By George Winslow

`K-Pop Demon Hunters’ delivered 20.5 billion minutes of viewing as the #1 streamed movie of 2025 among Hispanic, Asian, Black, and White viewers Nielsen reported.

NEW YORK—A new Nielsen report on Asian and Asian-American content and audiences indicates that Asian-led stories, talent, and cultural touchpoints are driving engagement and viewership across every major demographic group, not just Asian American audiences.

The new 2026 report “The Crossover Effect: AANHPI Audiences X Content” found that “K-Pop Demon Hunters” delivered 20.5 billion minutes of viewing as the #1 streamed movie of 2025 among Hispanic, Asian, Black, and White viewers and that “BTS: The Return” drew 47 million minutes of viewing in its first seven days with 73% of the audience being non-Asian.

“The proliferation of Asian and Asian American-driven content is not a trend, it’s a mainstream cultural movement,” said Stacie deArmas, Vice President, Strategic Initiatives & Consumer Engagement, Nielsen. “Nielsen’s new report underscores how content championed by this community is creating measurable value for brands and media buyers looking to reach mass audiences. And once again, shines a light on our unique ability to measure these diverse audiences with meaningful insights.”

“AAANHPI creators and talent are not only reaching global audiences—they are shaping what audiences watch, celebrate, and share,” said Bing Chen, Co-Founder and CEO of Gold House. “These are not just symbols—they’re signals. For brands and media leaders, this represents a clear opportunity to connect through stories and moments that resonate far beyond any one community.”

The report also delved into the impact of sports on Asian-American viewers, finding that in 2025, 91 of the Top 100 broadcast programs for Asian American viewers were sports events.

To read the entire article: https://www.tvtechnology.com/insights/analysis/new-nielsen-report-shows-how-asian-and-asian-american-content-has-gone-mainstream

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