UnderstandingAsianinfluenceandmediaconsumption

Reaching

AsianAmerican

audiences

Incollaborationwith

DiverseIntelligenceSeries|April2024

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2

Copyright?2024TheNielsenCompany(US),LLC.

Welcome

3

Section1

AANHPIcommunity:Growingininfluenceandpower

5

Section2

Media:Wherecommunityandculturemeet

12

Section3

Representationresonatesforlong-termROI

20

Conclusion

30

AboutNielsen

31

Tableofcontents

Introduction

PAGE

3

Copyright?2024TheNielsenCompany(US),LLC.

Welcome

WhatanincredibleyearforAsianAmerican,NativeHawaiianandPacificIslander(AANHPI)stories.TVhistoricallyhasn’tbeenaplacewheretheAANHPIcommunitycouldtrusttofeelseen,butthispastyear,thetideisturning,withavarietyofstoriesthatgobeyondanti-AsianhateorthelingeringmemoriesofCrazyRichAsians.In2023,wesawAmerican-BornChinese,Warrior(basedonBruceLee’sscriptbeforehisdeath),K-dramaslikeRevenantandDailyDoseofSunshine,andtheaward-winningshowBeef.Theseriessweptthisyear’sEmmyAwardsandGoldenGlobes,anditwasabighitwithviewers,too:U.S.audiencesspentabout5.8billionminuteswatchingtheshowin2023.

BeyondfeaturingAsianinclusivity,thesestorieshaveanotherthingincommon:Theywereallfeaturedonstreamingplatforms.Infact,AANHPItalentappearin10.9%ofcontentonstreamingplatforms,greaterthanbroadcastandcable1.Perhapsit’sunsurprisingthenthatNielsenresearchshowstheAANHPIcommunityisspendingmoreandmoretimewithstreamingchannels.

Asthemedialandscapecontinuestoevolve,sowillAsianmediaviewership—especiallywhenyouconsiderthediversityofthediasporacommunity,63%ofwhomspeakotherlanguagesbesidesEnglish.Atatimeofsplinteringmediaattention,dividedvoicesandanever-growingnumberofplatformstochoosefrom,winningovertheAANHPIcommunityrequiresadeeperunderstandingofthecommunity'sdiverseexperiencesandperspectives.

It’sclearthatmainstreamplatformsalonearen’tsatisfyingthemediaappetiteofdiversecommunitiessowearecuratingourownspaces,inourownlanguages.Asianaudiencescannotbegainedthrougha“generalmarket”approach—therearedistinctpatternsofengagement,trustandaffinity.

Takentogether,thesetrendsandinsightspresentadistinctopportunityforbrandsandadvertiserstocreatemeaningfulengagementandlong-termresonancewithAANHPIaudiences.It’sanopportunitytoearnbrandtrustthatcanonlybebuiltfromatrueunderstandingofourcommunity.

ThankyoutoGoldHouseforourcontinuingcollaborationtoamplifyAANHPIvoices,mediaandcontent.Weprovidetheresearchanddata-driveninsightsthathelpmediaandbrandsmakeinformeddecisionstodeepenengagementwiththeAANHPIcommunity.

PatriciaRatulangi

NielsenVicePresident,GlobalCommunicationsDiversity,Equity&Inclusion

Forthepurposeofthisreport,AsianAmericanisdefinedtoincludeallwhoidentifyontheU.S.CensusasAsian,NativeHawaiianorPacificIslander,whetheraloneorincombinationwithsomeotherrace.

1GracenoteInclusionAnalytics,2023

Leanintostreamingaspartofyourcross-mediainvestment

StreamingdominatesAsianAmericans’TVtime,with45.4%oftheirtotaltimespentwiththeplatform.

2

Insection2,wediveintoAsianAmericanmediaconsumptionhabitstohelpmarketersreachacrosschannels.

UnderstandtheinfluenceandpoweroftheAANHPIaudience

AsianAmericansarethefastest-growingpopulationintheU.S.,

1

with$1.3trillioninbuyingpower.

Insection1,weexplorewhereandwhyAANHPIaudiencesarespending.

Resonatethroughtrust

andrepresentation

60%ofAANHPIwishtheysawmorerepresentationoftheiridentitygrouponTV.

3

Insection3,weuncoverhowrepresentationiscriticalformarketerslookingtocreatelong-termbrandimpact.

