Asian Americans are projected to be the nation’s largest immigrant group by 2060 — 46M or 36% of the US population. This group is highly influential with a buying power of $1.3 trillion, representing a vast market for advertisers. Content consumption plays an important role for Asian American audiences and as a group they spent 2.1 trillion minutes viewing content in 2021 (Nielsen).
About a quarter (24%) of Asian Americans live in multigenerational households. This has a ripple effect when it comes to content watched. Gen Z and Millennial Asian Americans audiences are more likely to watch certain top streaming platforms with household members who are 65+. Culturally-relevant content allows multiple generations to connect with each other.
Despite the huge opportunity that the Asian community represents, they are often overlooked by brands. How can brands better represent Asian audiences in their content and advertising? How can brands speak to the Asian consumer in a way that highlights their understanding of the needs of this audience? Find out in our webinar on-demand.