Asian Americans Lead Digital, Beauty Consumption says Nielsen
By Kelli Luu | 05 May, 2025

The spending habits of Asian American are keyed to the degree of representation and support we perceive in media products and beauty brands.

If consumerism were an Olympic Sport, Asian Americans would be taking home the gold, according to the latest Nielsen report.  It sees Asian American, Native Hawaiian, and Pacific Islander consumers leading changes in digital media, sports engagement, and beauty trends. 

Asian Americans spend an average of 9 hours and 6 minutes a day logged onto a computer, making us the most digitally connected segment.  About 53% of our total TV time is spent on digital video platforms like Netflix, Amazon Prime, and YouTube, far above the average for the United States population. 

The higher level of video consumption is attributable to the greater Asian representation, as well as Asian language programming, offered by streaming services.  Seeing people that look like us on the screens in romance series and reality shows increases the desire to engage.

That combination of familiar faces and fresh contexts isn’t offered by traditional cable TV, and Asian video content provides a fun way for many of us first- or second- generation Asian Americans to reconnect with our culture. 

Another case in point is the 2024 World Series.  Asian American viewership was up 146% over the prior season.  The prime suspect for this surge is Shohei Ohtani.  He may also be a factor behind the fact that Asian Americans are now also 33% more likely to subscribe to a sports streaming platform.  These numbers show that when we see ourselves represented in big events, we turn out to support.  

On the beauty front, Nielsen found Asian American women to be 83% more likely to spend over $500 a year on skincare products.  That figure doesn’t include makeup and perfume on which we’re 53% more likely to surpass the $500 mark. 

It’s more than pretty packaging and viral trends getting the best of us.  We’re also informed consumers.  AAPI consumers are checking ingredients and making sure a brand’s values align with ours.  Over 59% of AAPI consumers expect the companies they buy from to support a cause that they care about and 70% will stop buying a brand that devalues their community. 

Far from being a “niche” audience, we Asian Americans are proving to be tastemakers driving trends, the high-impact consumers brands can’t overlook. It’s great to see that we’re showing up for ourselves by investing in representations of our culture and values.