TheAANHPIcommunityisasmallbutquicklygrowingsegmentoftheU.S.population.Withoutsizedbuyingpower/householdincomes,AsianAmericansareavaluablegroupformarketerstoengage.

ButhowtoreachtheAANHPIcommunityiscomplex.Comparedtothegeneral

population,AsianAmericansspendlesstimewithtraditionalmediachannels.Streaming,however,standsoutasanareaofopportunity.AsianAmericansarevoraciousstreamingconsumers.Thisisn’tanewtrend—wereportedonitin2023,butit’sonestreamingprovidersarecontinuingtoinvestin.Andwiththeriseofad-supportedstreamingcomesopportunitiesformarketerstoreachAsianAmericanswheretheyare—providedit’sdonewithauthenticrepresentationthatresonates.

ThisreportidentifiesthreekeyrecommendationstohelpmarketersengageAsianAmericanaudiences.

1

AANHPIcommunity:Growingininfluenceandpower

5

Copyright?2024TheNielsenCompany(US),LLC.

Section1

AANHPIcommunity:Growingininfluenceandpower

TheAANHPIcommunityconsistsofadiversediasporaofabout24millionpeoplewithrootsinmorethan20countries,eachwithuniquecultures,languagesandexperiences.Brands,mediaplatformsandcommunityorganizationslookingtoreachthisdiverseandgrowingpopulationneedtobetterunderstandwhotheyare,whattheycareaboutandhowthey’respending.

1

AANHPIcommunity:Growingininfluenceandpower

6

Copyright?2024TheNielsenCompany(US),LLC.

Gettingaheadofagrowing

consumergroup

Figure1.1

AANHPImedianhouseholdincomes

AsianAmericansarethefastestgrowingpopulationintheU.S.AccordingtotheU.S.Census,thenumberofU.S.Asiansisprojectedtoriseto35.8millionby2060,morethan3xthepopulationin2000.Thecommunityisalsoyoung,withamedianageof35.7years.

Whileyoung,AsianAmericanshavetremendousspendingcapabilities,with$1.3trillioninbuyingpowerandamedianhouseholdincomeof

$104,646,wellaboveaverageincomefortheU.S.

However,viewinganygroupasamonolithisamistake.Withthediversityinthiscommunity,medianhouseholdincomeisjustasvaried.Ofanyminoritycommunity,AsianAmericanshavethelargestwealthgap(23.3%)betweenthehighestandlowestincomeranges.

Indian

Filipino

Chinese

Korean

Vietnamese

$104,695

$101,534

$91,860

$86,025

$147,728

0 $30,000 $60,000 $90,000 $120,000 $150,000

Source:AmericanCommunitySurvey,2022

1

AANHPIcommunity:Growingininfluenceandpower

Young

35.7yrsold

MedianAge

(AmericanCommunitySurvey,2022)

Widestincomegap

23.3%

betweenthehighestand

lowestincomeranges

Copyright?2024TheNielsenCompany(US),LLC. 7

(U.S.CensusBureau,CurrentPopulationSurvey,1968to2023AnnualSocialandEconomicSupplements(CPSASEC)

FastestgrowingpopulationintheU.S.

Tremendousbuyingpower

3X $1.3T

NumberofU.S.AANHPIin2060willbemorethan3xthe2000population

(U.S.CensusProjections2023)

(SeligCenterforEconomicGrowth2022)

$104,646

MedianincomewellaboveU.S.

(AmericanCommunitySurvey,2022)

AANHPIcommunity:

Growinginfluenceandpower

1

AANHPIcommunity:Growingininfluenceandpower

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10

Copyright?2024TheNielsenCompany(US),LLC.

MeetingAANHPIconsumerswheretheyarespending

Figure1.2

Topcategoriesforrecentpurchases

Recentlypurchased

AANHPIpopulation%

AANHPIindex

Adspend2023

AccordingtoNielsen’s2024

AnnualMarketing

Report

,marketersareoptimisticaboutadspendingdespitetheunsettlednatureoftheglobaleconomy.Infact,72%expectbiggeradbudgetscomparedwith2023,whenonly64%expectedabudgetincrease.MarketerslookingtoengageAsianaudiencesneedtobetterunderstandcurrentspendingtrends.

