尼尔森-看到、听到、重视--通过媒体让亚裔美国人参与进来（英）-2023-15页_4mb

Report Summary: Asian American and Native Hawaiian/Pacific Islander Representation in Media

This report analyzes the increasing visibility and impact of Asian American and Native Hawaiian/Pacific Islander (AANHPI) representation in media, highlighting recent milestones and audience trends.

Key Highlights from Media Events

• The 2023 Academy Awards recognized "Everything Everywhere All At Once," featuring Michelle Yeoh (first self-identified Asian woman to win Best Actress) and Ke Huy Quan, showcasing significant AANHPI representation.
• Streaming platforms like Netflix have driven Asian representation through hits such as "Squid Game" (a global phenomenon with high engagement) and "Physical:100."
• AANHPI audiences are actively seeking and engaging with inclusive content on streaming services, spending more time on streaming than other ethnic groups and showing a preference for diverse programming.

Audience Demographics and Behavior

• AANHPI populations are the fastest-growing demographic in the U.S., with rising buying power, presenting economic opportunities for media and brands.
• TV consumption trends indicate AANHPI viewers spend less time with traditional TV (live, DVR) but more with streaming platforms.
• AANHPI viewers feel underrepresented in mainstream media but value content with relatable cultural elements, diverse casts, and inclusive metadata for discovery.

Representation Statistics and Impact

• Asian representation in film and TV remains low (e.g., 2.4% of U.S. available content), but inclusivity in streaming (e.g., 10.3% AANHPI share on popular titles) boosts engagement and bingeability.
• Studies show that diverse content resonates across audiences, improves brand affinity for AANHPI communities, and drives higher purchase intent when brands invest in inclusive advertising.
• Asian-inclusive ads perform well; for example, 62% of Chinese-speaking AANHPI audiences appreciate brands that advertise in Asian media.

Business Opportunities

• Marketers and media creators benefit from embracing AANHPI representation due to cost-effective audience reach through streaming and in-language content.
• Key opportunities include targeted advertising in Asian languages (e.g., Chinese, Vietnamese, Korean), partnerships with streaming platforms, and ensuring content directly addresses AANHPI experiences while appealing broadly.
• Investing in metadata and thematic collections (e.g., AAPI Heritage Month content) enhances content discoverability and audience retention.

Recommendations

• Increase investment in AANHPI-centric media production and distribution.
• Leverage streaming platforms and in-language media for deeper audience engagement.
• Brands should align with inclusive narratives to build trust and capitalize on the community's growth.