Asian American, Native Hawaiian, and Pacific Islander (AANHPI) consumers are rapidly shaping the future of digital commerce, sports engagement, and beauty trends, according to Nielsen’s latest study, ‘Breakthrough ROI: Investing in Asian American Audiences and Media’.
Digital First: Shaping New Shopping Behaviours
AANHPI adults are among the most digitally connected groups, spending 9 hours and 6 minutes weekly online — almost an hour more than the average U.S. adult. Streaming dominates their media consumption, accounting for 53% of total TV time as of January 2025, a sharp rise from 45% the previous year. Notably, 20% of their streaming time is spent on YouTube, nearly double the share compared to the total U.S. population.
Digital-first behaviour extends to shopping habits as well. 43% of AANHPI consumers reported clicking on social media ads, compared to 36% of the broader U.S. audience.
Stacie M de Armas, Senior Vice-President, Diverse Insights and Intelligence at Nielsen, noted,
“Asian American consumers are leading the charge in embracing interactive and shoppable digital experiences. Brands that build culturally connected digital strategies will form deeper relationships with this engaged audience.”
Sporting Influence: A New Wave of Viewership and Participation
Sports engagement among AANHPI consumers has surged. They now spend 15% more time watching live sports compared to the general population and are 33% more likely to subscribe to sports-specific streaming platforms. Podcast consumption related to sports also rose by 28% between 2022 and 2024.
From the 2024 World Series, which saw a 146% spike in Asian American viewership, to the soaring popularity of women’s basketball, the impact is visible. Viewership for the 2024 NCAA Women’s Basketball Championship among AANHPI audiences rose nearly 70% year-over-year, and interest in the WNBA Draft climbed an astonishing 240%.
Sports with strong Asian roots, like cricket, are gaining momentum too. Driven partly by the growing Indian-American population, 13% of U.S. adults now identify as cricket fans. The 2024 ICC Men’s T20 World Cup co-hosted by the U.S. further amplified this trend, setting the stage for cricket’s Olympic debut in Los Angeles in 2028.
Jeremy Tran, Executive Director and COO of Gold House, said,
“AANHPIs are not just consumers; they are economic drivers across industries from sports to beauty. Recognizing their influence today is vital for future growth.”
Beauty Trends: Where Culture Meets Commerce
AANHPI women are reshaping the beauty industry, both culturally and commercially. Influences like K-Beauty and Ayurvedic haircare have gone mainstream, helped by pop culture references from shows like Bridgerton and celebrity brands like Beyoncé’s Cécred.
Nielsen’s findings highlight that AANHPI women are 83% more likely to have spent over $500 on skincare and 53% more likely to spend the same on cosmetics and perfumes compared to the total U.S. population. Their affinity for beauty retail apps like Ulta and Sephora further fuels growth, contributing to an 8% year-over-year increase in ad spending within skincare and beauty categories.
Key Highlights from Nielsen’s 2025 Report:
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59% of AANHPI consumers expect brands to support causes they care about, compared to 51% of the total U.S. population.
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70% of AANHPI millennials would stop purchasing from brands that devalue their community.
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Podcast advertising sees 80% unaided brand recall among AANHPI listeners vs 59% overall.
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Asian Americans aged 50-64 are 8% more likely to rely on the internet for product evaluations before purchase.
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Streaming dominates over half (53%) of Asian Americans’ TV time, with YouTube alone accounting for 20%.
Conclusion
From pioneering digital habits to dominating beauty spending and sports engagement, Asian American, Native Hawaiian, and Pacific Islander consumers are a powerhouse shaping American cultural and commercial landscapes. For brands, tapping into this vibrant, diverse community offers immense opportunities — but it demands authenticity, cultural sensitivity, and meaningful connection.
