Asian American Audiences Spend Nearly Equal Time on TV and Smartphone  [REPORT]

Nielsen released their latest Diverse Intelligence Series report to kick-off Asian Pacific American Heritage Month. The report titled, Reaching Asian American Audiences: Understanding Asian Influence and Media Consumption, highlights that Asian Americans are spending nearly equal time watching content on their TVs and smartphones.

While streaming is undoubtedly the leading platform to connect with Asian American, Native Hawaiian and Pacific Islander (AANHPI) audiences, the use of devices widely varies. The report shows that AANHPI audiences are spending nearly the same amount of time tuning into content on the TV screen and smartphone screen — approximately 17 hours per week on each screen. Viewership of TV-connected devices outpaces traditional live TV by more than an hour and a half a week.

Additionally, Asian Americans are continuing to grow as a key audience for advertisers investing in ad-supported streaming platforms. In 2023, Asian Americans spent 31% of their viewing time on
ad-supported video on-demand (AVOD) streaming platforms, compared to the 27% of the total population. Combined with the fact that Asian American viewers spend nearly 10% more time streaming content in general when compared to the total population, indicating that brands should take a cross-media approach to engaging this group.

To download report, CLICK HERE.