Nielsen Study Reveals Significant Growth of Asian Representation on TV in 2021

Rhea-AI Summary

Nielsen (NYSE: NLSN) released its 2022 Asian American, Native Hawaiian and Pacific Islander Diverse Intelligence Series report, highlighting a growth in Asian representation on screen. Streaming platforms saw an 11% share of Asian talent in 2021, nearly doubling from 6.1% in 2020. While broadcast and cable lagged at 3.2% and 2.7%, respectively, half of the top 10 programs now featured Asian representation. The report emphasizes the industry's need for greater inclusivity to meet audience demand for authentic narratives.

Positive

• Asian representation in streaming increased to 11% in 2021, a significant jump from 6.1% in 2020.
• Half of the top 10 most-watched broadcast and cable shows featured Asian talent, an improvement from none in 2020.
• Streaming drove higher engagement with Gen Z audiences, particularly on Netflix.

Negative

• Overall Asian representation across all media platforms remained low at 4.6%, below the Asian population in the U.S.
• More than half of brands invest only 4% or less in programs that represent Asians.

Streaming Led with 11% Asian Share of Screen in 2021, Nearly Doubling Representation from 2020

NEW YORK, May 18, 2022 /PRNewswire/ -- Nielsen (NYSE: NLSN), a global leader in audience measurement, data and analytics, today released its 2022 Asian American, Native Hawaiian and Pacific Islander Diverse Intelligence Series report which noted a significant increase in Asian representation on screen in 2021. Across the top 1,500 shows in broadcast, cable and streaming video on demand (SVOD), SVOD led the way with 11% Asian share of screen compared to broadcast (3.2%) and cable (2.7%). The presence of Asian talent in top-rated shows like FBI, Equalizer, and Chicago Med, and the debut of Asian-led programs like FOX's The Cleaning Lady indicate the industry is responding to growing calls for more Asian-inclusive content.

"The media industry continues to make progress in its inclusive representation of Asian American, Native Hawaiian, and Pacific Islander (AANHPI) characters, themes and narratives," said Pat Ratulangi, Nielsen's VP, Diversity, Equity & Inclusion. "However, that representation on screen is still below the Asian population in the U.S. Now is an important time for the industry to highlight Asian characters, stories and experiences on screen through culturally inclusive programming. Accurate representation on screen can lead to greater understanding, inclusion, engagement and peace off-screen."

In the last two years, AANHPI representation in streaming has almost doubled from 6.1% in 2020 to 11% in 2021, the report found. This improvement, coupled with Asian American consumers' growing hunger for more authentic and representative content (two-thirds of Asians still feel there is not enough representation on TV), present an opportunity for more shows that highlight the richness of Asian American experience across platforms.

Overall, Asian representation across broadcast, cable and SVOD increased to 4.6% in 2021 (up from 3.5% in 2020). The report notes a significant improvement in representation in the top 10 most-watched shows on broadcast and cable. In 2021, half of the top 10 programs had some Asian talent representation, compared to 2020 when none of the top 10 most-watched shows did. Asian women were present in three of those shows (NCIS, Equalizer and Yellowstone)  and Asian men were present in two (Chicago Med and FBI).

Other key highlights in the 2022 Asian American, Native Hawaiian and Pacific Islander Diverse Intelligence Series include:

• Streaming programs drove Asian multigenerational co-viewing. Gen Z co-viewing on Netflix was 4.3x higher than audiences overall. On Netflix, for example, 8.4% of Asian American viewers aged 18-24 watched with someone aged 65-74.
• In 2021, there was a greater diversity of themes in shows with Asian representation — such as friendship, teamwork, and creativity — than in 2020 when the dominant themes were more stereotypical – cerebral, thoughtful, and good.
• More than half of Asians surveyed said they are more likely to buy from a brand that advertises in shows that feature Asians, creating an incentive for advertisers to engage with this population.
• A quarter of brands invest just 4% or less in the programs that represent Asians at parity, while the leaders for Asian-inclusive ad spending invest almost 10x as much.

Download the 2022 Asian American, Native Hawaiian and Pacific Islander Diverse Intelligence Series for more details and insights. Please visit www.nielsen.com/asian-american to learn more. Join the discussion on Facebook (Nielsen Community) and follow us on Twitter (@Nielsen_DEI).

ABOUT NIELSEN
Nielsen shapes the world's media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future.

An S&P 500 company, Nielsen (NYSE: NLSN) operates around the world in more than 55 countries. Learn more at www.nielsen.com or www.nielsen.com/investors and connect with us on social media.

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SOURCE Nielsen

FAQ

What does Nielsen's 2022 Diverse Intelligence Series report reveal about Asian representation?

The report indicates an increase in Asian representation on screen, with streaming having an 11% share in 2021, nearly doubling from 2020.

How did Asian representation change in the top 10 shows in 2021?

In 2021, half of the top 10 most-watched shows had Asian talent, compared to none in 2020.

What was the Asian share of screen in streaming compared to broadcast and cable in 2021?

Streaming had an 11% Asian share of screen, while broadcast and cable had 3.2% and 2.7%, respectively.

What themes dominated shows with Asian representation in 2021?

The report noted a greater diversity of themes, including friendship and teamwork, in shows with Asian representation.

What impact does Asian representation have on brand advertising?

More than half of Asians are likely to purchase from brands that advertise in shows featuring Asians, indicating a significant marketing opportunity.