AANHPIconsumersare30%morelikelythanthegeneralpopulationtobuysportsequipmentand27%morelikelytomakeapurchaseatanygame/toystore.Thesetrendslikelyreflecttheyoungageofthisdemographic,withamedianageof35.7years.YetbasedonNielsen’s2023AdInteldata,sportsisoneofthecategorieswheremarketersmaybeunder-investingadvertisingdollars.

Sportsequipment

Anygame/toystore(includingvideogames)

AnyclothingstoreFinejewelry

Skincareitems

Anyofficesupply/servicestore

Anybookstore

20.3%

11.6%

40.0%

12.0%

54.1%

20.7%

15.3%

130

127

125

113

111

110

110

$178,679

$514,479

$694,024

$359,199

$3,165,682

$28,242

$17,257

Anymusic/videostore

7.4%

106

$312,193

Cosmetics/perfumes

40.0%

102

$672,954

Readas:AANHPIpeopleare30%morelikelytobuysportsequipmentinthepast3-12monthsthanthetotalpopulationSource:NielsenScarboroughUSA+R22023,NielsenAdIntel2023

AANHPIconsumersareopentonewproducts

Figure1.3

AANHPIconsumersareinterestedintryingnewbrandsinkeycategories

WhileproductusecanbetiedtostrongculturaltraditionsorwordofmouthinmanyAsianhouseholds,consumersarestillopentonewproducts—eveniftheydifferfromwhatpreviousgenerationshavereliedon.

AANHPI

Total

AANHPI

Total

AANHPI

Total

Alongsidetheeverydaystaples,manyAsianhouseholdsareplanningforbig-ticketpurchasesaswell.Inthenextyear,AANHPIconsumers

are69%morelikelytobuyanewsmartphonethanthetotalpopulation,74%morelikelytobuyfitnessequipmentand103%morelikelytobuyanewcar2.

65.2%59.1%

Beautyandskincare

e.g.makeup,sunblock,beardcare

68.8%

65.3%

Householdcleaner

e.g.disinfectant,furniturepolish

54.9%

56.5%

Banking,InsuranceandFinancialServices

2NielsenScarboroughUSA+R12023

Percentagesomewhat/stronglyagreewiththestatement:

Iammostopentotryingnewbrandsdifferentfrommyparents/familymembersinthesecategories.Source:NielsenAttitudesonRepresentationStudy,2023

Globalspotlight

Understanding

SoutheastAsianconsumers

AsianAmericansintheU.S.arehighlyconnectedwithimportantmarketsaroundtheworld.Approximately18%ofthetotalAANHPIpopulationisfromSoutheastAsiaandthePacificIslands.Tohelpmarketersbetterunderstandhowthesecommunitiesinfluence

eachother,we’veidentifiedthetopcategoriesforspendinkeySoutheastAsianmarkets.

Platform

Adspend(inUSD000,000)

Platform

Adspend(inUSD000,000)

Platform

Adspend(inUSD000,000)

TV

792

TV

1,698

TV

11,829

Radio

92

Radio

104

Radio

3,394

Print

204

Print

74

Print

48

OOH

n/a

OOH

490

OOH

96

Digital

318

Digital

811

Digital

2,602

Total

1,406

Total

3,177

Total

17,969

Malaysia

Topcategoriesspend

Government,Social&PoliticalOrg.

Retail

Toiletries

Beverage-NonAlcoholic

Pharmaceuticals

Thailand

Topcategoriesspend

Personalcare&cosmetics

Retailshop/foodoutlets

Food

Beverage

Media&marketing

Philippines

Topcategoriesspend

Homecareproducts

Medicalproducts&equipments

Haircareproducts

Otherpersonalcareproducts

Dairyproducts

Platform

Adspend(inUSD000,000)

Platform

Adspend(inUSD000,000)

TV

266

TV

13,906

Radio

149

Radio

19

Print

156

Print

871

OOH

212

OOH

58

Digital

404

Digital

2,907

Total

1,223

Total

17,761

Singapore

Topcategoriesspend

Services(Airlines/Bank/Beauty/Corp)

Agricultural/Industrial&Commercial

Retail

Clothes/Bags/Watch/Jewel/Opt/Phot/Toys

Pharmaceuticals

Indonesia

Topcategoriesspend

Beverages

Food

Toiletries&cosmetics

Officeeqp't,computer,communications

Householdproducts/supplies

Source:AdIntel2023

Brandsandmedia

Opportunitiestoengage

Communitypartners

BecauseofthegrowingdiversityoftheAANHPIpopulation,advertisersmusttakeanevenmorenuancedapproachtotheirmarketing,fromcampaigncreativetoplacement.

