Nielsen-接觸美國亞裔受眾 了解亞洲的影響力和媒體消費 2024

Reaching

AsianAmerican

audiences

DiverseIntelligenceSeries|April2024

Understanding

Asianinfluenceandmediaconsumption

Nielsen

Incollaborationwith

GOLDHOUSE

Tableofcontents

n

Welcome

Section

1

AANHPIcommunity:Growingininfluenceandpower

Section2

Media:Wherecommunityandculturemeet

Section

3

Representationresonatesforlong-termROI

Conclusion

AboutNielsen

3

5

12

20

30

31

12

Copyright?2024TheNielsenCompany(US),LLC.

Introduction

Welcome

WhatanincredibleyearforAsianAmerican,NativeHawaiianandPacificIslander(AANHPI)stories.TVhistoricallyhasn’tbeenaplacewheretheAANHPIcommunitycouldtrusttofeelseen,butthispastyear,thetideisturning,withavarietyofstoriesthatgobeyondanti-AsianhateorthelingeringmemoriesofCrazyRichAsians.In2023,wesawAmerican-BornChinese,Warrior(basedonBruceLee’sscriptbeforehisdeath),K-dramaslikeRevenantandDailyDoseofSunshine,andtheaward-winningshowBeef.Theseriessweptthisyear’sEmmyAwardsand

GoldenGlobes,anditwasabighitwithviewers,too:U.S.audiencesspentabout5.8billionminuteswatchingtheshowin2023.

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

Asthemedialandscapecontinuestoevolve,sowillAsianmediaviewership—especiallywhenyouconsiderthe

diversityofthediasporacommunity,63%ofwhomspeakotherlanguagesbesidesEnglish.Atatimeofsplinteringmediaattention,dividedvoicesandanever-growingnumberofplatformstochoosefrom,winningoverthe

AANHPIcommunityrequiresadeeperunderstandingofthecommunity'sdiverseexperiencesandperspectives.

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

Takentogether,thesetrendsandinsightspresentadistinctopportunityforbrandsandadvertiserstocreate

meaningfulengagementandlong-termresonancewithAANHPIaudiences.It’sanopportunitytoearnbrandtrustthatcanonlybebuiltfromatrueunderstandingofourcommunity.

ThankyoutoGoldHouseforourcontinuingcollaborationtoamplifyAANHPIvoices,mediaandcontent.Weprovidetheresearchanddata-driveninsightsthathelpmediaandbrandsmakeinformeddecisionstodeepenengagementwiththeAANHPIcommunity.

PatriciaRatulangi

NielsenVicePresident,GlobalCommunications

Diversity,Equity&Inclusion

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

1GracenoteInclusionAnalytics,2023

Nielsen

Copyright?2024TheNielsenCompany(US),LLC.

。

2

StreamingdominatesAsian

Americans’TVtime,with45.4%oftheirtotaltimespentwiththeplatform.

Insection2,wediveintoAsianAmericanmediaconsumptionhabitstohelpmarketersreachacrosschannels.

Leanintostreamingaspartofyourcross-mediainvestment

Resonate

throughtrust

60%ofAANHPIwishtheysawmorerepresentationoftheir

identitygrouponTV.

Insection3,weuncoverhowrepresentationiscriticalformarketerslookingtocreatelong-termbrandimpact.

3

andrepresentation

Introduction

TheAANHPIcommunityisasmallbutquicklygrowingsegmentoftheU.S.population.Withoutsizedbuyingpower/householdincomes,AsianAmericansareavaluablegroupfor

marketerstoengage.

ButhowtoreachtheAANHPIcommunity

iscomplex.Comparedtothegeneral

population,AsianAmericansspendlesstime

withtraditionalmediachannels.Streaming,

however,standsoutasanareaofopportunity.AsianAmericansarevoraciousstreaming

consumers.Thisisn’tanewtrend—we

reportedonitin2023,butit’sonestreamingprovidersarecontinuingtoinvestin.Andwiththeriseofad-supportedstreamingcomes

opportunitiesformarketerstoreachAsian

Americanswheretheyare—providedit’sdonewithauthenticrepresentationthatresonates.

