1、Copyright 2022 The Nielsen Company(US),LLC.Copyright 2023 The Nielsen Company(US),LLC.Seen,heard,valuedEngaging Asian Americans through mediaDiverse Intelligence Series 2023In collaboration withIntroductionAs Everything Everywhere All At Once dominated the Hollywood awards season this year,I could v

2、irtually hear the Asian American Native Hawaiian and Pacific Islander(AANHPI)community shout a collective“finally!”around the nation,for the long-overdue recognition from the media and entertainment industry.When Michelle Yeohs name was called for best actress at the Academy Awardsthe first by a sel

3、f-identified Asian woman,and just the second woman of color to ever win the awardit felt like we all took a communal victory lap.At last,the industry sees us as winners.Its about time our experiences are seen and heard.Actor Ke Huy Quans Oscar win that same night was also a tear-jerking moment becau

4、se he started his journey as a child refugee who arrived in the U.S.by boat and ultimately reached a career pinnacle as an Academy Award winning actor.What an incredible story.Now the red carpets are rolled up and the crowds are gone.The AANHPI community is left wonderingwhat happens now?Will the me

5、dia industry increase AANHPI representation on screen and behind the camera?It would certainly make good business sense.Asian Americans are the fastest growing population within the U.S.,according to the U.S.Census,with almost 130%growth in buying power*in the last decade.Weve already proven our sto

6、ries are powerful and attract global audiences not just AANHPI viewers but all people.Consider Squid Game,Never Have I Ever and Parasite,the 2019 film that won six Oscars at the 92nd Academy Awards,including best picture and best director.My favorites include Fresh Off the Boatwhich ran for six seas

7、onsand The Chair starring Sandra Oh.These shows successfully capture the challengesand the humorin being true to oneself while meeting family and societal expectations.These are universal problems told through an Asian lens.*Selig Center for Economic Growth,2021Patricia Ratulangi Nielsen Vice Presid

8、ent,Global Communications Diversity,Equity&Inclusion Representation isnt just about being“woke”and pledging support when a community is under attack.The AANHPI audience wants media content that explores our culturally rich and diverse experience and features Asian actors,directors,producers and writ

9、ers.In this report,Nielsen explores all of these issues.For marketers,content creators and media publishers,we hope youll see there is valueand audiencesto be gained when you embrace our community.Copyright 2023 The Nielsen Company(US),LLC.1Asian American representation in TV programs and films is c

10、ertainly not new,as actors like Sessue Hayakawa and Anna May Wong were featured on screen as far back as Hollywoods silent film era.But its prominence has gained in recent years,most recently at the 2023 Academy Awards.Everything Everywhere All at Onces 10 awards were a landmark in Asian representat

11、ion,highlighted by Michelle Yeohs best actress awardthe first by a self-identified Asian woman,and just the second woman of color to ever win the award.The movies accolades add to a string of recent Asian representation breakthroughs with global audiences,including Netflixs Squid Game and Parasite,t

12、he 2019 film that won six Oscars at the 92nd Academy Awards,including best picture and best director.As the dominant TV option among American TV audiences,streaming content has become a significant contributor in advancing Asian representation in TV and films,especially following the success of Squi

13、d Game.Compared with Everything Everywhere All at Once,which began its theatrical release in just 10 theaters,Squid Game became an instant favorite with audiences when it landed on Netflix in September 2021.U.S.audiences watched more than 2.2 billion minutes of Physical:100 in the first 6 weeks.In j

14、ust three-and-a-half months,U.S.audiences watched more than 16.4 million minutes of the survival drama seriesenough to take the No.2 spot on Nielsens annual streaming unwrapped report for 2021.In addition to laying the foundation for a forthcoming second season of the show,the success of Squid Game

15、opened the doors to other programs with similar themes.In early 2023,for example,Netflix launched Physical:100,a reality competition series that sparked many comparisons to the fictional series.Audiences rallied,watching more than 2.2 billion minutes viewed between Jan.23,2023,and March 19,2023.Copy

16、right 2023 The Nielsen Company(US),LLC.2Among providers serving U.S.audiences,Netflix has led the charge in championing the development and distribution of content from Asia,starting with a commitment to spend$500 million on Korean content in 2021.Then in 2022,Netflix subsidiary Scanline VFX announc

17、ed a$100 million investment in developing special effects facilities in South Korea.And just a few months ago,Netflix announced it will release 34 Korean titles this year,its biggest lineup of Korean content to date.The investment,awards and audience engagement certainly brighten the spotlight on th

