According to Nielsen’s new report, Asian American, Native Hawaiian, and Pacific Islander (AANHPI) consumers are becoming a major force reshaping digital commerce, media, and beauty. As of January 2025, streaming captured 53% of Asian Americans’ total TV time—an increase from 45% the previous year—with YouTube alone accounting for nearly 20% of that viewing, almost double the rate of the total U.S. population.
In addition, AANHPI adults spend an impressive 9 hours and 6 minutes weekly online via computers, nearly an hour longer than the U.S. average.
“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 recognise the importance of cultural connection in their digital strategies will build stronger relationships with this influential and engaged audience.”
Shopping behaviours
As many as 43% of AANHPI consumers have clicked on social media ads, outpacing the 36% figure for the broader U.S. audience. They are also more likely to find ads on retailer websites helpful, making them crucial players as brands shift heavily toward digital advertising in 2025.
Sports engagement is surging
AANHPI audiences spend 15% more time watching live sports than the general population and are 33% more likely to subscribe to sports-focused streaming services. Excitement around events like the 2024 World Series, where Asian American viewership jumped 146%, and the NCAA Women’s Basketball Championship, which saw a 70% increase in AANHPI viewership, highlights their growing impact.
Representation milestones, like Natalie Nakase becoming the WNBA’s first Asian American head coach, continue to drive enthusiasm. Meanwhile, global sports such as cricket are booming, helped by the U.S.’s rapidly expanding Indian population and anticipation around cricket’s debut at the 2028 Los Angeles Olympics.
AANHPI women are trendsetters in the beauty sector
They are 83% more likely to spend over $500 on skincare and 53% more likely to do the same on cosmetics and perfumes. Korean beauty and Ayurvedic hair care are now mainstream influences, with brands and pop culture moments boosting their visibility. Digital engagement is also high, with AANHPI consumers downloading beauty apps like Ulta and Sephora at greater rates than other groups, helping drive an 8% annual increase in ad spend across the skincare category.
Besides shopping and media, AANHPI consumers expect brands to stand for more. Almost 60% want companies to support causes important to them, and 70% of AANHPI millennials say they would stop buying from brands that disrespect their communities. With strong digital presence, high purchasing power, and growing cultural influence, AANHPI consumers are not just participating—they are defining the future of American commerce and media.