1、Asian EntertainmentMay 20242Background&MethodologySurvey Method Online SurveyRegional Coverage NationalField Timing February 21 March 1st,2024Screening Criteria 18+years of ageTOTAL SAMPLE:2,000To explore the growing popularity of Asian entertainment among American audiences,ThinkNow conducted a nat

2、ionally representative quantitative consumer research study among US adults.Key FindingsOver 40%of GenZers and over one-quarter of Millennials report consuming Asian entertainment content at least once a week.Japanese anime/manga,Korean dramas and Chinese movies are the most consumed types of Asian

3、entertainment.K-Pop is by far the most listened to genre of Asian music.Consumers are most likely to have discovered Asian content through social media and online platforms like YouTube and TikTok,as well their friends.The highly addictive and entertaining nature of Asian TV and movie content is wha

4、t drives viewership.Over one-third of consumers would be willing to pay for a streaming service that is dedicated to Asian entertainment content.A similar proportion expressed an openness to it(not sure or would depend on the content).3Detailed FindingsOverall,about 20%of respondents consume Asian e

5、ntertainment at least once a week.However,this proportion is much higher among younger segments,and GenZers,in particular.How often,if at all,do you consume Asian Entertainment such as movies,TV shows,music,etc.?Once a week or more(Net)519%28%21%57%13%42%27%14%6%TOTALMARKETHispanicsAfricanAmericansA

6、siansN.H.WhitesGen Z18-26Millennials 27-42Gen X 43-58Boomers 59-77(n=2,000)(n=515)(n=270)(n=251)(n=957)(n=308)(n=570)(n=548)(n=502)Arrows indicate significant difference at 95%confidence level against total market.Japanese anime/manga,Korean dramas and Chinese movies are the most consumed genres of

7、Asian entertainment.What type of Asian entertainment do you consume?Base:Consume at least once a weekTOTAL MARKETMaleFemaleHispanicsAfricanAmericansAsiansN.H.Whites Gen Z18-26Millennials27-42Gen X43-58Boomers59-77Japanese anime/manga46%48%45%46%42%43%51%62%49%34%32%Korean dramas 40%37%47%50%39%37%37

8、%46%41%38%37%Chinese movies36%37%38%39%49%29%40%28%36%43%42%Korean music 22%16%26%26%21%28%19%34%26%12%6%Bollywood movies 21%21%24%21%16%28%21%17%24%18%24%Chinese dramas20%18%23%24%21%22%20%19%22%19%19%Indian Music 16%15%16%13%6%25%16%12%21%14%12%Indian shows 15%14%18%15%9%22%15%12%18%13%15%Filipino

9、 movies 11%11%12%14%7%3%12%10%10%12%13%Malaysian movies 6%7%6%8%8%4%5%4%8%7%4%Other5%6%4%3%5%20%7%3%4%7%11%Base:(n=784)(n=442)(n=334)(n=258)(n=104)(n=175)(n=243)(n=193)(n=297)(n=182)(n=105)6Arrows indicate significant difference at 95%confidence level against total market.Japanese anime/manga is esp

10、ecially popular among GenZers,as is Korean music.20%of Asian entertainment consumers find it difficult to access content,with limited availability being the number one barrier.On a scale of 1 to 5,how easy/difficult is it to access Asian entertainment?Base:Consume at least monthly(n=784)5%15%27%22%3

11、1%5-Very easy4321-Very difficultWhat are some challenges you face when accessing Asian Entertainment?Base:Find it difficult:1-2 rating(n=147)52%Limited availability on streaming platforms34%Difficulty finding subtitles in my preferred language28%High cost of certain content24%Finding authentic conte

12、nt24%Cultural barriers or language difficulties7Arrows indicate significant difference at 95%confidence level against total market.Consumers like that Asian entertainment is addictive and highly entertaining.They also enjoy the compelling storylines and relatable characters.What do you like about As

13、ian entertainment?Base:Consume at least monthlyTOTAL MARKETHispanicsAfricanAmericansAsiansN.H.Whites Gen Z18-26Millennials27-42Gen X43-58Boomers59-77Very entertaining/addicting54%50%58%45%57%48%49%34%Shows/Movies51%47%64%40%49%41%49%40%Compelling storylines44%37%35%46%52%43%35%38%Likeable/relatable

14、characters45%29%54%45%43%42%44%39%Cultural authenticity40%37%63%38%30%47%37%47%High production quality42%31%33%32%40%39%26%21%Grew up watching these types of shows16%25%50%26%27%28%23%18%Family portrayal25%17%42%23%24%27%22%17%Base:(n=784)(n=258)(n=104)(n=175)(n=243)(n=193)(n=297)(n=182)(n=105)Avera

