Nielsen Report Reveals Increasing Value of AANHPI TV Content and Audiences in 2023, Highlighting Opportunities for Advertisers to Better Engage a Growing Market

Nielsen, a global leader in audience measurement, data, and analytics, has released the 2023 Asian American, Native Hawaiian, and Pacific Islander Diverse Intelligence Series report. The report reveals that AANHPI audiences watch about 27% more streaming content than the general population, with streaming platforms having more than 10% share of screen. Additionally, the report shows high bingeability scores of Asian-led content across top streaming platforms, highlighting opportunities for advertisers to better engage AANHPI audiences. The report also notes that despite a slight dip in representation from 2021 to 2022, streaming programs are still significantly more inclusive of AANHPI people than other platforms. Streaming had more than twice the representation on broadcast and three times the representation on cable.

Nielsen’s Vice President of Global Communications – DE&I, Patricia Ratulangi, stated that as Asians are the fastest-growing segment of the U.S. population in numbers and buying power, 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. Furthermore, the report highlights that Asian Pacific American Heritage Month has collaborated with Gold House, the leading platform that unites, promotes and invests in Asian Pacific creators and companies, to spotlight AANHPI-driven television content.

The report also highlights that good content appeals to all audiences, with 91% of AANHPI audiences and 87% of general audiences being open to content featuring people outside of their identity group. Additionally, AANHPI audiences are 46% more likely than the total population to buy from brands that advertise in inclusive content. Furthermore, in 2022, brands in the categories of fashion, pet care, electronics, and travel allocated a significant portion of their advertising budget towards Asian-inclusive content. These are also the categories where Asian Americans are spending more than the general population.

Nielsen’s 2023 Asian American, Native Hawaiian, and Pacific Islander Diverse Intelligence Series report highlights the increasing value of AANHPI TV content and audiences. With the growing value of authentic stories and inclusive representation, studios and advertisers can engage an audience that is eager to see itself represented on screen. Furthermore, the report highlights the importance of inclusive content that appeals to all audiences and the significant portion of advertising budgets allocated towards Asian-inclusive content in 2022.

Please visit www.nielsen.com/asian-american to learn more. Join the discussion on LinkedIn (https://www.linkedin.com/showcase/nielsen-diversity-equity-and-inclusion/) and Facebook (Nielsen DiversityEquityAndInclusion).

SOURCE Nielsen

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