Mumbai: Asian American, Native Hawaiian, and Pacific Islander (AANHPI) consumers are emerging as powerful catalysts of cultural and economic influence, according to Nielsen’s latest report, Breakthrough ROI: Investing in Asian American Audiences and Media (2025 edition). From revolutionizing digital consumption habits to driving surges in sports viewership and setting new benchmarks in the beauty industry, AANHPI audiences are shaping the future of media, commerce, and representation.
AANHPI adults continue to outpace the general U.S. population in digital engagement—spending 9 hours and 6 minutes weekly on their computers, nearly an hour more than the U.S. average. Streaming now accounts for 53% of Asian Americans’ total TV time, with 20% of that spent on YouTube, nearly double that of the total population. They also over-index on Netflix (128) and Amazon (198)—both platforms with the highest representation of Asian talent.
Their digital-first behavior translates to commerce as well. 43% of AANHPI consumers report clicking on social media ads, compared to 36% of the general population. These audiences are also more likely to find retail ads helpful in discovering new products, reinforcing their position as key digital shoppers.
“As digital media and commerce evolve, Asian American consumers are leading the charge, embracing interactive and shoppable ad experiences at higher rates than the general population,” says Stacie M. de Armas, Senior Vice President of Diverse Insights & Intelligence at Nielsen.“Marketers who recognize the importance of cultural connection in their digital strategies will build stronger relationships with this influential and engaged audience.”
AANHPI audiences are tuning into live sports like never before—watching 15% more than the general population, and 33% more likely to subscribe to sports streaming platforms. From 2022 to 2024, sports podcast listenership rose 28% among AANHPI listeners.
The 2024 World Series witnessed a staggering 146% spike in Asian American viewership, and interest in women’s basketball is surging, with nearly 70% growth in NCAA Women’s Championship viewership and a 240% rise in WNBA Draft viewership. Notably, 2025 will mark a milestone as Natalie Nakase becomes the first Asian American head coach in WNBA history, leading the Golden State Valkyries. Meanwhile, players like Te-Hina Paopao continue to gain popularity among fans.
Interest in cricket is also expanding rapidly, supported by the rising Indian population in the U.S. 13% of American adults now identify as cricket fans, with the 2024 ICC Men’s T20 World Cup drawing record crowds. With cricket’s Olympic debut slated for Los Angeles 2028, visibility is set to soar further.
And as audiences grow, so does the expectation for representation: 37% of AANHPI sports viewers want to see more culturally relevant advertising during games.
AANHPI women are at the forefront of the beauty industry, heavily influencing skincare and cosmetic trends. 83% are more likely to spend over $500 on skincare, and 53% on cosmetics and perfumes. Driven by rising interest in K-beauty and Ayurvedic hair care, and amplified by pop culture moments like Bridgerton’s depiction of oiling rituals and Beyoncé’s Cécred line, these consumers are shaping mainstream preferences.
Their digital behavior aligns with these trends, as they over-index in downloading beauty retail apps like Ulta and Sephora. This demand is reflected in the 8% YoY increase in beauty ad spend, with skincare categories such as facial cleansers (+28%) and moisturizers (+16%) seeing the sharpest growth.
From sports and streaming to skincare shelves, AANHPI consumers are proving to be among the most dynamic and influential segments in the market.
“AANHPIs are a driving force in the economy, shaping markets as influential consumers and leaders,” says Jeremy Tran, Executive Director and COO of Gold House. “In today’s economic climate, their influence is more critical than ever—fueling industries from beauty to sports and beyond. By recognizing and investing in this community, brands and businesses can unlock new opportunities for growth and innovation.”
Additional Highlights from Nielsen’s 2025 Report:
- 59% of AANHPI consumers expect brands to support causes they care about (vs. 51% of the general U.S. population)
- 70% of AANHPI millennials say they’ll stop buying from brands that disrespect their community
- 80% unaided brand recall for CPG advertisers among AANHPI podcast listeners (vs. 59% overall)
- Asian Americans aged 50–64 are 8% more likely to rely on the internet for product research.