15、ge number of things they liked about2.83.32.54.23.22.93.12.32.648%44%43%42%41%34%25%24%8 Asian consumers enjoy the cultural authenticity and family portrayal.Arrows indicate significant difference at 95%confidence level against total market.Consumers are most likely to have discovered Asian entertai

16、nment via social media and online platforms like YouTube and TikTok,as well as through friends.How did you first discover Asian Entertainment?Base:Consume at least monthlyTOTAL MARKET45%35%34%31%22%17%Hispanics43%45%36%32%23%14%African Americans42%39%27%30%25%20%Asians57%40%29%15%45%41%N.H.Whites45%

17、36%33%36%19%15%Gen Z18-2651%51%39%27%25%15%Millennials27-4249%39%36%32%22%19%Gen X43-5843%32%31%31%26%21%Boomers59-7728%13%23%35%16%10%(n=784)(n=258)(n=104)(n=175)(n=243)(n=193)(n=297)(n=182)(n=105)Online platforms(YouTube,TikTok,etc.)Social mediaThrough friendsTraditional media(TV,magazines,etc.)Th

18、rough familyPart of my heritage(I have seen this since I was young)9Arrows indicate significant difference at 95%confidence level against total market.The most common ways that consumers access Asian entertainment are through video and audio streaming services.TOTAL MARKETHispanicsAfricanAmericansAs

19、iansN.H.Whites Gen Z18-26Millennials27-42Gen X43-58Boomers59-77Streaming video services(Hulu,Netflix,Disney+,Amazon Prime,etc.)79%77%75%77%81%82%76%65%Streaming audio services(Apple Music,Spotify,Deezer,YouTube Music,etc.)41%38%50%40%51%46%34%26%Cable TV30%35%25%31%21%27%38%29%Local TV24%14%8%11%13%

20、19%16%5%DVD/Blu-rays13%13%2%18%15%14%16%5%Base:(n=784)(n=258)(n=104)(n=175)(n=243)(n=193)(n=297)(n=182)(n=105)Average#of services1.62.01.61.71.91.71.81.51.378%41%28%15%13%How do you access Asian Entertainment?Base:Consume at least monthly10Arrows indicate significant difference at 95%confidence leve

21、l against total market.TOTAL MARKETGen Z18-26Millennials27-42Gen X43-58Boomers59-7776%77%76%79%76%48%43%48%57%45%39%45%44%35%19%27%31%34%22%7%23%39%27%14%-6%8%7%7%2%4%5%3%5%-Other service4%2%3%3%13%Base:(n=612)(n=155)(n=243)(n=139)(n=71)Average number of video streaming services2.12.32.31.81.6TOTAL

22、MARKETGen Z18-26Millennials27-42Gen X43-58Boomers59-7765%79%69%49%28%64%49%64%79%88%36%33%44%33%19%13%14%17%7%5%11%9%12%15%-9%10%11%7%4%5%3%6%4%-Other service4%4%2%8%3%Base:(n=301)(n=91)(n=134)(n=53*)(n=23*)Average number of audio streaming services2.12.02.22.01.7Netflix is the number one streaming

23、platform for accessing Asian video content.Spotify and YouTube Music are the most used platforms for listening to Asian music.VideoBase:Access Asian Entertainment content with a video streaming serviceBase:Access Asian Entertainment content with an audio streaming serviceAudioWhat video and audio st

24、reaming services do you use most often for Asian content?*Caution:Small base size 11Arrows indicate significant difference at 95%confidence level against total market.K-POP is by far the most listened to Asian music genre.Arrows indicate significant difference at 95%confidence level against total ma

25、rket.*Caution:Small base size Which Asian music genre do you hear most often?Base:Access Asian Entertainment content with an audio streaming serviceTOTAL MARKETHispanicsAfricanAmericansAsiansN.H.Whites Gen Z18-26Millennials27-42Gen X43-58Boomers59-77K-Pop71%76%72%56%73%85%68%66%47%J-Pop34%47%42%19%3

26、3%44%37%23%10%Indian Music28%20%12%36%31%18%34%19%52%C-Pop22%18%22%24%26%17%27%20%15%V-Pop15%13%25%3%17%13%16%14%21%Other3%2%8%8%2%1%3%3%12%Base:(n=301)(n=99)(n=33*)(n=80)(n=86)(n=91)(n=134)(n=53*)(n=23*)The vast majority of consumers believe that the popularity of Asian entertainment is having a ve

