Asian American Audiences are Transforming Sports, Digital Media, and Beauty Norms

Transformative Power of AANHPI Consumers

The latest Nielsen report showcases the pivotal role of Asian American, Native Hawaiian, and Pacific Islander (AANHPI) audiences in the evolving landscapes of digital commerce, sports engagement, and beauty standards. As these consumers assert their influence, brands must adapt to their growing expectations and unique preferences.

Digital Engagement

In the realm of digital commerce, AANHPI consumers are a driving force. Depending on their connected behavior, they spend approximately 9 hours and 6 minutes weekly online, surpassing the average for all U.S. adults. Streaming platforms have captured the attention of this demographic, with 53% of their total TV viewing time dedicated to this medium, marking a significant rise from the previous year's 45%. Notably, their usage of YouTube is particularly remarkable, as they engage with the platform at nearly double the rate of the overall U.S. population.

Marketers are increasingly recognizing the need to pivot their advertising strategies towards digital channels, with a reported 83% intending to increase digital ad spending in 2025. This presents a vital opportunity to connect with AANHPI audiences, who are more likelier to engage with social media ads and find traditional advertisements on e-commerce sites helpful for discovering new products. Furthermore, Stacie M. de Armas from Nielsen emphasizes how these consumers embrace interactive and shoppable ad experiences, providing brands that engage with cultural nuance a pathway to build deeper connections.

Rising Sports Engagement

AANHPI audiences are demonstrating a growing affinity for live sports, engaging with sports content significantly more than the general population. They spend approximately 15% more time watching sports, with a noteworthy spike in Asian American viewership during key events such as the World Series, where they recorded a staggering increase of 146% in 2024. Their interest extends to emerging sports, such as women's basketball, reflected in a nearly 70% increase in viewership for the NCAA Women's Basketball Championship. In another milestone, Natalia Nakase’s appointment as the first Asian American head coach for the WNBA’s Golden State Valkyries exemplifies the increasing representation within the sports ecosystem.

Additionally, the report highlights a burgeoning appreciation for sports with intricate Asian ties, like cricket, which has also gained traction in the U.S. thanks to the growing Indian population. The excitement is palpable as cricket prepares for even greater visibility with its Olympic debut in Los Angeles in 2028.

Beauty Trends Led by AANHPI Women

The influence of AANHPI women in the beauty industry is transforming trends, with their spending surpassing that of other demographic groups. The allure of Korean beauty and Ayurvedic practices has reached mainstream acceptance, buoyed by media portrayals and iconic personalities, including Beyoncé. Nielsen's report indicates that AANHPI women are 83% more likely to invest over $500 in skincare products and show a 53% inclination towards similar expenditures on cosmetics.

Digital engagement continues to characterize their beauty shopping habits, as they are more predisposed to download beauty retail apps, leading to direct growth in these sectors. An observable spike in advertising expenditures on toiletries and cosmetics adds to the trend – with massive year-over-year growth in specific skincare product categories, including facial cleansers and moisturizers.

Future of Commerce Shaped by AANHPI Audiences

As the AANHPI consumer sector continues to forge its identity through digital exploration, sports enthusiasm, and an eye for beauty, brands face an imperative to acknowledge their market presence. Jeremy Tran of Gold House notes how these influential consumers are reshaping market dynamics—driving trends across various industries, from beauty to media.

In the competitive landscape that has emerged in recent years, nurturing authentic relationships and actively supporting the causes relevant to AANHPI consumers is essential. With 59% of AANHPI consumers expecting brands to advocate for issues they care about and 70% of millennial consumers willing to withdraw support for brands undermining their community, the stakes are higher than ever.

For an in-depth look at this market's dynamics, the full 2025 report, titled "Breakthrough ROI Investing in Asian American audiences and media," is available for those wishing to understand the nuances of AANHPI influences in today's economy.

Explore more at Nielsen's dedicated page for detailed insights and data.