2026 Diverse Intelligence Series · Quick read
10 things to know about AANHPI audiences in 2026
The whole series, distilled. Streaming, sports, and ad spend — what every brand should know.
#1
61%
of AANHPI ad supported TV time is spent with streaming. AANHPI audiences spend more time streaming than broadcast and cable combined — leading every other demographic group.
Nielsen National TV Panel + Streaming Platform Ratings, 4Q25
#2
45%
of AANHPI adults are Cord-Nevers — the highest rate of any racial or ethnic group in the U.S. Digital and streaming environments are essential for reaching this audience at scale.
Nielsen Scarborough USA, 2025 R2
#3
69%
of AANHPI TV engagement happens in the ad supported ecosystem. Despite being the most streaming-forward audience, the majority of AANHPI viewing is reachable through ads.
Nielsen National TV Panel + Streaming Platform Ratings, 4Q25
#4
20.5B
minutes of viewing for KPop Demon Hunters in 2025 — the most-streamed original movie of the year, and the #1 movie among Hispanic, AANHPI, Black, and White viewers.
Nielsen Streaming Content Ratings, 2025
#5
91
of the top 100 broadcast programs for AANHPI viewers in 2025 were sports events. AANHPI audiences are deeply embedded in premium sports inventory across the NFL, NBA, MLB, and global competitions.
Nielsen National Panel, L+7, Non-Hispanic Asian, P2+, 2025
#6
80%
growth in AANHPI viewership of the 2026 World Baseball Classic vs. 2023 — the highest viewership increase of any demographic group. Multicultural viewers were 1 in 3 of the championship game audience.
Nielsen National TV Ratings, Live+SD, Big Data + Panel for 2026
#7
1.9M
AANHPI viewers tuned in to World Series Game 7. AANHPI audiences accounted for a 7.3% share of the game — a significant over-index relative to population share.
Nielsen National TV Ratings, Live+SD, Big Data + Panel for 2026
#8
33%
of Asian Americans are interested in soccer ahead of the 2026 FIFA World Cup, vs. the 28% U.S. average. Soccer is the #1 sport across most Asian markets, and the World Cup is hosted across 11 U.S. cities.
Nielsen Fan Insights, USA, Feb 2026
#9
247M
TV impressions delivered in five days by McDonald’s × KPop Demon Hunters. The campaign allocated 71.5% of digital spend to video and targeted fandom platforms including X, Twitch, and YouTube.
Nielsen Ad Intel, March 31 – April 4, 2026
#10
58%
of AANHPI audiences make a conscious effort to support media from creators that reflect their identity. And Asian YouTube creators like Michelle Phan and Markiplier are attracting major ad investment from top categories like Online Retail, QSR and Insurance.
Nielsen Ad Intel, Nielsen Advanced Audience Attitudes Study, 2025
Want the deep read?
Each stat is part of a bigger story. Dive into the full series.
Chapter 1
The Crossover Effect
AANHPI
Audiences x Content
Asian-led titles are resonating with all audiences.
Chapter 2
The Fandom Effect
AANHPI
Audiences x Sports
AANHPI fandom shows up in the biggest moments on the sports calendar.
