Asian audiences are adopting connected TV faster than any other ethnic group in the U.S., and at least part of the reason is likely the far greater representation of Asian actors in streaming programming compared to linear TV, according to a new report from Nielsen.
Nielsen’s “Seen, Heard, Valued” report, issued in advance of Asian American Native Hawaiian and Pacific Islander Heritage Month in May, also finds programming with Asian actors or produced in Asian countries get binged frequently, and that AANHPI audiences are 46% more likely than the total population to buy from brands that advertise in inclusive content.