Thisreportidentifiesthreekeyrecommendationstohelpmarketers

engageAsianAmericanaudiences.

Understandthe

AsianAmericansarethefastest-growingpopulationintheU.S.,

with$1.3trillioninbuyingpower.

Insection1,weexplorewhereandwhyAANHPIaudiences

arespending.

1

influenceandpoweroftheAANHPIaudience

Nielsen

Copyright?2024TheNielsenCompany(US),LLC.

｜4

AANHPIcommunity:Growingininfluenceandpower

1

AANHPIcommunity:Growingininfluenceandpower

TheAANHPIcommunityconsistsofadiversediasporaofabout24millionpeoplewithrootsinmorethan20countries,eachwithunique

cultures,languagesandexperiences.Brands,mediaplatformsandcommunityorganizationslookingtoreachthisdiverseandgrowing

populationneedtobetterunderstandwhotheyare,whattheycareaboutandhow

they’respending.

1

Section

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Copyright?2024TheNielsenCompany(US),LLC.

15

Nielsen

Figure1.1

AANHPImedianhouseholdincomes

$147,728

Indian

$104,695

Filipino

$101,534

Chinese

$91,860

Korean

$86,025

Vietnamese

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

Source:AmericanCommunitySurvey,2022

Gettingahead

ofagrowing

consumergroup

AsianAmericansarethefastestgrowing

populationintheU.S.AccordingtotheU.S.

Census,thenumberofU.S.Asiansisprojected

toriseto35.8millionby2060,morethan3xthepopulationin2000.Thecommunityisalsoyoung,withamedianageof35.7years.

Whileyoung,AsianAmericanshavetremendousspendingcapabilities,with$1.3trillioninbuyingpowerandamedianhouseholdincomeof

$104,646,wellaboveaverageincomefortheU.S.

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

highestandlowestincomeranges.

Nielsen

1

AANHPIcommunity:Growingininfluenceandpower

。

Copyright?2024TheNielsenCompany(US),LLC.

AANHPIcommunity:

Growinginfluenceandpower

Fastestgrowing

populationintheU.S.

3X

NumberofU.S.AANHPI

in2060willbemorethan3xthe2000population

(U.S.CensusProjections2023)

Nielsen

Young

yrsold

35.7

MedianAge

(AmericanCommunitySurvey,2022)

Tremendous

buyingpower

$1.3T

(SeligCenterforEconomicGrowth2022)

$104,646

MedianincomewellaboveU.S.

(AmericanCommunitySurvey,2022)

1

AANHPIcommunity:Growingininfluenceandpower

Widestincomegap

23.3%

betweenthehighestandlowestincomeranges

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

Figure1.2

Topcategoriesforrecentpurchases

Recentlypurchased

Sportsequipment

Anygame/toystore

(includingvideogames)

Finejewelry

Anyofficesupply/

servicestore

Anymusic/videostore

Adspend2023

$178,679

$514,479

AANHPIpopulation%

Cosmetics/perfumes

Anyclothingstore

Anybookstore

Skincareitems

AANHPIindex

$3,165,682

$694,024

$672,954

$312,193

$28,242

$359,199

$17,257

40.0%

40.0%

20.3%

20.7%

12.0%

15.3%

54.1%

7.4%

11.6%

130

106

102

127

110

125

111

110

113

Readas:AANHPIpeopleare30%morelikelytobuysportsequipmentinthepast3-12monthsthanthetotalpopulation

Source:NielsenScarboroughUSA+R22023,NielsenAdIntel2023

MeetingAANHPI

consumerswhere

theyarespending

AccordingtoNielsen’s2024

AnnualMarketing

Report

,marketersareoptimisticaboutad

spendingdespitetheunsettlednatureofthe

globaleconomy.Infact,72%expectbiggeradbudgetscomparedwith2023,whenonly64%expectedabudgetincrease.MarketerslookingtoengageAsianaudiencesneedtobetter

understandcurrentspendingtrends.

