The Asian American Tide Toward Streaming Video


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.

As the television landscape continues to experience seismic shifts in consumer behavior, Asian American viewers are, in many ways, leading the charge.
Horowitz Research’s FOCUS Asian: The Media Landscape 2018 finds that Asian TV content viewers have adopted streaming more quickly than the general market.

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.

The full report provides analyses of the Asian audience by key demographic, subscription, and viewing segments, including age, sex, income, ethnicity (Chinese, Indian, and Filipino), and MVPD subs vs. non-subs.
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