Los Angeles, CA, Wednesday, April 2, 2025 Loss Angels Dojers nominated Hoter Shohei Ohthani (17) as he reaches the home plate after killing a game-winner, walking homer 6-5 at Doder Stadium to defeat Atlanta Braves 6-5.
Robert Gauthier | Los Angeles Times | Getty images
According to a report by Nielsen, Asian Americans are creating a larger part of live sports views more than ever.
Asian American, indigenous Hawaiian and Pacific Islands, or Aanhpi, spectators have spent 15% more time to watch live games than the general public, Nielson said on Wednesday.
In general, live sports attract the largest audiences for both traditional TVs and streaming platforms. As more consumers shift to streaming, the TV bundle has decreased. In some cases, especially in some cases now more sports materials are available.
As a result, advertisers are spending more on live games than other materials on TV and streaming platforms. An increase in Asian American consumption in various forms of media is an indication for advertisers and abstractions that according to Nielsen’s report, this is an important demographic.
“Due to the development of digital media and commerce, Asian American consumers are leading this charge, embracing interactive and shopping advertising experiences at higher rates than normal population,” Stacey de Armus said, Senior Vice President of Miscellaneous Insauses and Intelligence in release. “Markets who recognize the importance of cultural relations in their digital strategies will create strong relationships with this impressive and engaged audience.”
In general, Aanhpi consumers are more digitally connected, said Nielsen said, as they log in to their computer on average nine hours and six minutes per week, which is about one hour more than all American adults.
Since January, Streaming has taken 53% of the total TV time of Asian Americans, which is 45% from last year – 20% of that viewership on YouTube.
When the time came in the time spent on Netflix and Amazon, the audience also came from the “Total US index”, with the highest percentage programs characterized by Asian talent, according to Nielsen.
According to Nielsen’s report, the Aanhpi audience is likely to subscribe to sports-specific streaming platforms. While major streaming platforms like HeroicPrime Video, Netflix And others have added their roster, sports to some services, such as DisneyThe ESPN+ of the regional sports network and the direct-consumer equivalent are also offerings.
In particular, Nielsen stated that the number of Asian American audiences during the 2024 world series increased 146%, with Los Angeles Dojers Victory over New York Yankis. Shohi Ohtani, star of Dojers, is near Caught you Some of the largest audience for baseball in both America and its home country, Japan.
Aanhpi audience’s interest in women’s basketball has also increased. The 2024 NCAA female basketball championship had a demographic audience number of about 70% of the year, while the WNBA draft increased by 240%. Nielsen pointed Natalie Nakez towards becoming the first Asian American head coach of WNBA this year, and players such as Te-Hina Paopao increased the interest of the audience.
Sports podcasts are also becoming more popular with Asian American audiences, with listeners up to 28% between 2022 and 2024.