AANHPIconsumersare30%morelikelythan

thegeneralpopulationtobuysportsequipmentand27%morelikelytomakeapurchaseatanygame/toystore.Thesetrendslikelyreflecttheyoungageofthisdemographic,withamedianageof35.7years.YetbasedonNielsen’s2023AdInteldata,sportsisoneofthecategories

wheremarketersmaybeunder-investing

advertisingdollars.

1

AANHPIcommunity:Growingininfluenceandpower

。

Copyright?2024TheNielsenCompany(US),LLC.

Nielsen

Figure1.3

AANHPIconsumersareinterestedintryingnewbrandsinkeycategories

65.3%

AANHPI

54.9%

56.5%

Total

AANHPI

Total

65.2%59.1%

Beautyandskincare

e.g.makeup,sunblock,beardcare

AANHPI

Total

68.8%

Householdcleaner

e.g.disinfectant,furniturepolish

Banking,InsuranceandFinancialServices

Percentagesomewhat/stronglyagreewiththestatement:

Iammostopentotryingnewbrandsdifferentfrommyparents/familymembersinthesecategories.Source:NielsenAttitudesonRepresentationStudy,2023

AANHPIconsumers

areopentonew

products

WhileproductusecanbetiedtostrongculturaltraditionsorwordofmouthinmanyAsian

households,consumersarestillopentonew

products—eveniftheydifferfromwhatpreviousgenerationshavereliedon.

Alongsidetheeverydaystaples,manyAsian

householdsareplanningforbig-ticketpurchasesaswell.Inthenextyear,AANHPIconsumers

are69%morelikelytobuyanewsmartphone

thanthetotalpopulation,74%morelikelytobuyfitnessequipmentand103%morelikelytobuyanewcar2.

2NielsenScarboroughUSA+R12023

1

AANHPIcommunity:Growingininfluenceandpower

Nielsen

Copyright?2024TheNielsenCompany(US),LLC.

19

Malaysia

PlatformAdspend(inUSD000,000)

TV792

Radio92

Philippines

Platform

TV

Radio

Print

OOH

Digital

Total

Adspend(inUSD000,000)

11,829

3,394

48

96

2,602

17,969

Print

204

OOH

n/a

Digital

318

Total

1,406

Topcategoriesspend

1Homecareproducts

2Medicalproducts&equipments3Haircareproducts

4Otherpersonalcareproducts5Dairyproducts

Topcategoriesspend

1Government,Social&PoliticalOrg.2Retail

3Toiletries

4Beverage-NonAlcoholic

5Pharmaceuticals

Singapore

PlatformAdspend(inUSD000,000)

Indonesia

Platform

TV

Radio

Print

OOH

Digital

Total

Adspend(inUSD000,000)

13,906

19

871

58

2,907

17,761

TV

266

Radio

149

Print

156

OOH

212

Digital

404

Total

1,223

Topcategoriesspend

1Beverages

2Food

3Toiletries&cosmetics

4Officeeqp't,computer,communications5Householdproducts/supplies

Topcategoriesspend

1Services(Airlines/Bank/Beauty/Corp)2Agricultural/Industrial&Commercial3Retail

4Clothes/Bags/Watch/Jewel/Opt/Phot/Toys5Pharmaceuticals

AANHPIcommunity:Growingininfluenceandpower

1

Globalspotlight

Understanding

SoutheastAsianconsumers

AsianAmericansintheU.S.arehighlyconnectedwithimportantmarketsaroundtheworld.Approximately18%ofthetotalAANHPIpopulationisfromSoutheastAsiaandthePacific

Islands.Tohelpmarketersbetterunderstandhowthesecommunitiesinfluence

eachother,we’veidentifiedthetopcategoriesforspendinkeySoutheastAsianmarkets.

