AANHPI Consumers Drive Digital, Sports and Beauty Trends

RADIO ONLINE | Wednesday, April 23, 2025 | 9:29am CT

Nielsen

Asian American, Native Hawaiian, and Pacific Islander (AANHPI) consumers are playing a pivotal role in reshaping the landscape of digital commerce, media, and beauty, according to Nielsen's newly released 2025 report, Breakthrough ROI: Investing in Asian American audiences and media.

The report reveals that AANHPI adults are among the most digitally connected in the U.S., averaging over nine hours a week online via computers-nearly an hour more than the general population. Streaming now accounts for 53% of their total TV time, a sharp rise from 45% last year, with YouTube alone capturing 20% of that viewership-almost double the national average.

"As digital media and commerce evolve, Asian American consumers are leading the charge, embracing interactive and shoppable ad experiences at higher rates than the general population," said Stacie M. de Armas, Senior Vice President of Diverse Insights & Intelligence at Nielsen. "Marketers who recognize the importance of cultural connection in their digital strategies will build stronger relationships with this influential and engaged audience."

Digital-first behaviors are especially evident in shopping habits. Forty-three percent of AANHPI consumers have clicked on a social media ad, compared to 36% of U.S. adults overall. They are also more inclined to find ads on retailer websites helpful when discovering new products.

Sports Engagement Soars

Live sports viewership is on the rise among AANHPI audiences, who now spend 15% more time watching live sports than the general public. They are also 33% more likely to subscribe to sports-specific streaming platforms.

The community played a significant role in amplifying major sports moments, including a 146% spike in Asian American viewership for the 2024 World Series and a 240% increase in viewership of the WNBA Draft. AANHPI interest in women's basketball surged, with viewership of the 2024 NCAA Women's Basketball Championship rising nearly 70%.

This year also marks a milestone with Natalie Nakase becoming the WNBA's first Asian American head coach, leading the newly formed Golden State Valkyries. Meanwhile, players like Te-Hina Paopao, of Polynesian descent, continue to expand the sport's fanbase.

Global sports with strong Asian ties are also gaining traction. Cricket fandom is growing rapidly, with 13% of U.S. adults identifying as fans. The 2024 ICC Men's T20 World Cup, co-hosted by the U.S., drew record-breaking crowds, and the sport's Olympic debut in Los Angeles in 2028 is expected to boost visibility further.

Thirty-seven percent of AANHPI sports viewers want more culturally relevant advertising during games, presenting a clear opportunity for brands to connect authentically.

Leading Beauty Industry Trends

AANHPI women are exerting major influence in the beauty space, with spending on skincare and cosmetics well above the national average. Nielsen reports they are 83% more likely to have spent over $500 on skincare and 53% more likely to have spent the same on cosmetics and perfumes.

Beauty trends rooted in AANHPI culture-like Korean skincare and South Asian Ayurvedic hair care-have moved into the mainstream. Recent cultural moments, such as Bridgerton's nod to traditional hair oiling and Beyonce's Cecred product line using fermented rice water, highlight this influence.

AANHPI women are also more likely to download beauty retail apps like Ulta and Sephora, a digital engagement trend that is contributing to a broader 8% year-over-year increase in ad spend on toiletries and cosmetics. Skincare categories like facial cleansers and moisturizers saw jumps of 28% and 16%, respectively.

A Driving Force in Media and Commerce

From shopping to streaming to sports, AANHPI consumers are helping define the future of media and commerce.

"AANHPIs are a driving force in the economy, shaping markets as influential consumers and leaders," said Jeremy Tran, Executive Director and COO of Gold House. "In today's economic climate, their influence is more critical than ever-fueling industries from beauty to sports and beyond. By recognizing and investing in this community, brands and businesses can unlock new opportunities for growth and innovation."

Additional findings from Nielsen's report include:

• 59% of AANHPI consumers expect brands to support causes they care about, versus 51% of the total U.S.

• 70% of AANHPI millennials say they will stop buying from brands that devalue their community.

• On podcasts, AANHPI listeners have an 80% unaided brand recall rate for CPG advertisers, compared to 59% overall.

• AANHPI adults aged 50-64 are 8% more likely than the general U.S. population to use the internet heavily to research products before buying.

• AANHPI audiences over-index on Netflix (128) and Amazon (198), which feature the highest percentage of Asian talent-39.4% and 35.5%, respectively.

With rapidly expanding cultural and economic influence, AANHPI consumers are shaping what comes next across multiple sectors-and brands are taking notice.