NielsenresearchshowsAANHPIaudiencesarethemostlikelytobuyfrombrandsthatfeaturesomeonefromtheiridentitygroupinads,and64%ofAANHPIpeoplewillstopbuyingfrombrandsthatdevaluetheiridentitygroup3.

Brandsneedtokeepthisinmind,ensuringculturalchecksandoversighttoavoiddamagingmissteps.

ThediversityofAsianconsumersmeansthat“Asian”isn’tasinglesegment.ReachingAANHPIconsumersrequiresunderstandingthenuancesofthisdiverseandvibrantcommunity.Butforthosewhoareabletodososuccessfully,theseconsumersareeagertoengage(andspend).

SharingthedataandinsightsaroundAANHPIbuyingpower,populationgrowthandconsumerchoicesempowers

businesseswithadeeperunderstandingofthediversitywithinthecommunity.

EncouragingmoreinvestmentinAANHPI-targetedmediacanalsobemoreeffective,astrategyreinforcedby

P&G’sMarc

Pritchard

.

Foritseveryday-useproducts,P&Greachesabout75%ofadults,including59%ofAsian-Americanconsumers.Effectivelyreachingmoreconsumerswill,inpart,comefrommoreinvestmentindiverse-owned,operatedandtargetedmedia.

3NielsenAttitudesonRepresentationStudy

2

Media:Wherecommunityandculturemeet

12

Copyright?2024TheNielsenCompany(US),LLC.

Section2

Media:Wherecommunityandculturemeet

FormarketersseekingtoreachtheAANHPIcommunity,understandinghowtheyconsumemediaiscritical.AsianAmericansspendlesstotaltimewithmediathananyothersegmentoftheU.S.population.However,therightcross-mediamixcanincreaseengagement.

2

Media:Wherecommunityandculturemeet

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Copyright?2024TheNielsenCompany(US),LLC.

Adiverseaudiencerequiresadiversemediaplan

Figure2.1

AANHPItimespentperweekQ32023

AANHPI18+

Totalpopulation18+

(HH:MM)0

5:00 10:00 15:00 20:00 25:00 30:00 35:00 40:00 45:00 50:00 55:00 (60:00)

WhereistheAANHPIaudiencegoingfortheirfavoriteprogramming?Inagivenweek,Asianaudiences18andolderintheU.S.spend17.5hourswithTV—comparedwith32hoursforthegeneralpopulation.WhenwebreakdowntimespentwithTVbydevice,theseaudiencesaremorefrequentlyturningtocontentaccessedthroughTV-connected(CTV4)devices,whichoutpacestheirconsumptionofliveTVviewingbymorethananhourandahalfaweek.

AANHPIviewersspendalmostthesameamountoftimeeachweekconsumingcontentontheirsmartphonesastheydowithtelevision.Whilethisputstheminlinewiththetotalpopulationintermsoftotalhourswithsmartphones,AANHPIaudiences’levelofengagementwithmobiledevicesrepresentsmorethanathirdoftheirtotalmediatime.

TotalUseofTelevision

Live+Time-shiftedTVTime-shiftedTV

App/WebonaSmartphone

TV-Connecteddevices

VideoFocusedApp/Web

StreamingAudioSocialNetworking

17:26

32:04

:04

08

19:04

00:54

02:08

09:22

13:01

17:01

17:17

01:56

01:57

00:12

00:10

05:41

05:55

4CTVreferstoanytelevisionthatisconnectedtotheinternet.

Themostcommonusecaseistostreamvideocontent. Source:NielsenNationalTVPanel

AANHPIaudiencesspendalmostequaltimewithTVandsmartphones

Source:NielsenNationalTVPanel,Q32023

17.5hours/week

WithAsianAmericanaudiencesspendingalargerpercentageoftheirtotalmediatimewithCTVandsmartphones,marketerscanleanintoaudience-basedadbuyingavailableonmanydigitalchannelstoreachthem.Andthisalignswithwheremarketersarelookingtospend.AccordingtoNielsen’s

2024AnnualMarketing

Report

,globalmarketersplantodedicate63%oftheirbudgetsthisyeartodigitalchannels,attributingthecontinuingshifttowarddigitaltothehighperceivedeffectivenessofthesechannels.