Thailand

PlatformAdspend(inUSD000,000)

TV

1,698

Radio

104

Print

74

OOH

490

Digital

811

Total

3,177

Topcategoriesspend

1Personalcare&cosmetics

2Retailshop/foodoutlets

3Food

4Beverage

5Media&marketing

Source:AdIntel2023

Copyright?2024TheNielsenCompany(US),LLC.

10

AANHPIcommunity:Growingininfluenceandpower

1

Brands

andmedia

Becauseofthegrowingdiversityofthe

AANHPIpopulation,advertisersmusttakeanevenmorenuancedapproachtotheirmarketing,fromcampaigncreativeto

placement.

NielsenresearchshowsAANHPIaudiencesarethemostlikelytobuyfrombrandsthatfeaturesomeonefromtheiridentitygroupinads,and64%ofAANHPIpeoplewill

stopbuyingfrombrandsthatdevaluetheiridentitygroup3.

Brandsneedtokeepthisinmind,ensuringculturalchecksandoversighttoavoid

damagingmissteps.

3NielsenAttitudesonRepresentationStudy

Opportunities

toengage

ThediversityofAsianconsumersmeansthat

“Asian”isn’tasinglesegment.ReachingAANHPIconsumersrequiresunderstandingthenuancesofthisdiverseandvibrantcommunity.Butfor

thosewhoareabletodososuccessfully,theseconsumersareeagertoengage(andspend).

Community

partners

SharingthedataandinsightsaroundAANHPIbuyingpower,population

growthandconsumerchoicesempowers

businesseswithadeeperunderstandingofthediversitywithinthecommunity.

EncouragingmoreinvestmentinAANHPI-targetedmediacanalsobemoreeffective,astrategyreinforcedby

P&G’sMarc

Pritchard

.

Foritseveryday-useproducts,P&G

reachesabout75%ofadults,including59%ofAsian-Americanconsumers.Effectivelyreachingmoreconsumerswill,inpart,

comefrommoreinvestmentindiverse-owned,operatedandtargetedmedia.

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Copyright?2024TheNielsenCompany(US),LLC.

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Media:Wherecommunityandculturemeet2

Media:Where

communityand

culturemeet

FormarketersseekingtoreachtheAANHPIcommunity,

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

2

Section

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Copyright?2024TheNielsenCompany(US),LLC.

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Figure2.1

AANHPItimespentperweekQ32023

AANHPI18+Totalpopulation18+

(HH:MM)05:0010:0015:0020:0025:0030:0035:0040:0045:0050:0055:00(60:00)

17:26

TotalUseofTelevision

32:04

08:04

Live+Time-shiftedTV

19:04

00:54

Time-shiftedTV

02:08

09:22

TV-Connecteddevices

13:01

17:0117:17

App/WebonaSmartphone

VideoFocusedApp/Web

StreamingAudio

SocialNetworking

01:5601:57

00:1200:10

05:4105:55

Source:NielsenNationalTVPanel

Media:Wherecommunityandculturemeet2

Adiverseaudiencerequiresadiversemediaplan

WhereistheAANHPIaudiencegoingfortheir

favoriteprogramming?Inagivenweek,Asian

audiences18andolderintheU.S.spend17.5

hourswithTV—comparedwith32hoursforthegeneralpopulation.Whenwebreakdowntime

spentwithTVbydevice,theseaudiencesare

morefrequentlyturningtocontentaccessed

throughTV-connected(CTV4)devices,which

outpacestheirconsumptionofliveTVviewingbymorethananhourandahalfaweek.

