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The Future. Recent reports show that Asian-American audiences, dubbed “Super Streamers,” are spending significantly more time on streaming platforms than the general US population. With film and TV giants struggling to compete with social platforms like YouTube and TikTok, focusing on Asian-American households might shift the tide.
Super-sized streaming
The film and TV industry could get an edge by catering to a growing interest in Asian-American content.
- Per McKinsey, over 80% of Hollywood execs said that increasing on-screen representation of Asian Americans could lead to Asian populations spending more on film and TV.
- Given population patterns, experts estimate that the value of additional spending by AAPI communities could rise from $4 billion to $8 billion by 2060.
And that number could be an underestimate since Asian audiences aren’t the only ones interested in Asian-American content. In fact, 59% of Americans said they want to see more Asian Americans in dramas and comedies.
Asian culture has already proven its broad appeal with movies like Everything Everywhere All at Once and Crazy Rich Asians. Media companies that fail to embrace diversity may run the risk of being left behind.
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