Asian American viewership sports streaming Nielsen
Asian American Sports Viewership Surges: Nielsen Reports Record-Breaking Streaming and Live Sports Engagement
Key Findings
A groundbreaking Nielsen report reveals that Asian American, Native Hawaiian and Pacific Islander (AANHPI) audiences are revolutionizing sports viewership patterns, spending 15% more time watching live sports than the general population. This shift marks a significant transformation in media consumption habits and presents new opportunities for advertisers and content providers.
Digital Leadership and Streaming Dominance
Average weekly computer usage by AANHPI consumers, nearly an hour more than the U.S. average
Share of total TV time spent on streaming platforms, up 45% from previous year
Of streaming viewership occurs on YouTube
“As digital media and commerce evolve, Asian American consumers are leading the charge, embracing interactive and shoppable ad experiences at higher rates than the general population.” – Stacie de Armas, SVP of Diverse Insights & Intelligence, Nielsen
Sports Viewership Milestones
Record-Breaking Numbers
- 146% increase in Asian American viewership during the 2024 World Series
- 70% year-over-year growth in NCAA Women’s Basketball Championship viewership
- 240% surge in WNBA draft viewership
- 33% higher likelihood to subscribe to sports-specific streaming platforms
- 28% growth in sports podcast listenership (2022-2024)
Streaming Platform Preferences
AANHPI audiences show particularly strong engagement with platforms featuring Asian talent, notably Netflix and Amazon Prime Video. The demographic’s increasing interest in sports-specific streaming services signals a shift in how sports content is consumed, with platforms like ESPN+ and regional sports networks benefiting from this trend.
Impact on Sports Marketing
The rise in Asian American sports consumption presents a significant opportunity for advertisers and marketers. With this demographic’s high digital engagement and growing interest in interactive advertising experiences, brands have new avenues to connect with this influential audience segment through sports content.
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