ThinkNow Asian Entertainment Report 2024

Hollywood once dominated the domestic entertainment market, while foreign content had its niche in art houses and with ethnic broadcasters. That era has ended, and the fastest-growing entertainment segments are now coming from Asia. From Korean dramas (K-Dramas) to Bollywood, anime, and pop music, Asian entertainment is experiencing an unprecedented boom. But this didn’t happen overnight. This genre’s rise has been a steadily growing cultural force that, in the TikTok era, has captivated Americans of all ethnicities and backgrounds.

But what's fueling this phenomenon, and how is it changing how we consume media? To delve deeper into the increasing popularity of Asian entertainment among American audiences, ThinkNow tapped into our online market research panels and conducted a nationally representative quantitative survey of 2,000 adults, yielding intriguing findings.

1. Asian Entertainment
May 2024

2. 2
Background & Methodology
Survey Method
•Online Survey
Regional Coverage
•National
Field Timing
•February 21 – March 1st , 2024
Screening Criteria
•18+ years of age
TOTAL SAMPLE: 2,000
To explore the growing popularity of
Asian entertainment among
American audiences, ThinkNow
conducted a nationally
representative quantitative
consumer research study among US
adults.

3. Key Findings
•Over 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
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 what 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’).
3

4. Detailed
Findings

5. Overall, about 20% of respondents consume Asian entertainment 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)
5
19%
28%
21%
57% 
13% 
42% 
27% 
14% 
6% 
TOTAL
MARKET
Hispanics African
Americans
Asians N.H. Whites Gen Z
18 - 26
Millennials
27 - 42
Gen X
43 - 58
Boomers
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.

6. Japanese anime/manga, Korean dramas and Chinese movies
are the most consumed genres of Asian entertainment.
What type of Asian entertainment do you consume?
Base: Consume at least once a week
TOTAL
MARKET
Male FemaleHispanics
African
Americans
Asians
N.H.
Whites
Gen Z
18-26
Millennials
27-42
Gen X
43-58
Boomers
59-77
Japanese anime / manga46% 48% 45% 46% 42%  43% 51% 62%  49% 34%  32% 
Korean dramas 40% 37% 47% 50% 39% 37% 37% 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 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%
Other 5% 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)
6
Arrows indicate significant difference at 95% confidence level against total market.
•Japanese anime/manga is especially popular among GenZers, as is Korean music.

7. 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%
31%
5-Very easy
4
3
2
1 - Very difficult
What are some challenges you face when accessing Asian Entertainment?
Base: Find it difficult: 1-2 rating (n=147)
52%
Limited availability
on streaming
platforms
34%
Difficulty finding
subtitles in my
preferred language
28%
High cost of certain
content
24%
Finding ‘authentic’
content
24%
Cultural barriers or
language difficulties
7
Arrows indicate significant difference at 95% confidence level against total market.

8. Consumers like that Asian entertainment is addictive and highly entertaining.
They also enjoy the compelling storylines and relatable characters.
What do you like about Asian entertainment?
Base: Consume at least monthly
TOTAL MARKET Hispanics
African
Americans
Asians
N.H.
Whites
Gen Z
18-26
Millennials
27-42
Gen X
43-58
Boomers
59-77
Very entertaining/addicting 54% 50% 58% 45% 57% 48% 49% 34% 
Shows/Movies 51% 47% 64%  40% 49% 41% 49% 40%
Compelling storylines 44% 37% 35% 46% 52% 43% 35% 38%
Likeable/relatable characters 45% 29%  54% 45% 43% 42% 44% 39%
Cultural authenticity 40% 37% 63%  38% 30%  47% 37% 47%
High production quality 42% 31% 33% 32% 40% 39% 26% 21% 
Grew up watching these types of shows 16%  25% 50%  26% 27% 28% 23% 18%
Family portrayal 25% 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)
Average number of things they liked about 2.8 3.3 2.5 4.2 3.2 2.9 3.1 2.3 2.6
48%
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.

9. Consumers are most likely to have discovered Asian entertainment 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 monthly
TOTAL
MARKET
45%
35%
34%
31%
22%
17%
Hispanics
43%
45%
36%
32%
23%
14%
African
Americans
42%
39%
27%
30%
25%
20%
Asians
57%
40%
29%
15% 
45% 
41% 
N.H. Whites
45%
36%
33%
36%
19%
15%
Gen Z
18-26
51%
51% 
39%
27%
25%
15%
Millennials
27-42
49%
39%
36%
32%
22%
19%
Gen X
43-58
43%
32%
31%
31%
26%
21%
Boomers
59-77
28% 
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 media
Through friends
Traditional media
(TV, magazines, etc.)
Through family
Part of my heritage
(I have seen this since I was young)
9
Arrows indicate significant difference at 95% confidence level against total market.

10. The most common ways that consumers access Asian entertainment
are through video and audio streaming services.
TOTAL
MARKET
Hispanics
African
Americans
Asians
N.H.
Whites
Gen Z
18-26
Millennials
27-42
Gen X
43-58
Boomers
59-77
Streaming 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 TV 30% 35% 25% 31% 21% 27% 38%  29%
Local TV 24%  14% 8% 11% 13% 19% 16% 5% 
DVD/Blu-rays 13% 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 services 1.6 2.0 1.6 1.7 1.9 1.7 1.8 1.5 1.3
78%
41%
28%
15%
13%
How do you access Asian Entertainment?
Base: Consume at least monthly
10
Arrows indicate significant difference at 95% confidence level against total market.