AANHPIviewersspendalmostthesameamountoftimeeachweekconsumingcontentontheir

smartphonesastheydowithtelevision.While

thisputstheminlinewiththetotalpopulationintermsoftotalhourswithsmartphones,AANHPIaudiences’levelofengagementwithmobile

devicesrepresentsmorethanathirdoftheirtotalmediatime.

4CTVreferstoanytelevisionthatisconnectedtotheinternet.Themostcommonusecaseistostreamvideocontent.

Copyright?2024TheNielsenCompany(US),LLC.

13

Media:Wherecommunityandculturemeet2

AANHPIaudiencesspendalmost

equaltimewithTVandsmartphones

WithAsianAmericanaudiencesspendingalarger

percentageoftheirtotalmediatimewithCTVand

smartphones,marketerscanleanintoaudience-based

adbuyingavailableonmanydigitalchannelstoreach

them.Andthisalignswithwheremarketersarelookingtospend.AccordingtoNielsen’s

2024AnnualMarketing

Report

,globalmarketersplantodedicate63%oftheirbudgetsthisyeartodigitalchannels,attributingthe

continuingshifttowarddigitaltothehighperceivedeffectivenessofthesechannels.

17.5hours/week

TVscreen

17hours/week

Phonescreen

Source:NielsenNationalTVPanel,Q32023

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Copyright?2024TheNielsenCompany(US),LLC.

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Figure2.2

AANHPIaudiences:moretimewithstreaming,

lessonbroadcastandcable

Jan2024

Other

18.4%

Streaming

45.4%

Cable

20.3%

Broadcast

15.8%

15.0%10.4%8.3%2.9%2.8%

1.6%

1.3%

1.2%

1.5%

YOUTuhe

NETFLIX

Other

streaming

hulu

peacock

ubi

“Other”includesallotherTVusagethatdoesnotfallintothebroadcast,cableorstreamingcategories.

Source:AnalysisofJanuary2024NielsenNationalTVPanelDataaugmentedbyStreamingPlatform

Ratings.Note:Streamingoflinearcontenthasbeenremovedfromstreaming(butdoescounttowardbroadcastandcable)

AANHPIaudiences

aresuperstreamers

AANHPIaudiencesspendthemosttimewith

streamingcomparedtobroadcastandcable.

Andstreamingcontinuestogainshare,upto

45.4%ofAsianAmericans’TVusageatthe

startofthisyear(versus43%inJanuary2023).Comparatively,streamingmakesup36.0%

ofTVusageforthegeneralU.S.population,accordingtoNielsen’s

TheGauge

.

ThewealthofAsian-inclusivecontent,

particularlyonthetoptwoplatformsYouTubeandNetflix,maycontributetotheaudience’s

streaminguse.In2024,Netflixannounced

it’s

investingmore

inAsiancontentwithfour

Chinese-languageprogramsfromTaiwan,eightshowsfromThailandandsixfromIndonesia.

YouTubehas

partnered

withK-poplabel

HybeandU.S.labelGeffenRecordstolaunchTheDebut:DreamAcademy,whichfollows

20contestantsastheyauditiontobecome

thenextK-popstar.AndDisneyrecently

announced

ajointventurewithkeyleadersinIndia’sentertainmentindustrytointegratedigitalmediaandsportscontent.AccordingtoeMarketer,Indiaisexpectedtohavethehighestdigitaladspendgrowththisyear,

increasinganestimated25.1%.

Media:Wherecommunityandculturemeet2

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Figure2.3

AANHPIuseof

streamingplatformapps

Platform

AANHPIReachindex

108

106

1

03

10

2

137

ubi

NETFLIX

hulu

YOUTuhe

0306090120150

Readas:SlingTVis37%morelikelytoreachAANHPIusersthanthetotalpopulation.

Source:NielsenMediaImpact,Nov2023TopAppsRanker

2

10

AANHPIaudienceswatchacrossmobileapps

Onsmartphones,Asiansoutpaceotherviewersforusing

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

provides

ahostofinternationalTVcontent,especiallyinSouthAsianandEastAsianlanguages.AANHPIviewersare37%morelikelyto

usetheappthanthegeneralpopulation.

