Latest from Next TV in Asians

Asian Viewers Seeing More Representation on TV: Horowitz

thomas.umstead@futurenet.com (R. Thomas Umstead) — Wed, 09 Nov 2022 02:58:47 +0000

Asian consumers are seeing their images being reflected on the small screen in greater numbers across multiple platforms, according to a new survey from Horowitz Research.

According to Focus Asian: State of Consumer Engagement 2022 survey, 40% of Asian consumers reported seeing more Asian representation when it comes to TV content, including in shows such as Chicago Med, Squid Game, Pachinko, The Equalizer and The Cleaning Lady.

On the distribution front, 45% of those surveyed said that original content from streaming services had the best perceived representation of Asian people and their communities, while 41% see strong Asian representation from premium services, said Horowitz.

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In addition, nearly four in 10 consumers are seeing more nuanced portrayals of Asian characters and communities in scripted content, with dramas ranking as the top genre, according to the survey. Content from unscripted dating and lifestyle reality shows fared poorly in the survey, according to Horowitz.

Horowitz Research Chief Revenue Officer and Insights and Strategy Lead Adriana Waterson said that while the industry has been more focused on offering more inclusive programming across the board, there’s an opportunity to be even more inclusive with regards to the depth and breadth of multicultural images offered on TV.

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“In the past few years, there’s been an important shift in focus on behalf of media companies and advertisers to do better when it comes to representation and inclusion in ads and content, which is being noticed,” Waterson said. “However, we are just at the beginning of the conversation about how to do diversity ‘right’. There is still a tremendous opportunity to be inclusive not just of Black and Latinx Americans who comprise the majority of multicultural America, but to reflect a broader multicultural sensibility that is inclusive of other cultural and ethnic communities — such as the very diverse Asian population in the U.S. — that do not get to see themselves portrayed on screen as often as some others do.” ■

Nielsen: Asian-Americans Lead in Digital Viewing

thomas.umstead@futurenet.com (R. Thomas Umstead) — Mon, 15 Sep 2014 11:45:00 +0000

Young Asian-Americans are watching more video on computers and mobile devices than any other demographic group, according to Nielsen’s secondquarter 2014 Cross-Platform Report.

Asian viewers ages 18 to 34 spent 51 minutes a day consuming online and mobile content, defined by Nielsen as digital video, during the second quarter, up from 38 minutes during the same period last year, according to the report. Asian viewers in the demo, however, watched the fewest hours of content on traditional TV compared with other ethnic groups, at just two hours and 42 minutes a day.

African-Americans ages 18 to 34 spent a whopping six hours and 12 minutes viewing traditional TV daily during the quarter, slightly above second-quarter 2013 numbers. The group was slightly behind Asians on the digital- video front, watching an average of nearly 48 minutes a day of content on computers and mobile devices, although that nearly doubled the 27 minutes of average viewing time from a year ago.

Hispanic millennials watched 35 minutes of digital video a day, up from 27 minutes a year prior, while consuming three hours and 46 minutes of traditional TV — slightly below the three hours and 58 minutes watched a year ago.

Overall, African-Americans spent more than 206 hours a month viewing traditional TV in the second quarter, and watched another 12 hours of time-shifted TV. Hispanics viewed 117 hours of traditional TV and more than nine hours of time-shifted content on a monthly basis, while Asians tuned in to 83 hours of traditional TV and nine hours of time-shifted TV per month during Q2, according to Nielsen.

All three groups nearly doubled the number of enabled smart televisions in their respective households versus a year ago. African-American smart-TV ownership jumped from 530,000 during Q2 2013 to more than 1 million a year later, while the number of Hispanics who purchased smart TVs was up from 769,000 in Q2 2013 to more than 1.7 million this year, per Nielsen. More than 900,000 Asian households had enabled smart TVs during Q2, up from 485,000 during the same period last year.

With regard to mobile devices, 82% of Asian-Americans had smartphones capable of streaming video, compared with 78% of African-Americans, 79% of Hispanics and 68% of whites, per the report.