11. TOTAL
MARKET
Gen Z
18-26
Millennials
27-42
Gen X
43-58
Boomers
59-77
76% 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 services2.1 2.3 2.3 1.8 1.6
TOTAL
MARKET
Gen Z
18-26
Millennials
27-42
Gen X
43-58
Boomers
59-77
65% 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 services2.1 2.0 2.2 2.0 1.7
Netflix is the number one streaming platform for accessing Asian video content.
Spotify and YouTube Music are the most used platforms for listening to Asian music.
Video
Base: Access Asian Entertainment content with a video streaming service Base: Access Asian Entertainment content with an audio streaming service
Audio
What video and audio streaming services do you use most often for Asian content?
*Caution: Small base size
11
Arrows indicate significant difference at 95% confidence level against total market.

12. K-POP is by far the most listened to Asian music genre.
Arrows indicate significant difference at 95% confidence level against total market. *Caution: Small base size
Which Asian music genre do you hear most often?
Base: Access Asian Entertainment content with an audio streaming service
TOTAL
MARKET
Hispanics
African
Americans
Asians
N.H.
Whites
Gen Z
18-26
Millennials
27-42
Gen X
43-58
Boomers
59-77
K-Pop 71% 76% 72% 56% 73% 85%  68% 66% 47%
J-Pop 34% 47% 42% 19%  33% 44% 37% 23% 10% 
Indian Music28% 20% 12% 36% 31% 18% 34% 19% 52%
C-Pop 22% 18% 22% 24% 26% 17% 27% 20% 15%
V-Pop 15% 13% 25% 3%  17% 13% 16% 14% 21%
Other 3% 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*)

13. The vast majority of consumers believe that the popularity of Asian
entertainment is having a ‘very’ or ‘somewhat’ positive influence.
How do you feel about the increasing popularity of Asian Entertainment?
Base: Consume at least monthly
TOP TWO BOX 66% 65% 59% 74% 68% 66% 63% 70% 68%
13
3%
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%
Total Hispanics African
Americans
Asians N.H. Whites Gen Z
18 - 26
Millennials
27 - 42
Gen X
43 - 58
Boomers
59 - 77
It is a very positive
influence
It is somewhat positive
influence
Neutral
It is somewhat negative
influence
It is a very negative
influence
Arrows indicate significant difference at 95% confidence level against total market.
Base Size: (n=784) (n=258) (n=104) (n=175) (n=243) (n=193) (n=298) (n=182) (n=105)

14. 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% confidence level against total market.
TOTAL MARKET Hispanics
African
Americans
Asians
N.H.
Whites
Gen Z
18-26
Millennials
27-42
Gen X
43-58
Boomers
59-77
Plot / storyline 53% 37%  54% 58% 61% 46% 47% 51%
Genre 40% 49% 39% 45% 51%  35% 49% 32%
Recommendations from family/friends 37% 32% 45% 39% 40% 40% 35% 32%
Popularity of show/program 39% 28% 44% 36% 36% 44% 35% 23% 
Cast or character 34% 34% 48% 40% 36% 33% 36% 43%
Reviews 38% 38% 40% 29% 33% 30% 34% 23%
Recommendations from social media/influencers 25% 22% 32% 18% 28% 25% 19% 13%
Soundtrack 14%  28% 19% 20% 22% 17% 21% 10%
Other reasons 1% 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%
18%
1%
What factors influence your decision to watch a particular Asian movie or TV show?
Base: Consume at least monthly (n=784)
✓

15. 15
Over 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 openness 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 week
17% 15%
21%
10%
15% 17% 15%
18% 20%
20% 25%
24%
11%
19% 14% 20%
24%
23%
27% 20% 
21%
33%
31%
16% 
28%
28%
43%
36%
40%
34%
46%
35%
53% 
37%
30%
14% 
TOTAL
MARKET
Hispanics African
Americans
Asians N.H. Whites Gen Z
18 - 26
Millennials
27 - 42
Gen X
43 - 58
Boomers
59 - 77
Yes
No
Not sure
Depends on the
content
(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 total market.

16. Appendix

17. Participant Profile
TOTAL
MARKET
Male Female Hispanics
African-
Americans
AsiansN.H. Whites
Gen Z
18-26
Millennials
27-42
Gen X
43-58
Boomers
59-77
(A) (B) (C) (D) (E) (F) (G) (H) (I) (J)
GENDER
Female 48% -- 100% 49% 50% 50% 49% 49% 44% 49% 49%
Male 48% 100% -- 49% 50% 50% 49% 48% 47% 48% 48%
Other (Net) 4% -- -- 1% 1% 1% 2% 3% 9% 3% 3%
AGE
18 to 26 14% 15% 15% 21% 17% 20% 12% 100% -- -- --
27 to 42 28% 28% 26% 35% 33% 27% 24% -- 100% -- --
43 to 58 25% 25% 26% 25% 24% 28% 26% -- -- 100% --
58 to 77 28% 28% 29% 17% 25% 20% 33% -- -- -- 100%
Median age 47 47 48 39 42 44 51 22 34 50 67
ETHNICITY
Hispanic/Latino 19% 18% 18% 100% -- -- -- 27% 26% 14% 12%
Black, African-American 13% 13% 13% -- 100% -- -- 17% 15% 16% 10%
Asian 6% 6% 5% -- -- 100% -- 9% 4% 9% 4%
White (Non-Hispanic) 61% 61% 62% -- -- -- 100% 47% 51% 60% 74%
REGIONS
Northeast 17% 16% 19% 14% 16% 21% 18% 18% 18% 18% 17%
Midwest 21% 20% 21% 10% 18% 12% 25% 18% 20% 21% 21%
South 38% 38% 38% 38% 57% 24% 36% 41% 35% 37% 40%
West 24% 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