With breakthrough moments like Squid Game and the 2023 Oscars, the Asian American community has been making headlines in U.S. media. AANHPI representation in streaming programs is at 10.3% (Source: Gracenote Inclusion Analytics), above the 6% of Asian Americans in the U.S. population today. As the fastest-growing ethnic group in the U.S., the community is also the most diverse—coming from more than 20 countries around the world and speaking more than 50 different languages. Connecting with and welcoming the diverse AANHPI community requires more than a one-size fits all approach. What role does in-language media have to play in engaging the fastest-growing population in the U.S.?
To address this question, Nielsen and 3AF collaborated on a study exploring the attitudes and media consumption preferences of Chinese, Korean and Vietnamese language speakers—representing about 40% of the Asian American population and three of the Asian languages most spoken at home. This report focuses on:
- Preferences of in-language media platforms by audiences
- The connection between in-language media and culture
- The business value of in-language media among Asian American audiences
Key findings include:
- TV remains the most important platform, but radio and print are still engaging audiences.
- Audiences have a high level of trust in media in their native language.
- In-language media is an important source for entertainment and current news.
- Brands who want to engage the Asian community should include in-language media in their advertising playbook.
Download the full report here.