US-INDIA GLOBAL REVIEW JUL-SEP 2020

27 US-INDIA GLOBAL REVIEW JULY-SEPTEMBER 2020 American viewers were keen on the news and seeking it across their preferred media channels, the report notes. With Asian Americans spending a significant amount of their day on social media, where over half spend more than one-hour per day social networking, it is not surprising that they are 15% more likely to use social media for their news versus the average, ana- lyzes Nielsen. Streaming of radio and pod- casts are also other ways that Asian Americans are getting the news. In general, Asian Americans are streaming radio at a rate 42% higher than the aver- age (35%), and downloading audio podcasts at a rate that is 69% higher (20%). Asian Americans’ high level of engagement with the news reflects a community whose per- ception and behaviors are influ- enced by the news media. A source that is also important to the community is the over-the-air (OTA), in-language local news. Moreover, showing interest in issues impacting society is funda- mental to playing a role in com- munity life and civic engagement. With a rapid increase in US-born Asian Americans, representing 86% of those under the age of 18, who understand the privileges and responsibilities that come as American citizens, there is a grow- ing representation of Asian Americans at all levels of the polit- ical process from community serv- ice to elected office. Also, Asian influence is particu- larly strong in the US gaming industry, which is experiencing exponential growth as so many Americans are sheltered in place, hungry for sports and entertain- ment. The report says the US saw a 45% increase in time spent play- ing video games over a week in late March 2020 when most of the country was shut down. With pro- fessional sports also at a halt, NASCAR held its first ever eNASCAR iRacing Pro Invitational Series race that was broadcasted on Fox Sports 1. The broadcast drew 903,000 viewers, making it the most watched linear esports broadcast in history. By 2021, esports viewers in the U.S. are projected to surpass all American sports league viewers except the NFL, which will open up tremendous opportunities for brands to connect with engaged audiences at scale, the report says. With the gaming industry’s strong ties to Asia, it is no sur- prise that Asian Americans are playing an influential role; both as gamers as well as spectators. Asian American households own more video game related products than the total US population. In addition to over-indexing on smartphones (+4%) and comput- ers (+14%), Asian Americans are 14% more likely to own a gaming console and 37% more likely to own Virtual Reality headsets that are mainly used for gaming. Asian-American gamers are younger with 69% falling between ages 13-34 versus 44% of US gamers, the report says. Asians and Asian Americans have also been well represented as professional competitive play- ers in esports, which generated $950.6 million in revenue in 2019, and expected to reach $1 billion this year. Three of the Top 10 highest earning US professional esports players are Asian American, with Saahil “Universe” Arora ranking number two as the second highest earning profes- sional gamer in the world. Interestingly, over 200 colleges in the US are now participating in esports leagues with many offer- ing scholarships, as well as a growing number of high schools adopting esports programs. Despite the rise in racial dis- crimination attacks on the Asian community in the US, as the bridge between the East and West closes, Asian Americans will be introducing new trends to pop cul- ture; no doubt, there will be many more new crazes that will make their way from Asia, just like bub- ble tea, k-beauty, and Bollywood did, Nielsen says. With the gaming industry’s strong ties to Asia, it is no surprise that Asian Americans are playing an influential role; both as gamers as well as spectators. Asian American households own more video game related products than the total US population. Sujeet Rajan is Executive Editor | Parikh Worldwide Media, based in New York. Email him: sujeet@newsindiatimes.com