Asian American TV Viewers Are Twice As Likely to Say They Check Youtube for TV Content First, According to Horowitz’s FOCUS Asian: The Media Landscape 2018 Report

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The latest Horowitz research report, FOCUS Asian The Media Landscape, reveals how important YouTube is for Asian TV viewers.

As the television landscape continues to experience seismic shifts in consumer behavior, Asian American viewers are, in many ways, leading the charge. According to Horowitz Research’s FOCUS Asian: The Media Landscape 2018 report, Asian TV content viewers have adopted streaming more quickly than the general market: Three-quarters (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: 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 (view infographic).

“The Asian audience has long posed a challenge for traditional TV providers. 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” says Adriana Waterston, Horowitz’s SVP of Insights and Strategy. “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 covering, among other topics:

  • Sources for TV content, including traditional pay TV, vMVPDs, OTT, and SVOD services
  • Interest in vMVPDs and reasons for interest/lack of interest
  • Viewing behaviors, including hours watched, streaming behaviors, and platform prioritization
  • Viewing perceptions and show discovery among Asian streamers, including attitudes toward culturally-relevant and diverse content
  • Content preferences
  • Short-form video viewing

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. Additional segment analyses are available upon request.

For more information, to schedule an interview with an analyst, or to request specific data, please contact stephaniew@horowitzresearch.com, 303-284-6879.

About Horowitz Research
Horowitz Research is a leading provider of consumer market research specializing in media content, services, and technology. Founded in 1985, Horowitz Research provides an annual syndicated research subscription and a full suite of à la carte syndicated reports about consumer attitudes, behaviors, and relationships with media, telecommunications, social media, technology, and advertising. With expertise in the pay TV, video, and consumer technology space, Horowitz also provides primary quantitative and qualitative consumer and market research for companies ranging from small start-ups to Fortune 500. For more information, visit http://www.horowitzresearch.com.

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Stephanie Wong
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