TheGlory

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

AANHPIviewingmadeup25%ofthatviewing.

Source:NielsenStreamingContentRatings2023

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Media:Wherecommunityandculturemeet2

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Nielsen

Figure2.4

AANHPIaudiencesspendmoretimewithad-supportedstreamingthanthetotalpopulation

Jan2024

TotalAsian(NH)

TotalUS

10%

31%

44%

TotalSVODstreaming

TotalAVODstreaming

TotalMVPD/vMPVDstreaming

TotalSVODstreaming

TotalAVODstreaming

TotalMVPD/vMPVDstreaming

17%

27%

47%

Source:NielsenStreamingPlatforms

Theopportunity

withinad-supportedstreaming

Streaminghasevolvedfromitsad-free,

subscription-focusedroots.Today,almostall

majorstreamingplatformsandservicesincludeadtiers.Forsomeservices,advertisinghas

becometheprimarygo-to-marketstrategy.

Formarketersfiguringouthowtoincorporate

newerad-supportedstreamingintotheirmedia

plans,AsianAmericanaudiencescouldbeagoodsegmenttofocuson.Whilesubscriptionvideo-

on-demand(SVOD)viewingstillmakesup44%ofAANHPIaudiences’streaming,ad-supportedvideo-on-demand(AVOD)viewingmakesup

31%.Comparatively,AVODmakesup27%ofthetotalpopulation’sstreaming.

Nielsen

Media:Wherecommunityandculturemeet2

Copyright?2024TheNielsenCompany(US),LLC.17

Malaysia

Top3apps/websitesusedyesterday:

1.Facebook

2.Instagram

3.Shopee(regionalonlineshoppingplatform)

Philippines

Top3apps/websitesused

1.Facebook

2.FacebookMessenger3.YouTube

WatchedTVyesterday:

76.9%

yesterday:

WatchedTV

60.9%

Singapore

Top3apps/websitesusedyesterday:

1.WhatsApp

2.TheStraitsTimes

3.Facebook

Indonesia

Top3apps/websitesused

1.WhatsApp

2.YouTube

3.Facebook

WatchedTVyesterday:

67.2%

(local

newspaper)

yesterday:

WatchedTV

69.7%

Media:Wherecommunityandculturemeet2

Globalspotlight

UnderstandingmediahabitsacrossSoutheastAsia

AsianAmericansintheU.S.arehighlyconnectedwithimportantmarketsaroundtheworld.Approximately18%ofthetotalAsianAmericanpopulationisfromSoutheastAsiaandthe

PacificIslands.TakealookatthemediaconsumptionhabitsinkeySoutheastAsianmarkets.

Thailand

Top3apps/websitesusedyesterday:

1.YouTube

2.Facebook

3.Line(messagingapp)

WatchedTVyesterday:

74.2%

yesterday:

yesterday:

Source:NielsenConsumer&MediaView

Copyright?2024TheNielsenCompany(US),LLC.

18

Opportunitiestoengage

Brands

andmedia

WhileAsianAmericanaudiencesarespending

significanttimewithstreaming,marketersshouldbecarefulaboutfocusingonasinglechannel

toreachtheirintendedaudiences.Leaningtooheavilyintojustafewchannelscanresultin

yourmessagereachingthesameaudiencesrepeatedlyandmissingoutonfresheyes.

Ultimately,across-mediaapproachiscriticalinmediaplanning.

Andquality,person-levelaudiencedatacanhelp

marketersreachtheirintendedaudiencesacrosschannels.Whenmassivescaleisnotfeasible,

person-levelaudiencedatacanhelpmarketersensurethattheircampaigns,regardlessof

channel,areaspinpointedaspossible.

