While the pandemic may have been the catalyst for accelerating streaming adoption among the masses, it’s clear that audiences are making streaming a permanent, and growing, part of their lives. In fact, April marked a milestone for streaming, as for the first time, audiences spent more than 30% of their total TV time watching over-the-top video content.
In addition to increased time spent, audiences, particularly AANHPI consumers, are finding more representation on streaming services than on broadcast and cable television. Last year, AANHPI representation on streaming services was more than double that of broadcast or cable. According to Nielsen Gracenote Inclusion Analytics, AANHPI share of screen grew by 80% last year. But inclusion isn’t just increasing across streaming services. Overall Asian representation across cable, broadcast and SVOD increased 31% last year.
With more representative programs, comes more culturally relevant content. This increase in representation is bringing multi-generational households together for a shared content experience. On Disney+, for example, young Asian American viewers aged 18-24 watched AANHPI content with someone aged 65-74 nearly 8x more than Disney+ audiences overall. This trend continues across streaming platforms—on Netflix, co-viewing between these two age groups was 4.3x higher than audiences overall.
Disney’s Turning Red, which was originally released direct to consumers in the U.S. on Disney+, highlights both the power of representational content and co-viewing. The family-friendly movie about a young girl coming of age struck a chord with AANHPI audiences of all ages. The movie was among the most streamed titles in first-quarter 20221, and drew