TVscreen

17hours/week

Phonescreen

AANHPIaudiencesaresuperstreamers

Figure2.2

AANHPIaudiences:moretimewithstreaming,lessonbroadcastandcable

AANHPIaudiencesspendthemosttimewithstreamingcomparedtobroadcastandcable.Andstreamingcontinuestogainshare,upto45.4%ofAsianAmericans’TVusageatthestartofthisyear(versus43%inJanuary2023).Comparatively,streamingmakesup36.0%

ofTVusageforthegeneralU.S.population,accordingtoNielsen’s

TheGauge

.

ThewealthofAsian-inclusivecontent,particularlyonthetoptwoplatformsYouTube

Jan2024

Other

18.4%

Streaming

15.0%

10.4%

8.3%

2.9%

2.8%

Other

streaming

andNetflix,maycontributetotheaudience’sstreaminguse.In2024,Netflixannouncedit’s

investingmore

inAsiancontentwithfour

Chinese-languageprogramsfromTaiwan,eightshowsfromThailandandsixfromIndonesia.

YouTubehas

partnered

withK-poplabelHybeandU.S.labelGeffenRecordstolaunchTheDebut:DreamAcademy,whichfollows20contestantsastheyauditiontobecomethenextK-popstar.AndDisneyrecently

announced

ajointventurewithkeyleaders

inIndia’sentertainmentindustrytointegratedigitalmediaandsportscontent.AccordingtoeMarketer,Indiaisexpectedtohavethehighestdigitaladspendgrowththisyear,increasinganestimated25.1%.

Broadcast 45.4%

15.8%

Cable

20.3%

“Other”includesallotherTVusagethatdoesnotfallintothebroadcast,cableorstreamingcategories.Source:AnalysisofJanuary2024NielsenNationalTVPanelDataaugmentedbyStreamingPlatform

1.6%

1.3%

1.2%

1.5%

Ratings.Note:Streamingoflinearcontenthasbeenremovedfromstreaming(butdoescounttowardbroadcastandcable)

AANHPIaudienceswatchacrossmobileapps

Figure2.3

AANHPIuseofstreamingplatformapps

Onsmartphones,Asiansoutpaceotherviewersforusingstreamingplatformapps—especiallyad-supportedones.Inanaveragemonth,YouTube’smobileappreaches85%ofAANHPIadults.SlingTVisalsoparticularlyappealingsinceit

provides

ahostofinternationalTVcontent,especiallyinSouthAsianandEastAsianlanguages.AANHPIviewersare37%morelikelytousetheappthanthegeneralpopulation.

Platform AANHPIReachindex

108

137

TheGlory

Inthefirsthalfof2023,U.S.audienceswatched1.9billionminutesofthepopularK-dramaonNetflix.

AANHPIviewingmadeup25%ofthatviewing.

Source:NielsenStreamingContentRatings2023

106

103

102

102

0 30 60 90 120 150

Readas:SlingTVis37%morelikelytoreachAANHPIusersthanthetotalpopulation.Source:NielsenMediaImpact,Nov2023TopAppsRanker

Theopportunitywithinad-supportedstreaming

Streaminghasevolvedfromitsad-free,subscription-focusedroots.Today,almostallmajorstreamingplatformsandservicesinclude

Figure2.4

AANHPIaudiencesspendmoretimewithad-supportedstreamingthanthetotalpopulation

Jan2024

TotalUS TotalAsian(NH)

adtiers.Forsomeservices,advertisinghasbecometheprimarygo-to-marketstrategy.

Formarketersfiguringouthowtoincorporatenewerad-supportedstreamingintotheirmediaplans,AsianAmericanaudiencescouldbeagoodsegmenttofocuson.Whilesubscriptionvideo-on-demand(SVOD)viewingstillmakesup44%ofAANHPIaudiences’streaming,ad-supportedvideo-on-demand(AVOD)viewingmakesup31%.Comparatively,AVODmakesup27%ofthetotalpopulation’sstreaming.

TotalSVOD

streaming

TotalAVODstreaming

TotalMVPD/vMPVD

streaming

17%

27%

TotalSVOD

streaming

TotalAVODstreaming

TotalMVPD/vMPVD

streaming

10%

31%

47%

44%

Source:NielsenStreamingPlatforms

Globalspotlight

UnderstandingmediahabitsacrossSoutheastAsia

AsianAmericansintheU.S.arehighlyconnectedwithimportantmarketsaroundtheworld.Approximately18%ofthetotalAsianAmericanpopulationisfromSoutheastAsiaandthePacificIslands.TakealookatthemediaconsumptionhabitsinkeySoutheastAsianmarkets.

