Bagi penonton AANHPI, streaming menyatukan keluarga

While the pandemic may have been the catalyst for accelerating streaming adoption among the masses, it’s clear that audiences are making streaming a permanent, and growing, part of their lives. In fact, April marked a milestone for streaming, as for the first time, audiences spent more than 30% of their total TV time watching over-the-top video content.

In addition to increased time spent, audiences, particularly AANHPI consumers, are finding more representation on streaming services than on broadcast and cable television. Last year, AANHPI representation on streaming services was more than double that of broadcast or cable. According to Nielsen Gracenote Inclusion Analytics, AANHPI share of screen grew by 80% last year. But inclusion isn’t just increasing across streaming services. Overall Asian representation across cable, broadcast and SVOD increased 31% last year.

Dengan program yang lebih representatif, hadir konten yang lebih relevan secara budaya. Peningkatan representasi ini menyatukan rumah tangga multi-generasi untuk menikmati konten bersama. Di Disney+, misalnya, pemirsa muda Asia-Amerika berusia 18-24 tahun menonton konten AANHPI bersama dengan mereka yang berusia 65-74 tahun hampir 8 kali lipat lebih banyak daripada pemirsa Disney+ secara keseluruhan. Tren ini terus berlanjut di seluruh platform streaming-di Netflix, menonton bersama antara dua kelompok usia ini 4,3x lebih tinggi daripada penonton secara keseluruhan.

Disney’s Turning Red, which was originally released direct to consumers in the U.S. on Disney+, highlights both the power of representational content and co-viewing. The family-friendly movie about a young girl coming of age struck a chord with AANHPI audiences of all ages. The movie was among the most streamed titles in first-quarter 2022¹, and drew a multigenerational Asian audience far exceeding the average audience. 

Asian viewers aged 75+ streamed Turning Red with kids in the home at nearly 3x the rate of viewers in the age group overall. And, the week following its premiere, 1.5x the number of Asian American 65-74 year-olds watched the movie with kids in the home. 

All of this co-viewing can mean big opportunities for content creators who want to tap into the booming U.S. AANHPI audience—the Asian American community has experienced 39% growth in the last 10 years²  and had 2.1 trillion minutes of viewing power in 2021³. 

Meskipun telah ada kemajuan dalam representasi orang Asia-Amerika di layar kaca, konten media masih belum cukup untuk memenuhi permintaan penonton yang menginginkan penggambaran yang lebih akurat. Hasil Survei Nielsen Attitudes on Representation on TV baru-baru ini menemukan bahwa mayoritas warga Amerika keturunan Asia merasa tidak ada representasi yang cukup dari kelompok identitas mereka di TV, dan ketika mereka terlihat di layar kaca, mereka merasa penggambarannya tidak akurat.

Audiens AANHPI ingin merasa diperhatikan, dan semakin tertarik pada konten yang relevan secara budaya dan kaya akan pengalaman mereka sendiri, pada platform yang menawarkan pilihan terbanyak. Pembuat konten yang dapat menceritakan kisah-kisah bernuansa dan otentik tentang komunitas Asia-Amerika dapat memanfaatkan audiens yang kuat, terlibat, dan multigenerasi. 

For additional insights, download our AANHPI report—Confronting myth and marginalization: Asian American audiences and on-screen representation.

Catatan

1. Peringkat Konten Streaming Nielsen
2. Biro Sensus A.S. 2020
3. Menit penayangan Nielsen Media Impact 2021