18、e subject of Asian representation in media,but the few examples noted here represent a very small portion of a very large industry.For example,a little more than 23,600 titles1 from nine Asia-Pacific countries2 were available to audiences in 2021 and 2022,with approximately 60%coming from South Kore

19、a.In total,those titles represent just 2.4%of the 976,0002 unique video titles across linear and streaming channels that audiences had to choose from as of January 2023.1 Gracenote Global Video Data2 China,India,Indonesia,Japan,South Korea,the Philippines,Qatar,Thailand and VietnamTV and movies from

20、 Asia-Pacific represent just 2.4%of the total video content that U.S.TV audiences have to choose from.Copyright 2023 The Nielsen Company(US),LLC.3Given the limited amount of content developed across Asia-Pacific within the context of all available titles and such fast-paced audience demand for that

21、2.4%,its not surprising that the Asian American and Native Hawaiian/Pacific Islander(AANHPI)audience feels least represented among all ethnic groups in media.Hollywood has an opportunity to further meet audience demand by continuing to invest in content that broadens how AANHPI people are represente

22、d on screen.AANHPI audiences feel the most underrepresented in TV and filmsDaily time with TVBy ethnicitySource:Nielsens 2022 Attitudes on Representation on TV Study3 TV connected devices refer to any device,including smart TVs,that bring content from the internet to the TV glass.The most common use

23、 case is to stream video content.Source:Nielsen National TV Panel119179149HispanicAANHPIBlack/AfricanAmericanNative/IndigenousWhiteAnother RaceIndex value0501001502008878137Asian Americans time with TV lags the general populationIts not possible to explicitly correlate perceptions of low representat

24、ion with media consumption,but we do know that Asian Americans spend significantly less time with televisionincluding the time they spend with TV connected devices3 than other ethnic groups and the general population.Q4 2021General populationAsianBlackHispanicLive TV2:581:223:581:56DVR playback0:350

25、:160:380:17TV-connected devices1:241:161:531:22Total use of TV4:582:556:303:36Q4 2022General populationAsianBlackHispanicLive TV2:431:153:421:42DVR playback0:370:160:410:16TV-connected devices1:461:242:251:42Total use of TV5:072:566:493:41Copyright 2023 The Nielsen Company(US),LLC.4Read as:AANHPI vi

26、ewers are 79%more likely than the general population to say they feel underrepresented in TV and films.Other streaming43.0%13.9%9.6%8.4%3.0%2.8%2.0%2.0%0.4%0.8%15.5%23.0%18.5%StreamingBroadcastOtherCable“Other”includes all other TV usage that does not fall into the broadcast,cable or streaming categ

27、ories.Source:Analysis of January 2023(12/26/2022-1/29/2023)Nielsen National TV Panel Data augmented by Streaming Platform Ratings.Note:Streaming of linear content has been removed from streaming(but does count toward broadcast and cable)Streaming:Where Asian American audiences spend most of their TV

28、 timeTotal TV usage aside,Asian American audiences allocate the most TV time to streaming content26.9%more than the general population4.From a pure choice perspective,streaming platforms offer far more variety than traditional broadcast and cable options:More than 76%of the titles available to U.S.a

29、udiences are on streaming platforms;the other 23.6%are on traditional linear channels5.As a result,its not surprising that 68%of audiences typically start their search for content on streaming platforms6.4 Nielsen National TV Panel Data and Nielsen Streaming Platform Ratings;Dec.26,2022-Jan.29,20235

30、 Gracenote Global Video Data6 Nielsen Streaming Content Consumer Survey,October 2022Streaming dominates Asians time spent with TVJanuary 2023Copyright 2023 The Nielsen Company(US),LLC.5Asian American audiences watch 27%more streaming content than the general populationTotalBroadcastCableSVOD12.0%10.

31、3%Population estimate202120226.4%6.2%5.0%4.1%3.4%4.7%3.1%3.3%AANHPI total TV share of screen ranking by platform7 U.S.audiences 2+watched more than 8.6 billion minutes in 2022 8 Share of screen,from Gracenote Inclusion Analytics,is the percentage of an identity group that appears on screenSource:Gra

32、cenote Inclusion AnalyticsIn addition to offering the most content,streaming services are significantly more inclusive of people who identify as AANHPI than other TV options.That may be why Disneys Moana remains one of the most-streamed movies despite being released seven years ago7.In 2022,people w

