May is Asian Heritage Month – a time to celebrate the diverse histories, cultures, and contributions of Asian American, Native Hawaiian, and Pacific Islander (AANHPI) communities. As an inclusive marketing agency, we believe authentic representation matters not only in our work, but across all forms of media. Yet, despite the growing influence and engagement of AANHPI audiences, there remains a significant gap in how these communities are portrayed on screen.

Let’s take a closer look at the current state of AANHPI representation in U.S. film and television and why it’s time for real change:

➡️ Less than 30% of AANHPI consumers find U.S.-produced film and television to be authentic

➡️ Only 18% of AANHPI characters in film and tv have a storyline in which race was a key component of their character arc

➡️ Yet the majority of AANHPI consumers are willing to spend more money and time in entertainment projects if there is more authentic representation.

➡️ Asian Americans are spending 31% of their viewing time on ad-supported platforms, more than the total population

➡️ Asian American viewers spend nearly 10% more time streaming content in general when compared to the total population

And in a 2023 study of the top 100 films and series on streaming platforms…

➡️ Just 18% of characters had a storyline in which race was central to their arc.

➡️ 90% of the “most visible” Asian characters on streaming platforms were of light or medium complexion.

➡️ And lastly, nearly half of Asian characters analyzed in the study were in intellectual fields, and only 11% were shown as working class, reinforcing the “model minority” stereotype.

As we celebrate Asian Heritage Month, it’s clear that authentic, nuanced AANHPI representation in film and television is still a work in progress. The data underscores both the challenges and the opportunities ahead; audiences are eager for stories that reflect the true diversity and complexity of their communities. By pushing for more inclusive narratives and supporting projects that prioritize real AANHPI experiences, we can help shape a media landscape where everyone feels seen, valued, and empowered.

Sources:

• Committee of 100’s Asianticity Project on AANHPI Representation in Film and Television
• Nielsen Report: Reaching Asian American Audiences 2024
• Variety Coverage of USC Norman Lear Center & Gold House Study on Asian Representation in Film and TV

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