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