33、ho identify as AANHPI had a 10.3%share of screen8 among the 462 most-watched titles on streaming platforms.Whats more,AANHPI people remain underrepresented in broadcast and cable programming,which combined,account for the majority of viewing among U.S.audiences.AANHPI Share of screenBroadcastCableSt

34、reamingPop estimate2021202220212022202120222022Asian&Pacific Islander3.4%4.1%3.1%3.3%12.0%10.3%6.5%East Asian1.7%1.9%1.3%1.3%5.7%4.2%2.1%South Asian0.4%0.4%1.0%0.4%2.2%2.2%2.4%Southeast Asian0.5%0.9%0.2%0.8%1.0%1.8%1.7%Native Hawaiian/Pacific Islander0.3%0.3%0.1%0.2%0.5%0.6%0.3%Copyright 2023 The Ni

35、elsen Company(US),LLC.6Finding the right contentMetadata,which is the data about a specific program,will be critical in fulfilling audiences content discovery journeys as the wealth of available content grows.When video content has detailed metadata,platforms and services can better recommend titles

36、 based on interest,inclusion,theme,topic,etc.And while all audiences look to recommendations from friends and family above all other sources,AANHPI viewers consider recommendations from streaming platforms significantly more than the general population.How do you find representative programming?AANH

37、PIOverallRecommendations from friends and familyEntertainment news/reviewsRecommendations from the platformRecommendations from the platformBuzz on social media groups I followCollections for themed programming on the platform(e.g.,Pride Month,AAPI Heritage Month,etc.)Marketing from the platform(new

38、sletters,social media promotion,ads while watching other programs,etc.)65%67%48%36%47%38%43%31%34%19%25%25%Once audiences find the content theyre interested in,inclusivity and representation can help keep them engaged.Just as weve seen with Hispanic representation,AANHPI inclusive content has an imp

39、act on how“bingeable”it is.Connecting with contentGiven the amount of content that audiences have access to,as well as all that will become available in the future,its no surprise that audiences are spending more time searching for something to watch.Nielsens most recent streaming content consumer s

40、urvey found that adults 18 and older now spend 11 minutes and 16 seconds looking for something to watch,which is up 52%from March 2019.What makes representative content more engaging?%of AANHPI audiences agree%Overall audiences agreeFeatures geographic location associated with my identity group(s)Fe

41、atures a cast member closely associated with my identity group(s)27%22%30%22%20%23%20%24%30%22%20%23%20%Source:Nielsen Attitudes on Representation Supplemental Study,2022Source:Nielsen Attitudes on Representation Supplemental Study,2022Copyright 2023 The Nielsen Company(US),LLC.7The Summer I Turned

42、Pretty on Amazon has an AANHPI share of screen of 62.5%and a bingeability score of 6.2In looking at a selection of programs across traditional and streaming channels with high AANHPI share-of-screen scores,we also see that they have high bingeability scores.Nielsen Gracenotes bingeability scores pro

43、vide a metric for how many episodes of a program audiences watch in a given day.On the bingeability scale,programs with a score of 3 or higher are considered highly bingeable.ProgramGenre(s)AANHPI share of screenAANHPI share of screenBingeability ScoreBingeability ScoreThe Summer I Turned PrettyDram

44、a,romance6.262.5%Emily in ParisComedy drama6.111.1%Resident EvilAction,horror,science fiction5.733.3%DollfaceSitcom5.250%Surviving SummerDrama,surfing4.828.6%The PentaverateDark comedy4.514.3%Source:Gracenote Inclusion Analytics,2022 TV seasonCopyright 2023 The Nielsen Company(US),LLC.8Asian-inclusi

45、ve content attracts more than AANHPI audiencesWith these selected program case studies,we see that quality content inclusive of Asians draws new,valuable audiences.In fact,it attracts all audiences.And whats more,these audiences stay once they came for what attracted them in the first place.The Comp

46、any You KeepOn Feb.19,2022,The Company You Keep launched on ABC to an audience of 2.9 million people.The series is based on South Korean series My Fellow Citizens and features Asian female lead Catherine Haena Kim.About 1.1 million of that audience were new viewers who did not watch any content on A

47、BC the week of February 12-18:142,000 Asians or 5%of those new viewers were Asian.Never Have I EverOn Aug.11,2022,Netflix released 10 episodes Never Have I Ever(season 3),a coming of-age drama about a first-generation Indian-American teenager navigating school,friends and family.The show has been la

48、uded for breaking South Asian stereotypes.This third season attracted about 1 million new viewers who did not watch any content on Netflix the week of August 4-10,of which only about 10%were Asian.Source:Custom Analysis of Nielsen National TV Panel and Streaming Content Ratings data based on availab

