1、Reaching Asian American audiencesDiverse Intelligence Series|April 2024Understanding Asian influence and media consumptionReaching Asian American audiencesIn collaboration withCopyright 2024 The Nielsen Company(US),LLC.2Table of contentsWelcomeSection 1AANHPI community:Growing in influence and power

2、Section 2 Media:Where community and culture meetSection 3Representation resonates for long-term ROIConclusionAbout Nielsen3512203031Copyright 2024 The Nielsen Company(US),LLC.3IntroductionWhat an incredible year for Asian American,Native Hawaiian and Pacific Islander(AANHPI)stories.TV historically h

3、asnt been a place where the AANHPI community could trust to feel seen,but this past year,the tide is turning,with a variety of stories that go beyond anti-Asian hate or the lingering memories of Crazy Rich Asians.In 2023,we saw American-Born Chinese,Warrior(based on Bruce Lees script before his deat

4、h),K-dramas like Revenant and Daily Dose of Sunshine,and the award-winning show Beef.The series swept this years Emmy Awards and Golden Globes,and it was a big hit with viewers,too:U.S.audiences spent about 5.8 billion minutes watching the show in 2023.Beyond featuring Asian inclusivity,these storie

5、s have another thing in common:They were all featured on streaming platforms.In fact,AANHPI talent appear in 10.9%of content on streaming platforms,greater than broadcast and cable1.Perhaps its unsurprising then that Nielsen research shows the AANHPI community is spending more and more time with str

6、eaming channels.As the media landscape continues to evolve,so will Asian media viewershipespecially when you consider the diversity of the diaspora community,63%of whom speak other languages besides English.At a time of splintering media attention,divided voices and an ever-growing number of platfor