The voluntary roll-out of the Next-Gen broadcast TV standard known as ATSC 3.0 is helping to position broadcast TV as a vital source for video programming — and capable of delivering addressable advertising solutions.
That said, consumers are shifting to streaming both short-form and long-form video — and broadcasters will need to stay ahead of these trends. One solution for the over-the-air TV station owner may lie in understanding how Asian Americans watch television. Simply put, they are leading the wave rolling away from over-the-air delivery of their favorite shows.
Some 75% of Asian TV content viewers stream at least some of their TV content, compared to 68% of total market.
On average, Asian TV viewers spend 44% of their time streaming, while 38% of their time is still devoted to live TV. Among TV viewers overall, 35% of their time is spent streaming, with 43% still devoted to live TV. Notably, Asians are twice as likely as total market TV viewers to have all but abandoned live TV. A full 14% of Asian TV viewers spend upwards of 75% of their viewing time with streamed content, compared to 7% among consumers overall.
YouTube, specifically, plays a large role in Asian American TV viewers’ TV lifestyles. Some 82% of Asian streamers say that they use YouTube for TV content and they are more than twice as likely as total market streamers to say that their first go-to service to watch TV is YouTube (21% vs. 10% of total market).
Additionally, Asian streamers report that when they are streaming TV content, they spend as much time watching YouTube (28% of their streaming time) as Netflix (29% of their streaming time). The affinity for YouTube is driven largely by bilingual and Asian-language dominant viewers: among English dominant Asians, 15% report going to YouTube first; 29% of bilingual and Asian-language dominant viewers go to YouTube first.
“The Asian audience has long posed a challenge for traditional TV providers,” says Adriana Waterston, Horowitz’s SVP of Insights and Strategy. “There has always been a market for in-language and culturally relevant content, but the linguistic and cultural diversity of the Asian market has made scalability a hurdle. This is why we saw that even before broadband and YouTube, bilingual and Asian-language dominant Asian audiences were going online to find the content they wanted. Streaming solves the scalability issue, which presents an opportunity for both traditional and new providers to super-serve Asian viewers.”
Now in its second year of publication, FOCUS Asian: The Media Landscape, is a two-part phone and online survey conducted among 300 Asian TV content viewers who are heads of household and 300 Asian streamers. It provides a comprehensive look at the market for traditional and new TV services, content, broadband, and technology among Asian American TV viewers.