Industry Insider: Investing In Asian American Audiences And Media
Eternity in an Instant
In a period where cultural relevance is increasingly linked to business accomplishment, Asian American, Native Hawaiian, and Pacific Islander (AAPI) communities have become an economically influential group. Marketers can no longer afford to ignore them. In Nielsen's 2025 Diverse Intelligence Series report, "Investing in Asian American Audiences and Media," there is a strong argument for content creators, advertisers, and media platforms should prioritize AAPI consumers in inclusive, innovative, and most importantly, sustainable initiatives.
AAPI Influence at a Glance
With a median age of 34 and purchasing power of over $1.4 trillion, AAPI’s are more than just simple surface-level participants; they are established trendsetters. Their cultural ties, intergenerational homes, and advanced digital fluency drive the community to be leaders in areas ranging from technology to cosmetics to sports. Despite their impact, AAPI customers tend to be underrepresented in mainstream media and advertising, posing an obstacle; however, it could also be an opportunity for firms to represent them.
Trendsetters in Technology
According to Nielsen's data, AAPI individuals are more digitally active than the broader US population, spending more than 9 hours per week on computers against 8.25 hours for all US adults. AAPI Gen Xers (ages 50-64) have accepted and embraced digital technology more than their non-AAPI counterparts. They are 8% more likely to use the internet to analyze items and 11% more likely to seek out overseas material and news.
While AAPI consumers spend less time watching media overall, they spend more time streaming it. As of January 2025, over 53% of AAPI total TV time is spent on streaming platforms, compared to 42.6% for the US population.
Share of TV Time by Category (AAPI vs. Total U.S.).
For brands and media companies, the implication is clear: culturally nuanced content on streaming platforms—particularly those emphasizing diversity—can break through more effectively. Advertisers should also consider that 57% of AAPI audiences pay more attention to ads that reflect their cultural background, a figure notably higher than the 46% for the general population
Retail Media and the Beauty Boom
In the retail space, AAPI consumers are early adopters of retail media and social commerce. Forty-three percent report clicking on links from social media ads, compared to 36% of the general population, and 21% have engaged with ads on streaming services.
AAPI Millennials, in particular, are leading in digital retail behaviors. They are 54% more likely to visit a website after hearing a podcast ad and 56% more likely to purchase based on a social media ad. These behaviors align with broader shifts in the advertising industry toward performance-based marketing and direct-to-consumer strategies.
Beauty as Cultural Currency
Nowhere is AAPI influence more visible than in the beauty industry. Korean skincare (K-beauty), Ayurvedic hair rituals, and Asian beauty ingredients like fermented rice water have permeated U.S. consumer consciousness. Nielsen found that AAPI women are 83% more likely to spend over $500 on skincare annually and 53% more likely to spend the same on cosmetics and perfumes.
AAPI Women's Beauty Spending (Annual)
Additionally, AANHPI consumers are more likely to download and use beauty retail apps like Ulta and Sephora, a key consideration for mobile-focused advertising strategies.
Global Fandom, Local Engagement
While AAPI adults spend less time with traditional TV overall, a unique standout is live sports; which is a key engagement point. 36.2% of AAPI broadcast viewing is in sports; which is unique because it is the highest among all racial groups in the U.S., according to Nielsen.
This viewing is specific to traditional American sports. Volleyball, cricket and soccer—all sports massively popular across Asia, are seeing larger audiences in the U.S., especially among the younger generations. Events featuring Asian athletes have surged in viewership. For instance, the 2024 MLB World Series featuring Japanese superstar Shohei Ohtani saw an increase of 146% in Asian American viewership, while women’s sports like the WNBA Draft grew 240% year over year.
These figures indicate a new type of cross-cultural fandom. AAPI fans will subscribe to sports-specific internet services, download applications like ESPN Fantasy and MLB.com, and actively seek out culturally relevant sports storylines.
Opportunities for Content Creators and Advertisers
1. Representation Drives Results
With 59% of AAPI customers expecting businesses to promote issues they care about, basic involvement is insufficient. Representation must be legitimately interwoven into advertising, from producers to performers on screen.
2. Leverage Digital and Social-First Behaviors
AAPI customers are very engaged in digital media. This makes the community perfect targets for shoppable advertisements, beauty influencers, and direct-to-consumer (DTC) initiatives. Brands can build strong advocacy by investing in culturally relevant storytelling across mobile, streaming, and social channels.
3. Invest in Sports with Cultural Relevance
Emerging sports like cricket and volleyball provide unexplored prospects. Nielsen discovered that 66% of cricket fans in the United States regularly follow corporate sponsors, more than double the national average of 28%. Strategic co-branding and sponsorships in this sector may increase loyalty and reach.
Final Thoughts
Nielsen's 2025 report underscores that the AAPI audience is not a niche market. It is essential for cultural trends, consumer behavior, and digital media innovation. Brands and content creators that don't recognize and invest in AAPI audiences and creators will inevitably lose one of the most active and devoted customer bases in the United States.
Companies that embrace data, prioritize cultural subtlety, and diversify content pipelines may develop meaningful, lucrative connections with a group that continues to determine the future of media and commerce in America.