Malaysia

Top3apps/websitesusedyesterday:

Facebook

Instagram

Shopee(regionalonlineshoppingplatform)

WatchedTVyesterday:

60.9%

Thailand

Top3apps/websitesusedyesterday:

YouTube

Facebook

Line(messagingapp)

WatchedTVyesterday:

74.2%

Philippines

Top3apps/websitesusedyesterday:

Facebook

FacebookMessenger

YouTube

WatchedTVyesterday:

76.9%

Singapore

Top3apps/websitesusedyesterday:

WhatsApp

TheStraitsTimes(localnewspaper)

Facebook

WatchedTVyesterday:

69.7%

Indonesia

Top3apps/websitesusedyesterday:

WhatsApp

YouTube

Facebook

WatchedTVyesterday:

67.2%

Source:NielsenConsumer&MediaView

Brandsandmedia

Whileageandgenderhavebeenthefocusdrivingmediabuys,themediaconsumptionbehavioroftheAANHPIaudiencedoesn’tfollowthetraditionalnorms.Forexample,Asians50+spendthemosttimeonCTVdevicescomparedtoothergroupswhotendtowatchmorelinearTV.

Therealityisthataudiencesofad-supportedstreamingplatformscontinuetogrow.Forexample,in

February2024

,YouTubecaptured9.3%ofTVusage,

aplatform-best:AsianinfluencerslikeAlexChikinChow,arealsotoppingthesubscribercharts—Chowhas41million

subscribers.WiththeknowledgethatAsianaudiencesareheavystreamers,

ad-supportedstreamingplatformsareacriticalelementofacross-mediacampaign.

Opportunitiestoengage

WhileAsianAmericanaudiencesarespendingsignificanttimewithstreaming,marketersshouldbecarefulaboutfocusingonasinglechannel

toreachtheirintendedaudiences.Leaningtooheavilyintojustafewchannelscanresultinyourmessagereachingthesameaudiencesrepeatedlyandmissingoutonfresheyes.

Ultimately,across-mediaapproachiscriticalinmediaplanning.

Andquality,person-levelaudiencedatacanhelpmarketersreachtheirintendedaudiencesacrosschannels.Whenmassivescaleisnotfeasible,person-levelaudiencedatacanhelpmarketersensurethattheircampaigns,regardlessofchannel,areaspinpointedaspossible.

Communitypartners

MoreAsianaudiencesareembracingstreamingcontentchoiceswith24%subscribingtothreestreamingservices5.Forcontentcreatorswithinthecommunity,thispresentsanopportunitytobeseenandsharethestoriesofdiverseexperiences.

U.S.adultsspendanaverageof11minutessearchingforsomethingtowatch.Viewersaresiftingthroughheapsofcontentlookingforsomethingthatresonates.ThisisanopportunityforanyoneandeveryonetodiscoverAANHPIstoriesandlearnmoreaboutthisvibrantanddiversecommunitybeyondthetraditionalAANHPIHeritageMonthinMay.

5July2023StreamingContentSurvey

3

Representationresonatesforlong-termROI

20

Copyright?2024TheNielsenCompany(US),LLC.

Representationresonatesforlong-termROI

Section3

HowcanmarketersgaininfluencewithAANHPIconsumers?Itisimportanttomeetthiscommunitywheretheyarespendingandconsumingmedia.Buthowyourbrandshowsupisalsoacriticalconsideration.Fromthecontentyouradappearsalongsidetothecampaignsthemselvesandthelanguageyouuse,representationgoesalongwaytowardcreatingtrustwithAANHPIaudiences,ultimatelybuildingbrandaffinityanddeliveringlong-termreturnsonyourinvestment(ROI)withthiscommunity.

3

Representationresonatesforlong-termROI

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Copyright?2024TheNielsenCompany(US),LLC.

RepresentativecontentresonateswithAANHPIaudiences

TheSouthAsianexperienceisvastlydifferentfromtheSoutheastAsianexperience,oranyothergroupwithintheAANHPIcommunity,forthatmatter.Eachisavibrantlydistinctgroupthatcravesreal,livedexperiencestobeseenonscreen.

