Nielsen Report: AANHPI Audiences Value Inclusive Content and Representation

After the success of Everything Everywhere All At Once at the Oscars, many members of the Asian American Native Hawaiian and Pacific Islander (AANHPI) community felt proud of the historic night. The AANHPI audience has shown through their voices and spending that they want their stories to be seen and heard. Studios and advertisers can engage this audience by embracing authentic stories and inclusive representation.

Nielsen has released a report exploring the media platforms and content that are popular among Asian Americans. The report highlights the value of embracing the AANHPI community for marketers, content creators, and media publishers.

Some key findings from the report include:

AANHPI audiences watch 27% more streaming content, which has the highest representation of AANHPI people at over 10% share of screen.

Streaming programs are more inclusive of AANHPI people than other platforms, with more than twice the representation on broadcast and three times the representation on cable.

Good content appeals to all audiences, with 91% of AANHPI audiences and 87% of general audiences open to content featuring people outside their identity group.

Advertising in Asian-led content delivers value, with AANHPI audiences 46% more likely to buy from brands that advertise in inclusive content.

In 2022, brands in fashion, pet care, electronics, and travel allocated a significant portion of their advertising budget towards content that appeals to the AANHPI community. These are also categories where Asian Americans spend more than the general population.