49、le measurable content across platforms.Images sourced from Gracenote view.Young Rock NBC released season 3 of Young Rock on Nov.4,2022.A sitcom based on the life of wrestler and actor Dwayne Johnson,“The Rock”,it has a 61%share of screen for Native Hawaiian and Pacific Islanders.Two million people t

50、uned in to the show,and about 92,000 of them were AANHPI.Copyright 2023 The Nielsen Company(US),LLC.9AANHPI audiences are 46%more likely to buy from brands that advertise in inclusive contentAsian Americans appreciate inclusive brands9 U.S.CensusSource:Custom Asian media consumption study,Fall 2022I

51、 have a higher appreciation for brands that advertise in Asian mediaI pay more attention to ads in Asian mediaI pay attention to ads that are in my preferred language56.2%62.7%47.1%59.4%50.6%61.2%65.5%50.7%67.4%60.4%72.4%55.1%KoreanChineseVietnameseEnglishAsian-inclusive advertising increases brand

52、affinityWhen brands embrace traditionally overlooked populations,they dont just drive high levels of purchase intent among Asian Americans;they improve their brand with the fastest-growing consumer group in the U.S.9 For example,a recent Nielsen custom Asian media consumption study found that more t

53、han 62%of people who consume media in Chinese say they have a higher appreciation for brands that advertise in Asian media.10Copyright 2023 The Nielsen Company(US),LLC.In todays diverse and global marketplace,brands that invest in content that features and resonates with various ethnicities and cult

54、ures can experience considerable benefits.Given that Asian American audiences spend less time with TV than other audiences,brands have a smaller window of opportunity to engage with them on this medium.But with an audience driven to buy when inclusivity is considered,the opportunity to engage Asian

55、Americans through ads is notable.Last year,brands in the categories of fashion,pet care,electronics and travel allocated a significant portion of their advertising budget toward content that features and appeals to the AANHPI community.These are also the categories where Asian Americans are spending

56、 more than the general population.Source:Nielsen Scarborough USA+2022 Release 1 Total(Dec 2020-Apr 2022),Nielsen Ad Intel and Nielsen Gracenote Inclusion Analytics24.5%Fashion10223.6%Pet care10423.4%Electronics11619.9%Travel131Asian-inclusive ad spendAsian share of spend by indexMore ad spend,more i

57、mpactCopyright 2023 The Nielsen Company(US),LLC.11Compelling content drives audience engagementRepresentation and inclusion are critical components of compelling content.And above all else,the success of Asian-inclusive titles like Love is Blind,Physical:100 or Extraordinary Attorney Wooamong Asian

58、audiences and the general populationspeaks to the power of compelling content.Good content appeals to all audiences,and our latest Attitudes on Representation on TV study found that 87%of audiences are open to content featuring people outside of their identity group.Among AANHPI audiences,the percen

59、tage is 91%.But as we saw in the case of the very limited initial theatrical release of Everything Everywhere All at Once and the minimal amount of video content from Asian countries,audiences dont always have access to the content theyre looking foror there isnt enough of it.But we know from recent

60、 trends that when audiences have access to what theyre looking for,they will engage with it.Source:Nielsen Streaming Content Ratings,Nielsen National TV Panel,US Viewing through TelevisionLove is BlindIn 2022,Netflixs reality dating show made the top 10 most-watched streaming programs list for all U

61、.S.audiences.It featured diverse participants and 50%Asian share of screen.AudienceViewing minutes(billions)AANHPI0.8Black1.9Hispanic2.3White8.0Copyright 2023 The Nielsen Company(US),LLC.12Understanding the importance of in-language content in mediaIn addition to seeking out and engaging with conten

62、t in which AANHPI audiences see themselves represented,these viewers also gravitate to content in their native languages.In the U.S.,the three most prominent languages among Asian Americans are Chinese,Vietnamese and Korean.Nielsen conducted a survey in the fall of 2022 to understand the importance

63、of content in these three languages among Asian American audiences.Importantly,the majority of survey respondents who took the survey in Chinese,Korean and Vietnamese,believe in-language media is the most trusted source of information.SPOTLIGHTSource:Custom Asian media consumption study,Fall 2022How

64、 does media in your preferred language serve your community?As content choices expand,in-language media is an important way to stay connected,especially for AANHPI consumers.Among all respondents,those who took the survey in English were the most likely to say that in-language media“helps me connect