Currently,mostofthisinclusivecontentcanbefoundonstreamingplatforms,whererepresentationofAANHPItalenthasincreasedfrom10.3%in2022to10.9%in2023.ThismayhelptoexplainwhystreamingedgesoutbroadcastandcablewhenitcomestotimespentamongAANHPIviewers.

Figure3.1

AANHPItotalTVshareofscreenrankingbyplatform

Broadcast Cable Streaming

2022

2023

2022

2023

2022

2023

AANHPI

4.1%

4.1%

3.3%

4.7%

10.3%

10.9%

EastAsian

1.9%

2.3%

1.3%

1.5%

4.2%

5.3%

SouthAsian

0.4%

0.4%

0.4%

1.0%

2.2%

1.7%

SoutheastAsian

0.9%

1.0%

0.8%

1.7%

1.8%

1.4%

NHPI

0.3% 0.3%

0.2% 0.1%

0.6% 0.3%

Source:GracenoteInclusionAnalytics,2023

AANHPIaudiencesarelookingformorerepresentation

Figure3.2

AANHPIfeelmorestronglythattheseaspectsoftheiridentityarenotseeninmedia

AANHPI

Totalpopulation

Despiteslightincreasesinrepresentation,60%ofAANHPIwishtheysawmoreoftheiridentitygrouponTV.Platformslookingtowinwiththeseviewersandcreatelong-tailROIopportunitiescouldstartbyhelpingclosethisgap.

Neighborhood/Community

20%

12%

Countryoforigin

19% 9%

Skincolor/complexion

15% 9%

Source:NielsenAttitudestowardsrepresentationstudy,October2023

ThepowerofnewsmediawithintheAANHPIcommunity

Figure3.3

Waystoaccessnewspapercontent

AANHPIvotersmakeupthefastest-growinggroupofeligiblevotersintheUnitedStates.Between2016and2020,AsianAmericanvoterturnoutjumpedfrom49%to59%,thelargestincreaseofanyracialorethnicgroup,accordingto

CensusBureau

figures.Yet83%

haveconcernsaboutmisinformationintheU.S.elections6.Still,AANHPIaudiencesareheavynewsusers,with78%consumingnewsatleastonceaday.They’realso34%morelikelytotrustintheaccuracyofnews.

Nielsen’sresearchfoundthatAsianaudiencesaremostlikelytoaccesstheirnewsviafreenewspaperwebsites.FormarketershopingtoengageAANHPIaudiencesthisyear,tappinginto

Articlesoralerts

onsocialmedia

53.2%

47.7%

Freenewspaperwebsite

politicalcontentonnon-subscriptionnewssitesandsocialmediaplatformscouldbeavaluableconnectionpoint.UnderstandingwhichplatformsrepresenttheAANHPIcommunityiskeyformarketerstounderstand,as41%ofAANHPI

audiencesaremorelikelytobuyfrombrands

Breakingnewstextalerts

32.2%

orappnotifications

Articles,alerts,or

thatadvertisewithnewsoutletstheytrust7.

newslettersthroughemail

24.3%

16.9%

Paiddigitalsubscription

6APIAVote

72024NielsenSurveyonTrustinMedia

Source:ScarboroughUSA+2023Release1Total(Dec2021-May2023)

Evenintrustednewsmedia,gettingtherightadsintherightplacesiskey

67%

ofAAPIrespondentsoftenencounteradsthatarenotrelevantwhentheyconsumenews

Source:2024Nielsenattitudesontrustinmediasurvey

AANHPItalentcanhelpengageaudience

Trustisbuiltthroughseveralfactors,oneofwhichisrepresentativetalent.Forexample,ABC’sWorldNewsTonightwithco-anchorJujuChangandMSNBC’sMorningJoewithfrequentreporterRichardLuiareinthetopmost-watchedbroadcastnewsprogramsforAANHPIviewers8.

Figure3.4

Whatmakesrepresentativecontentmoreengaging?

Featuresgeographiclocationassociatedwithmyidentitygroup(s)

27%

22%

Featuresacastmembercloselyassociatedwithmyidentitygroup(s)

30%

22%

%ofAANHPIaudiencesagree %Overallaudiencesagree

Source:NielsenAttitudesonRepresentationSupplementalStudy,2022

8NielsenNationalTVPanel,2023

Thevalueof

in-languagemedia

AsiansintheU.S.comefrommorethan20coun