at almost 3x the speed of viewers within the age group total. And, the week following its premiere, 1.5x the variety of Asian American 65-74 year-olds watched the film with youngsters within the residence. 

All of this co-viewing can imply huge alternatives for content material creators who need to faucet into the booming U.S. AANHPI viewers—the Asian American group has skilled 39% development within the final 10 yearsand had 2.1 trillion minutes of viewing energy in 20213

And whereas there was progress in illustration of Asian Individuals on display, media content material nonetheless falls brief in assembly the calls for of audiences who need extra correct portrayals. The outcomes of a latest Nielsen Attitudes on Illustration on TV Survey discovered that almost all of Asian Individuals really feel there may be not sufficient illustration of their identification group on TV, and when they’re seen on display, they really feel the portrayal is inaccurate.

AANHPI audiences need to really feel seen, and are more and more gravitating to culturally related content material as wealthy as their very own experiences, on platforms that supply essentially the most decisions. Content material creators that may inform nuanced, genuine tales concerning the Asian American group can faucet into a strong, engaged—and multigenerational—viewers. 

For added insights, obtain our AANHPI report—Confronting fable and marginalization: Asian American audiences and on-screen illustration.


  1. Nielsen Streaming Content material Rankings
  2. 2020 U.S. Census Bureau
  3. Nielsen Media Impression viewing minutes 2021

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