According to the new “Focus Asian Volume 1: Subscriptions” report by Horowitz Research, 6 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.
According to Horowitz, 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, Prime Video, and Disney+, Asian-targeted and Asian-language SVODs like Rakuten VIKI, OnDemandKorea, and ZEE5 are also important.
The study also reveals that usage of free streaming services has tripled among Asian audiences within the past five years. In 2019, only 1 in 4 (23%) Asian TV content viewers said that they use free streaming services. This year, nearly 7 in 10 (68%) report using them. Free, ad-supported streaming TV (FAST) services – like YouTube, Tubi, Pluto TV, and Samsung TV Plus – are key drivers of free streaming usage. In fact, nearly half (45%) of Asian viewers report using FAST.
“Clearly, there has been an explosion in interest in Asian content – driven not only by Asian audiences but audiences in general. As media companies continue to lean into the Asian content opportunity, we anticipate that this will lead to even more varied and diverse stories that represent the entirety of Asian experiences, cultures, and communities globally and in the United States,” noted Adriana Waterston, Insights & Strategy Lead and Executive Vice President for the Horowitz Research division of M/A/R/C Research.
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