65、 with my cultural roots.”As brands look for ways to connect with the AANHPI population,in-language media is a powerful way to meet them where theyre at.KoreanChineseVietnameseEnglishCulturally relevant contentPrograms that are familiarSafe spaces to learn about what our community is facingEntertaini

66、ng and engaging programmingCurrent newsStaying up to date with events in my home countryHelps me connect with my cultural rootsIts the only content that reflects my daily life45.2%35.1%33.7%42.0%50.0%36.1%46.5%41.0%32.7%34.6%39.6%20.0%53.8%42.9%33.7%46.0%41.3%45.4%50.5%56.0%44.2%33.2%37.6%36.0%29.8%

67、29.8%30.7%43.0%5.8%7.8%9.9%6.0%Asian Americans trust In-language mediaRead as:Among respondents,being able to watch TV in Chinese,Vietnamese and Korean is very important.How important is it for you to watch TV in your native language?Read as:78.8%of Korean respondents feel that it is very important/

68、important.66.3%62.0%56.4%40.0%78.8%70.8%80.6%90.0%KoreanChineseVietnameseEnglishKoreanChineseVietnameseEnglishVery important/importantStrongly agree/agree“Media”includes radio,TV,cable TV,newspapers,social media,podcastsCopyright 2023 The Nielsen Company(US),LLC.13About Nielsen Nielsen shapes the wo

69、rlds media and content as a global leader in audience measurement,data and analytics.Through our understanding of people and their behaviors across all channels and platforms,we empower our clients with independent and actionable intelligence so they can connect and engage with their audiencesnow an

70、d into the future.Nielsen operates around the world in more than 55 countries.Learn more at and connect with us on social media(Twitter,LinkedIn,Facebook and Instagram).Audience Is EverythingMethodologyTelevision methodologyTelevision data is derived from Nielsens National TV Panel that is based on

71、a sample of over 41,000 homes that are selected based on area probability sampling.Data used in this report is inclusive of multicultural audiences and based on scaled installed counts for Jan 1-Dec 31,2022 via Nielsen NPOWER/National Panel.The Nielsen Attitudes on Representation on TV Survey(and su

72、pplemental survey 2022)Survey of over 2,000 Android and iOS users fielded by Nielsen Electronic Mobile Meter(EMM)Panel weighted for age,gender,race,ethnicity and income for Android and iOS users mobile phone users conducted in Fall 2022.Nielsen Asian Language Media Consumption and Attitudes Survey 2

73、022Online survey of over 1000 respondents conducted in Simplified Chinese,Korean,Vietnamese and English language.Nielsen ScarboroughNielsen Scarborough USA+2022 Release 1 Total(Dec 2020-Apr 2022).Scarborough measures the unique shopping patterns,product usage,demographics,lifestyles and cross-media

74、behaviors of the American consumer at a local,regional or national level,giving the ability to profile over 2,000 measured categories and brands.Gracenote Inclusion AnalyticsDesigned to accelerate diversity and equity in media,Gracenote Inclusion Analytics illuminates representation of on-screen tal

75、ent compared with audience diversity.The solution empowers content owners,distributors and brands to make better informed decisions around inclusive content Video DescriptorsVideo descriptors are a comprehensive set of descriptors bound by a unified hierarchical Video Descriptors Taxonomy.The descri

76、ptors are used to comprehensively describe a program across the various Video Descriptor Types like Theme,Character,etc.The data set is created by specially trained Gracenote editors using a rigorous tagging process to ensure a high-quality and consistent metadata product.Each video descriptor assig

77、ned to a program has a Video Descriptor Weight associated with it.The weights give the degree of importance of the descriptor for the program.Nielsen Ad IntelThe most comprehensive source of local,national and international advertising spend data.Covers ad activity across media,company,category or b

78、rand.Nielsen Streaming Media Consumer SurveyCustom Nielsen study conducted in English only from September 22,2022-October 5,2022 via an online survey.It is based on a representative sample of 937 U.S.adults 18+who currently use streaming video and/or audio services.Nielsen Streaming Platform Ratings

79、Audience measurement data that details the amount of time consumers spend streaming and on which platforms.AcknowledgmentsSandra Sims-WilliamsStacie de ArmasCharlene Polite CorleyBill QuinnSuzanne AlexanderBrian CampbellPedro RodriguezVeronica HernandezGrace SchneiderUmawattie SeelallTaoran Rossety FengGrace Sochacki Copyright 2023 The Nielsen Company(US),LLC.14