A recent report from LG Ad Solutions, titled “Inclusive Screen: Asian Americans,” sheds light on the growing influence of Asian-American audiences in the CTV space. According to the report, 87% of Asian Americans own an internet-connected TV (CTV). Among these users, a significant 71% prefer streaming over traditional TV services (such as cable, satellite, or broadcast), a figure that is 10% higher than the general population. This preference for streaming is primarily driven by the control and variety it offers—Asian CTV users appreciate being able to watch content at their own pace and enjoy a broader range of options, with the ability to discover new content and access exclusive programming.
The TV home screen is one of the leading sources of content discovery for Asian CTV users, particularly those aged 55+, who are 27% more likely to rely on the TV home screen for content recommendations. In terms of paid streaming services, 70% of Asian CTV users are likely to sign up for a subscription service and cancel it after watching specific content, which is 14% higher than the total population.
The majority of Asian CTV users prefer free, ad-supported streaming over paid subscriptions. 75% of these users stream free video content with ads for at least two hours a week, a rate 8% higher than the total population. Furthermore, they are 31% more likely to watch OEM-branded free ad-supported streaming TV (FAST) channels, such as LG Channels, which offers over 300 live TV channels and thousands of on-demand movies and shows.
Asian CTV users show a strong preference for genres like news and talk shows. The data also suggests that 82% of these users prefer ads that are relevant to their personal interests, while 74% prefer ads related to the content they are watching. Additionally, 70% of Asian CTV users believe that ads on streaming platforms are more relevant than those on traditional TV, with 54% paying closer attention to streaming ads. This rate is 45% and 61% higher than the total population, respectively.
Multitasking while watching TV is a common behavior among Asian CTV users, with 96% engaging in activities such as browsing social media, messaging, gaming, shopping, or streaming other content simultaneously. This is 25% higher than the total population. Despite multitasking, Asian CTV users are more likely to take action after seeing an ad. For example, 47% visited a website, 42% searched for a product online, 27% made a purchase, 24% visited a store, and another 24% discussed the product with friends or family after seeing a streaming TV ad. These rates are notably higher than the total population, with increases of 13%, 19%, 18%, and 12%, respectively.
Asian CTV users place a high value on diversity in media. 59% value content that highlights stories from racially diverse communities, and 67% pay more attention to ads that accurately portray diverse groups of people. This preference for diversity is 14% and 34% higher, respectively, than the general population, emphasizing the importance of inclusive representation in both content and advertising.
Asian-American CTV users' clear preference for relevant, ad-supported content, coupled with the desire for accurate representation in both media and advertising, provides a roadmap for brands aiming to connect with this demographic. By embracing diversity and tailoring content to align with the interests of Asian CTV viewers, marketers can not only engage more authentically but also drive meaningful actions, from website visits to product purchases, in an increasingly competitive digital landscape.
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