接触美国亚裔受众-了解亚洲的影响力和媒体消费（英）

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 powerSection 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 hasn’t 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 Lee’s script before his death), K-dramas like Revenant and Daily Dose of Sunshine, and the award-winning show Beef. The series swept this year’s 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 stories 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 it’s unsurprising then that Nielsen research shows the AANHPI community is spending more and more time with streaming channels. As the media landscape continues to evolve, so will Asian media viewership—especially 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 platforms to choose from, winning over the AANHPI community requires a deeper understanding of the community's diverse experiences and perspectives. It’s clear that mainstream platforms alone aren’t satisfying the media appetite of diverse communities so we are curating our own spaces, in our own languages. Asian audiences cannot be gained through a “general market” approach—there are distinct patterns of engagement, trust and affinity. Taken together, these trends and insights present a distinct opportunity for brands and advertisers to create meaningful engagement and long-term resonance with AANHPI audiences. It’s an opportunity to earn brand trust that can only be built from a true understanding of our community. Thank you to Gold House for our continuing collaboration to amplify AANHPI voices, media and content. We provide the research and data-driven insights that help media and brands make informed decisions to deepen engagement with the AANHPI community.WelcomePatricia RatulangiNielsen Vice President, Global CommunicationsDiversity, Equity & InclusionFor the purpose of this report, Asian American is defined to include all who ide