Asian American media influence is reshaping the U.S. cultural landscape in 2025—from skyrocketing YouTube viewership to beauty trends rooted in South Asian rituals. A new Nielsen report reveals how AANHPI audiences are not only consuming content at record levels, but also driving what stories get told, where they’re seen, and which brands get attention. The Geena Davis Institute spoke with Nielsen’s Stacie M. de Armas to unpack what this shift means for marketers, media creators, and the future of representation.
Pick a cultural trend and chances are there’s an Asian American media influence somewhere in the equation. From music (K-Pop) to sports (Shohei Ohtani) to movies (Bollywood) to beauty (South Asian natural hair care trends), the fastest-growing population in the U.S. continues to reshape the modern media landscape.
Nielsen’s latest installment in its 2025 Diverse Intelligence Series details the expanding power of Asian American, Native Hawaiian, and Pacific Islander (AANHPI) consumers. The recently released study, titled “Breakthrough ROI: Investing in Asian American audiences and media,” also explores how understanding AANHPI audiences is crucial for brands looking for growth.
Asian American Media Influence Spans Streaming, Sports, and Skincare
Consider some of Nielsen’s key findings:
- AANHPI adults are more digitally connected, spending 9 hours and 6 minutes a week logged on to their computers, almost an hour more than all U.S. adults.
- Streaming has dominated 53% of Asian Americans’ total TV time, up from 45% last year. Notably, 20% of that viewing is on YouTube — almost twice that of the total U.S. population. This is a powerful example of Asian American media influence shaping platform dynamics.
- AANHPI women are 83% more likely to have spent over $500 on skincare
- Asian American viewership of the World Series spiked 146% in 2024
To help interpret and illuminate this data, the Geena Davis Institute spoke with Stacie M. de Armas, Senior Vice President of Diverse Insights & Intelligence at Nielsen, who specializes in diverse audiences and content, focusing on data at the intersection of community, advocacy and entertainment.
At Nielsen, de Armas leads the research and development of inclusive thought leadership and business initiatives supporting inclusive marketing, measurement, and brand engagement.
Here are her insights on how Asian Americans – and their $1.4 trillion in buying power – are leading key trends across industries at a time when brands are increasingly investing in digital advertising.
Data from this Nielsen study suggests that connecting with brands and media isn’t just about the AANHPI community; it’s about understanding the future of the U.S. consumer market. With Asian Americans emerging as the fastest-growing population in the U.S., how is this audience shaping trends?
AANHPI consumers aren’t just participating in cultural trends—they’re driving them. Whether it’s dominating streaming time on platforms like YouTube, fueling demand for live sports, or setting the pace in beauty and e-commerce, this audience is helping redefine how, where, and why Americans engage with media and brands. With rising digital fluency, cross-cultural influence, and spending power, AANHPI audiences are a future-facing segment every marketer should be learning from, not just marketing to.
Digital OGs: Generational Drivers of Media Influence
There’s a great phrase in the study as you describe Asian Americans aged 50-64. The report calls them “Digital OGs” – a nod to their longtime influence. That audience spends more time on digital devices than the total U.S. population in the same age range. What findings stood out about the Digital OGs?
The “Digital OGs” defy outdated assumptions about tech-savviness and age. AANHPI adults aged 50–64 are 8% more likely than the total U.S. to rely heavily on the internet to research products before buying. They’re active, informed, and digitally fluent – making them a powerful but often overlooked segment for marketers. These are not passive media consumers – they’re smart, selective shoppers and information-seekers.
Nielsen report underscores how AANHPI audiences tend to be highly digital and can be powerful brand ambassadors. How would you describe the dynamic between the consumer and brand when it comes to AANHPI audiences?
It’s a two-way relationship grounded in relevance and respect. AANHPI consumers are highly engaged and digitally connected, but they’re also discerning. They want to see themselves reflected in the media they consume – and they have a strong affinity towards brands that are present there. They also expect brands to show up with authenticity. When these things happen, Asian Americans reward brands with loyalty, amplification, and influence across their communities.
The study found that AANHPI adults are more digitally connected, spending more than 9 hours a week logged on to their computers. That’s almost an hour more than all U.S. adults. And streaming seems to really be a driving force here. What did Nielsen learn about why that’s happening and what it means?
Streaming now makes up 53% of Asian Americans’ total TV time—up from 45% last year. Nearly 20% of that is spent on YouTube, almost twice the national average. The WHY is clear, it is both the content and where it is located online. AANHPI viewers are early adopters of personalized, on-demand digital environments where they can find stories and voices that reflect their identities. For marketers, this means leaning into digital-first strategies and creator-driven storytelling to meet this audience where they already are.
You’re an LA native and a huge Dodgers fan, so you know Shohei Ohtani was already a huge baseball star in Japan before becoming an even bigger sensation in the U.S.. Largely because of Ohtani’s stardom, the World Series last year, featuring the Dodgers and New York Yankees, drew an average of 15.2 million viewers, the highest since 2017 according to Nielsen measurement. What should marketers know about AANHPI sports fans?
AANHPI sports fans are not just watching – they’re shaping the culture of the game. Viewership of the World Series by Asian American audiences spiked 146% year-over-year. This fandom extends beyond baseball, too – AANHPI viewership of the WNBA Draft rose 240%, and NCAA women’s basketball saw a 70% jump. These fans crave connection and representation. Marketers have a real opportunity to meet them in moments of cultural pride and sporting excellence, especially when the athletes on screen reflect who they are.
What’s the next big area to explore when it comes to AANHPI audiences and their influence?
Look to the intersection of identity and fandom – especially in emerging sports and experiential marketing. Cricket, volleyball, and women’s basketball are all seeing major gains among AANHPI fans, and events like Japanese Heritage Night at Dodger Stadium show the power of blending culture and sport into unforgettable experiences. The next big opportunity lies in co-creating with communities – not just marketing to them.
When it comes to K-Beauty and South Asian natural hair care trends, how are AANHPI consumers also acting as influencers? Are they helping to drive the consumption of these products in other communities?
Absolutely. AANHPI women are at the forefront of beauty innovation – and their influence extends far beyond their own communities. From fermented rice water in Beyoncé’s Cécred line to the mainstream embrace of Ayurvedic hair rituals, we’re seeing AANHPI beauty culture go global. These consumers are not just buyers – they’re tastemakers, creators, and cultural ambassadors shaping what’s next in beauty.
Why Asian American Media Influence Matters for Brand
How can brands tap into Asian American media consumption patterns to drive ROI in inclusive marketing?
To drive ROI with AANHPI audiences, brands must move from broad inclusivity to intentional cultural resonance. Representation isn’t just meaningful—it’s measurable.
Nielsen data shows that 57% of AANHPI consumers pay more attention to ads that reflect their culture, compared to 46% of the general U.S. population. And they act on that attention: 43% have clicked on a social media ad and 21% have engaged with ads on streaming platforms – well above national averages.
These consumers are already highly engaged across platforms like YouTube, sports-specific streaming, and beauty-focused mobile apps. The key is to meet them where they are, with culturally relevant content that’s shoppable, personalized, and reflective of their identities. Done right, inclusive marketing connects and converts.
