Los Angeles, California, Wednesday April 2, 2025 – Los Angeles Dodgers appointed the shohei Ohtani (17 -year -old) striker, famous after hitting a winning homer, to beat the Atlanta Braves 6-5 at Dodger Stadium,.
Robert Gauthier | Los Angeles Times | Getty images
Americans of Asian origin constitute a larger share of the live sports audience than ever before, according to a report from Nielsen.
Asian America, Hawaiian and island Aboriginal of the Pacific, or Aanhpi, to the public spends 15% time in addition to live sports than the general public, Nielsen reported on Wednesday.
In general, live sports draw the most public for traditional television and streaming platforms. While more and more consumers are streaming, the Bundle Pay TV has decreased. More sports content than ever is now available on banners, in some cases exclusively.
Consequently, advertisers are spending more and more on live sports rather than other content on television and streaming platforms. The rise in American Asian consumption through various forms of media is a signal for advertisers and marketing specialists that it is a key demography to respond, according to the Nielsen report.
“As digital media and trade are changing, Asian American consumers are carrying out the charge, adopting interactive and purchase advertising experiences at higher rates than the general population,” said Stacie de Armas, main vice-president of various information and information in Nielsen, in the press release. “Marketing specialists who recognize the importance of cultural connection in their digital strategies will establish more solid relationships with this influential and committed audience.”
In general, Aanhpi consumers are more digitally connected, said Nielsen because they spend an average of nine hours and six minutes per week connected to their computers, which is almost an hour more than all American adults.
Since January, streaming has taken 53% of the Total TV time for Asian Americans, up 45% compared to last year – with 20% of this audience on YouTube.
These audiences “also indexed the total of the United States” with regard to the time spent on Netflix and Amazon, which have the highest percentage of programs featuring Asian talents, according to Nielsen.
The Aanhpi public is 33% more likely to subscribe to specific streaming platforms, according to the Nielsen report. While the main streaming platforms like AmazonMain video, Netflix And others have added sport to their lists, certain services, as DisneyESPN + and direct counterparts to consumers of regional sports networks are also offers.
In particular, Nielsen said that the American Asian hearing increased by 146% during the World Series 2024, which saw the Los Angeles Dodgers triumph over New York Yankees. The star of dodgers shohei ohtani has began Some of the largest public for baseball in the United States and its country of origin, Japan.
Aanhpi public interest in women’s basketball has also increased. The demographic bill of the NCAA 2024 women’s basketball championship increased by almost 70% from one year to the next, while WNBA draft increased by 240%. Nielsen stressed that Natalie Nakase becomes the first WNBA Asian Asian head coach this year, and players like Te-Hina Paopao aroused public interest.
Sports podcasts are also increasingly popular with the Asian American public, with an audience up 28% between 2022 and 2024.