Original Asian-Themed Content to Serve a Diverse Asian Audience from Horowitz Research

Horowitz Research published a great report regarding Asian TV Content Viewers, Six in 10 (61%) Asian TV content viewers watch Asian-language content at least occasionally, and 2 in 3 (65%) Asian-language dominant/bilingual consumers say that Asian-language content is important to them. Similarly, 6 in 10 Asian viewers watch international content.

Asian Americans have always been on the leading edge of streaming adoption. Tracking data from Horowitz’s FOCUS Asian Volume 2: Viewing Behaviors study reveals that 61% of Asian TV content viewers were streamers in 2013, compared to 45% of total market and 30% of White, non-Hispanic consumers. Today, 8 in 10 (81%) Asian viewers are streamers, and streaming makes up almost 6 out of every 10 hours of viewing time among Asian viewers.

Subscriptions to SVOD services have remained steady among Asian TV content viewers. Nearly 7 in 10 (69%) Asian viewers subscribe to at least one SVOD, in line with consumers overall, while an additional 14% have access via password sharing or bundling of services. When it comes to deciding whether to subscribe to streaming services, access to original and international content is key among Asian viewers. While Asian audiences subscribe to the top SVODs, including Netflix, Amazon Prime Video, and Disney+, Asian-targeted and Asian-language SVODs like Rakuten VIKI, OnDemandKorea, and ZEE5 are also important.

Key Takeaways: Asian TV Content Viewers

• High Demand for Asian-Language Content: 61% of Asian TV content viewers watch Asian-language content regularly, and 65% of bilingual consumers find it important.
• Strong International Content Interest: 60% of Asian viewers watch international content, indicating a diverse taste in programming.
• Early Adopters of Streaming: Asian Americans were early adopters of streaming, with 61% already streaming in 2013. Today, 81% stream and it accounts for nearly 60% of their viewing time.
• SVOD Subscription Rates High: 69% of Asian viewers subscribe to at least one SVOD, on par with the general population. Another 14% access services via password sharing or bundling.
• Original & International Content Drives Subscriptions: Asian viewers prioritize original and international content when choosing streaming services.
• Importance of Asian-Targeted Services: While mainstream SVODs are popular, Asian-targeted and Asian-language services like Rakuten VIKI, OnDemandKorea, and ZEE5 play a significant role.