Data Shows Asian American Audiences Shaping Sports, Digital Media, and Beauty Trends

Asian American audiences are driving major shifts in digital commerce, sports engagement, and beauty trends. According to Nielsen and Gold House's new Breakthrough ROI: Investing in Asian American audiences and media report, Asian American, Native Hawaiian, and Pacific Islander (AANHPI) consumers are more digitally connected, spending 9 hours and 6 minutes a week logged on to their computers, almost an hour more than all adults in the United States. The research found that since January, streaming is more than half (53%) of Asian Americans’ total TV time, up from 45% last year. In addition, the report indicates that 20% of that viewing is on YouTube, which is almost twice that of the total U.S. population. Nielsen's report noted that 83% of marketers are planning to shift spend towards digital in 2025, and AANHPI should be top of mind. “As digital media and commerce evolve, Asian American consumers are leading the charge, embracing interactive and shoppable ad experiences at higher rates than the general population,” Stacie M. de Armas, svp of diverse insights and intelligence of Nielsen, said in a statement. “Marketers who recognize the importance of cultural connection in their digital strategies will build stronger relationships with this influential and engaged audience.” According to Jeremy Tran, executive director and COO of Gold House, a Los Angeles-based nonprofit group that promotes the interests of the AANHPI community, the demographic is a vital audience that brands shouldn't overlook. "AANHPIs are a driving force in the economy, shaping markets as influential consumers and leaders," Tran added. "In today’s economic climate, their influence is more critical than ever—fueling industries from beauty to sports and beyond. By recognizing and investing in this community, brands and businesses can unlock new opportunities for growth and innovation." Sports engagement scores big The Nielsen report found that AANHPI audiences are watching more live sports than ever, spending 15% more time viewing than the general public, with 33% more likely to subscribe to sports-specific streaming platforms. Sports podcast listenership is also growing fast, up 28% between 2022 and 2024. Nielsen notes that these audiences are playing an important role in amplifying major moments in sports, including the 2024 World Series, where Asian American viewership spiked 146%, and the growing interest in women’s basketball, with viewership of the 2024 NCAA Women’s Basketball Championship spiking nearly 70% year-over-year. Global sports are also making an impression, including 13% of U.S. adults identifying as cricket fans, which is driven partially by the country's growing Indian population. Amid this growing viewership, 37% of AANHPI sports viewers say they want more culturally relevant advertising during games, according to Nielsen. Beauty trends make a statement The Nielsen report also found that AANHPI women are shaping beauty trends and spending big on skincare and cosmetics, including Korean beauty products and South Asian Ayurvedic hair care, which have been boosted by pop culture through depictions on Netflix's Bridgerton and Beyoncé’s Cécred haircare brand, the report states. According to the data, AANHPI women are 83% more likely to spend over $500 on skincare and 53% more likely to have done the same for cosmetics and perfumes. Among other highlights, AANHPI audiences are also more likely than the general population to download beauty retail apps like Sephora and Ulta, and their spending power is driving an 8% year-over-year increase in ad spend on toiletries and cosmetics. Shifting the digital narrative Some other key highlights from the report are that 59% of AANHPI consumers expect brands to support causes they care about, compared with 51% of U.S. consumers. Meanwhile, 70% of AANHPI millennial consumers said they will stop purchasing from brands that devalue their community. The research also found that Asian Americans aged 50-64 are 8% more likely than the total U.S. to rely heavily on the internet to explore and evaluate products before buying. According to Nielsen, AANHPI audiences over-index in the total U.S. for share of time spent with Netflix (128) and Amazon (198), which also happen to have the highest percentage of programming featuring Asian talent at 39.4% and 35.5%, respectively.

Measurement

Data Shows Asian American Audiences Shaping Sports, Digital Media, and Beauty Trends

Nielsen report indicates streaming makes up 53% of Asian Americans’ total TV time

Saleah Blancaflor

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