A New Study Sheds Light On The Demand For Asian-Language Film and TV Content

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With the advent of the Oscar-winning movie “Parasite” along with a plethora of shows like “Squid Game” and others, a new study titled “FOCUS Asian Subscriptions 2023” sheds light on the demand for Asian-language content and its global appeal.

Smiling asian parents with son and daughter sitting on couch and watching tv with popcorn — Photo via Envato Elements

The study explores the intricacies of the pay and free TV landscape among Asian consumers. It provides a comprehensive look at how Asian TV content-viewing households are adopting and integrating various services. This encompasses what services they’re paying for, their satisfaction levels with these video services, drivers for subscriptions and churn, and their bundling habits of both traditional and new-age services.

VIEWING BEHAVIORS

Importantly, the study goes beyond just numbers, delving deep into viewing behaviors. The report indicates a significant demand for Asian-language content, international content, as well as content targeted specifically at U.S. Asian viewers. In fact, with a focus on both Asian-language and English viewing behaviors, the study affirms that Korean stories, much like the sentiment expressed by Seo Woo-sik (producer of the movie “Okja“), are no longer restricted to Korea but are finding resonance internationally.

Attractive Asian beautiful lesbian woman couple sit on sofa enjoy watch TV together in house. — Photo via Envato Elements

The findings from the study couldn’t be more timely: As the entertainment industry recognizes the cross-cultural stories that companies like Barunson — the producers behind the Oscar-winning “Parasite” — are developing, the report underscores the significance of such narratives in the contemporary TV and film environment.

SCOPE OF THE STUDY

The study surveyed 500 Asian TV content viewers, aged 18 and above, who watch more than an hour of TV a day. Moreover, with the data weighted to guarantee representativeness of the overall TV universe, it’s a great tool for industry professionals looking to tap into the pulse of this rapidly evolving TV content market.