Lifestyle, foreign programming, and gaming are the most popular CTV genres among Asian-Americans – Research
App Science has released an infographic on the streaming and digital media habits of AAPI during AAPI Heritage Month. The report reveals that the top CTV genres for Asians are lifestyle, foreign programming, and gaming, while the top SVOD apps are Amazon Prime Video, Xfinity Stream, Paramount+, FuboTV, and Sling TV. The top AVOD apps for Asians were Dailymotion, Redbox, Crunchy Roll, Twitch, and YouTube. The top linear channels for Asians were CBS, NBC, ABC, PBS, and CW. The report also highlights the mobile app categories that are popular among Asian and Native Hawaiian/Polynesian audiences. The full report is available on App Science’s website.
As mentioned in a news article on a recent report by App Science, Asian Americans and Native Hawaiian/Pacific Islanders have unique streaming and digital media habits. The report, which focuses on what marketers need to know to target and find multicultural audiences, reveals that the top CTV genres for Asians are lifestyle, foreign programming, and gaming. In contrast, the top SVOD apps for whites were Xfinity Stream, followed by Amazon Prime Video, Hulu, Paramount+, and DirecTV Now.
The report also found that the top SVOD apps for Asians were Amazon Prime Video, followed by Xfinity Stream, Paramount+, FuboTV, and Sling TV. The top AVOD apps for Asians were Dailymotion, Redbox, Crunchy Roll, Twitch, and YouTube. Meanwhile, AVOD apps for whites were Redbox, Crunchyroll, YouTube, FreeCable TV, and Roku.
When it comes to linear TV channels, the top choices for Asians were CBS, followed by NBC, ABC, PBS, and CW. Whites, on the other hand, preferred TBS, NBC, AMC, CBS, and ESPN.
The report also sheds light on the streaming habits of Native Hawaiian/Polynesian audiences. As mentioned in a news article on the report, the top CTV genres for these audiences are reality TV, local news, and talk shows. In the mobile app categories, Asian audiences are 2.3x more likely to download books and reference apps, 2.1x more likely to download family game apps, and 2x more likely to download weather apps compared to the general market. Native Hawaiian and Polynesian audiences, on the other hand, are 2.5x more likely to download books and reference apps, 2.4x more likely to download food and drink apps, and 2.2x more likely to download events apps compared to the general market.
The full report, titled “2023 U.S. Audience Trends Report: Life of a Streamer,” is available on App Science’s website. The report provides marketers with insights into the diverse connected TV and mobile interests of multicultural audiences.
As AAPI (Asian American and Native Hawaiian/Pacific Islander) Heritage Month continues, it’s important to recognize the unique media habits of these communities. By understanding their preferences for CTV genres, SVOD and AVOD apps, and linear TV channels, marketers can better target and engage with these audiences. The report by App Science provides valuable insights that can help marketers develop effective strategies for reaching multicultural audiences. Bolly Inside