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.
更具代表性的节目带来了更多与文化相关的内容。这种代表性的增加将多代家庭聚集在一起，共享内容体验。例如，在 Disney+ 上，18-24 岁的年轻亚裔美国观众与 65-74 岁的观众共同观看 AANHPI 内容的比例是 Disney+ 整体观众的近 8 倍。在流媒体平台 Netflix 上，这一趋势仍在继续，这两个年龄段的观众共同观看的次数是整体观众的 4.3 倍。
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.
虽然在银幕上表现亚裔美国人方面取得了进展，但媒体内容仍然无法满足观众的要求，他们希望得到更准确的描述。尼尔森（Nielsen）最近进行的一项 "电视表现态度 "调查结果显示，大多数亚裔美国人认为电视上对他们这一身份群体的表现不够，而且当他们出现在银幕上时，他们认为所描绘的形象并不准确。
亚裔美国人和华裔美国人受众希望感觉自己被关注，他们越来越倾向于在提供最多选择的平台上观看与他们自身经历一样丰富的文化相关内容。内容创作者如果能讲述有关亚裔美国人社区的细致入微、真实可信的故事，就能吸引到强大的、参与性强的多代受众。
For additional insights, download our AANHPI report—Confronting myth and marginalization: Asian American audiences and on-screen representation.
说明
- 尼尔森流媒体内容评级
- 2020 年美国人口普查局
- 尼尔森媒体影响 2021 年收视分钟数