Whileageandgenderhavebeenthefocusdrivingmediabuys,themediaconsumptionbehavioroftheAANHPIaudiencedoesn’t

followthetraditionalnorms.Forexample,Asians50+spendthemosttimeonCTVdevicescomparedtoothergroupswhotendtowatchmorelinearTV.

Therealityisthataudiencesofad-

supportedstreamingplatformscontinue

togrow.Forexample,in

February2024

,

YouTubecaptured9.3%ofTVusage,

aplatform-best:Asianinfluencerslike

AlexChikinChow,arealsotoppingthe

subscribercharts—Chowhas41million

subscribers.WiththeknowledgethatAsian

audiencesareheavystreamers,

ad-supportedstreamingplatformsarea

criticalelementofacross-mediacampaign.

Media:Wherecommunityandculturemeet2

Community

partners

MoreAsianaudiencesareembracing

streamingcontentchoiceswith24%

subscribingtothreestreamingservices5.

Forcontentcreatorswithinthecommunity,thispresentsanopportunitytobeseenandsharethestoriesofdiverseexperiences.

U.S.adultsspendanaverageof11minutessearchingforsomethingtowatch.Viewersaresiftingthroughheapsofcontentlookingforsomethingthatresonates.Thisisan

opportunityforanyoneandeveryonetodiscoverAANHPIstoriesandlearnmore

aboutthisvibrantanddiversecommunitybeyondthetraditionalAANHPIHeritage

MonthinMay.

5July2023StreamingContentSurvey

Nielsen

Copyright?2024TheNielsenCompany(US),LLC.

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Representationresonatesforlong-termROI3

Representationresonatesfor

long-termROI

HowcanmarketersgaininfluencewithAANHPIconsumers?Itisimportanttomeetthiscommunitywheretheyare

spendingandconsumingmedia.Buthowyourbrandshowsupisalsoacriticalconsideration.Fromthecontentyouradappearsalongsidetothecampaignsthemselvesandthe

languageyouuse,representationgoesalongwaytowardcreatingtrustwithAANHPIaudiences,ultimatelybuildingbrandaffinityanddeliveringlong-termreturnsonyour

investment(ROI)withthiscommunity.

3

Section

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Representationresonatesforlong-termROI3

Representative

contentresonateswithAANHPIaudiences

TheSouthAsianexperienceisvastlydifferentfromtheSoutheastAsianexperience,oranyothergroupwithintheAANHPIcommunity,forthatmatter.Eachisavibrantlydistinctgroupthatcravesreal,livedexperiencestobeseenonscreen.

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

ThismayhelptoexplainwhystreamingedgesoutbroadcastandcablewhenitcomestotimespentamongAANHPIviewers.

Nielsen

Figure3.1

AANHPItotalTVshareofscreenrankingbyplatform

Broadcast

Cable

Streaming

2022

2023

2022

2023

20222023

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

Nielsen

Copyright?2024TheNielsenCompany(US),LLC.21

Nielsen

Figure3.2

AANHPIfeelmorestronglythattheseaspectsoftheiridentityarenotseeninmedia

AANHPITotalpopulation

Neighborhood/Community

20%

12%

Country

oforigin

19%

9%

Skincolor/

complexion

15%

9%

Source:NielsenAttitudestowardsrepresentationstudy,October2023

AANHPIaudiencesarelookingformorerepresentation

Despiteslightincreasesinrepresentation,60%ofAANHPIwishtheysawmoreoftheiridentitygrouponTV.Platformslookingtowinwiththeseviewersandcreatelong-tailROIopportunities

couldstartbyhelpingclosethisgap.

Nielsen

Representationresonatesforlong-termROI3

Copyright?2024TheNielsenCompany(US),LLC.22

Thepowerofnewsmediawithinthe

AANHPIcommunity

AANHPIvotersmakeupthefastest-growing

groupofeligiblevotersintheUnitedStates.

Between2016and2020,AsianAmerican

voterturnoutjumpedfrom49%to59%