Streaming Led with 11% Asian Share of
Screen in 2021, Nearly Doubling Representation from
2020
NEW
YORK, May 18, 2022 /PRNewswire/ -- Nielsen
(NYSE: NLSN), a global leader in audience measurement, data and
analytics, today released its 2022 Asian
American, Native Hawaiian and Pacific Islander Diverse Intelligence
Series report which noted a significant increase in
Asian representation on screen in 2021. Across the top 1,500 shows
in broadcast, cable and streaming video on demand (SVOD), SVOD led
the way with 11% Asian share of screen compared to broadcast (3.2%)
and cable (2.7%). The presence of Asian talent in top-rated shows
like FBI, Equalizer, and Chicago Med, and the debut of
Asian-led programs like FOX's The Cleaning Lady indicate the
industry is responding to growing calls for more Asian-inclusive
content.
"The media industry continues to make progress in its inclusive
representation of Asian American, Native Hawaiian, and Pacific
Islander (AANHPI) characters, themes and narratives," said
Pat Ratulangi, Nielsen's VP,
Diversity, Equity & Inclusion. "However, that representation on
screen is still below the Asian population in the U.S. Now is an
important time for the industry to highlight Asian characters,
stories and experiences on screen through culturally inclusive
programming. Accurate representation on screen can lead to greater
understanding, inclusion, engagement and peace off-screen."
In the last two years, AANHPI representation in streaming has
almost doubled from 6.1% in 2020 to 11% in 2021, the report found.
This improvement, coupled with Asian American consumers' growing
hunger for more authentic and representative content (two-thirds of
Asians still feel there is not enough representation on TV),
present an opportunity for more shows that highlight the richness
of Asian American experience across platforms.
Overall, Asian representation across broadcast, cable and SVOD
increased to 4.6% in 2021 (up from 3.5% in 2020). The report notes
a significant improvement in representation in the top 10
most-watched shows on broadcast and cable. In 2021, half of the top
10 programs had some Asian talent representation, compared to 2020
when none of the top 10 most-watched shows did. Asian women were
present in three of those shows (NCIS, Equalizer and
Yellowstone) and Asian men were present in two
(Chicago Med and FBI).
Other key highlights in the 2022 Asian
American, Native Hawaiian and Pacific Islander Diverse Intelligence
Series include:
- Streaming programs drove Asian multigenerational co-viewing.
Gen Z co-viewing on Netflix was 4.3x higher than audiences overall.
On Netflix, for example, 8.4% of Asian American viewers aged 18-24
watched with someone aged 65-74.
- In 2021, there was a greater diversity of themes in shows with
Asian representation — such as friendship, teamwork, and creativity
— than in 2020 when the dominant themes were more stereotypical –
cerebral, thoughtful, and good.
- More than half of Asians surveyed said they are more likely to
buy from a brand that advertises in shows that feature Asians,
creating an incentive for advertisers to engage with this
population.
- A quarter of brands invest just 4% or less in the programs that
represent Asians at parity, while the leaders for Asian-inclusive
ad spending invest almost 10x as much.
Download the 2022 Asian American, Native Hawaiian and
Pacific Islander Diverse Intelligence Series for more
details and insights. Please
visit www.nielsen.com/asian-american to learn more. Join the
discussion on Facebook (Nielsen Community) and follow us on Twitter
(@Nielsen_DEI).
ABOUT NIELSEN
Nielsen shapes the world's media and
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independent and actionable intelligence so they can connect and
engage with their audiences—now and into the future.
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SOURCE Nielsen