27、ry or somewhat positive influence.How do you feel about the increasing popularity of Asian Entertainment?Base:Consume at least monthlyTOP TWO BOX66%65%59%74%68%66%63%70%68%133%7%4%4%2%4%5%2%1%5%7%8%1%6%9%6%4%1%26%21%29%21%24%21%26%24%30%40%39%32%48%42%46%39%38%36%26%26%27%26%26%20%24%32%32%TotalHisp

28、anicsAfricanAmericansAsiansN.H.WhitesGen Z18-26Millennials27-42Gen X43-58Boomers59-77It is a very positiveinfluenceIt is somewhat positiveinfluenceNeutralIt is somewhat negativeinfluenceIt is a very negativeinfluenceArrows indicate significant difference at 95%confidence level against total market.B

29、ase Size:(n=784)(n=258)(n=104)(n=175)(n=243)(n=193)(n=298)(n=182)(n=105)The plot/storyline is the main driver of viewership for Asian movies and TV shows,followed by the genre,recommendations from family/friends and the popularity of the movie/shows.Arrows indicate significant difference at 95%confi

30、dence level against total market.TOTAL MARKETHispanicsAfricanAmericansAsiansN.H.Whites Gen Z18-26Millennials27-42Gen X43-58Boomers59-77Plot/storyline53%37%54%58%61%46%47%51%Genre40%49%39%45%51%35%49%32%Recommendations from family/friends37%32%45%39%40%40%35%32%Popularity of show/program39%28%44%36%3

31、6%44%35%23%Cast or character34%34%48%40%36%33%36%43%Reviews38%38%40%29%33%30%34%23%Recommendations from social media/influencers25%22%32%18%28%25%19%13%Soundtrack14%28%19%20%22%17%21%10%Other reasons1%1%-1%1%1%Base:(n=784)(n=258)(n=104)(n=175)(n=243)(n=193)(n=298)(n=182)(n=105)51%41%38%37%35%31%22%1

32、8%1%What factors influence your decision to watch a particular Asian movie or TV show?Base:Consume at least monthly(n=784)15Over one-third of consumers indicate they would be willing to pay for a streaming service that is dedicated to Asian entertainment content.A similar proportion expressed an ope

33、nness to it(not sure or would depend on the content).Interest is clearly highest among GenZers.Would you be willing to pay for a streaming service dedicated specifically to Asian entertainment?Base:Consume at least once a week17%15%21%10%15%17%15%18%20%20%25%24%11%19%14%20%24%23%27%20%21%33%31%16%28

34、%28%43%36%40%34%46%35%53%37%30%14%TOTALMARKETHispanicsAfricanAmericansAsiansN.H.WhitesGen Z18-26Millennials27-42Gen X43-58Boomers59-77YesNoNot sureDepends on thecontent(n=784)(n=258)(n=104)(n=175)(n=243)(n=193)(n=297)(n=182)(n=105)Arrows indicate significant difference at 95%confidence level against

35、 total market.AppendixParticipant ProfileTOTAL MARKETMaleFemaleHispanicsAfrican-AmericansAsiansN.H.Whites Gen Z18-26Millennials27-42Gen X43-58Boomers59-77(A)(B)(C)(D)(E)(F)(G)(H)(I)(J)GENDERFemale48%-100%49%50%50%49%49%44%49%49%Male48%100%-49%50%50%49%48%47%48%48%Other(Net)4%-1%1%1%2%3%9%3%3%AGE18 t

36、o 2614%15%15%21%17%20%12%100%-27 to 4228%28%26%35%33%27%24%-100%-43 to 5825%25%26%25%24%28%26%-100%-58 to 7728%28%29%17%25%20%33%-100%Median age4747483942445122345067ETHNICITYHispanic/Latino19%18%18%100%-27%26%14%12%Black,African-American13%13%13%-100%-17%15%16%10%Asian6%6%5%-100%-9%4%9%4%White(Non-Hispanic)61%61%62%-100%47%51%60%74%REGIONSNortheast17%16%19%14%16%21%18%18%18%18%17%Midwest21%20%21%10%18%12%25%18%20%21%21%South38%38%38%38%57%24%36%41%35%37%40%West24%27%22%38%9%43%21%23%27%24%22%Base:(2,000)(n=983)(n=1,002)(n=515)(n=270)(n=251)(n=957)(n=308)(n=570)(n=548)(n=502)17