The Silent Majority Goes Digital: How Asian Americans Are Shaping America’s Economy

Asian Americans Are Powering the Digital Economy, Sports Industry, and Beauty Market—And Smart Brands Are Paying Attention

A new report from Nielsen and Gold House confirms what savvy businesses and conservatives have known all along: when you prioritize strong communities and free-market principles, prosperity follows. Asian Americans, along with Native Hawaiian and Pacific Islander (AANHPI) groups, are proving to be some of the most influential consumers in America’s digital and cultural economy today.

This community is highly connected and tech-savvy, logging more weekly computer time (over 9 hours) than the average American. That means they're not just keeping up with the digital economy—they're leading it. They're also turning to streaming over traditional media, with over 50% of their TV time spent on platforms like YouTube—double that of the general U.S. population. In a free market, that's the kind of demand that should drive real innovation and results.

And businesses are noticing. With 83% of marketers shifting more of their budget to digital in 2025, there’s growing awareness that ignoring this high-achieving demographic means leaving money on the table.

“Asian American consumers are embracing interactive and shoppable ad experiences more than anyone else,” said Stacie M. de Armas from Nielsen. In other words, these consumers are informed, engaged, and ready to act—exactly the kind of audience entrepreneurs should value.

Jeremy Tran of Gold House, a nonprofit promoting AANHPI interests, summed it up well: “AANHPIs are a driving force in the economy... fueling industries from beauty to sports and beyond.” It's capitalism in action—hard-working, family-oriented Americans investing in their future and shaping our markets through merit.

Rising Influence in Sports

Another area seeing this impact? Sports. AANHPI viewers are tuning into live games at higher rates than the general population and are 33% more likely to subscribe to sports streaming platforms. Viewership of major events like the 2024 World Series and women’s college basketball skyrocketed among Asian Americans, proving that when families and communities rally around wholesome entertainment, everyone wins.

Even sports podcasts are booming within this group, with a 28% jump in listenership over the past two years. This isn't just about entertainment—it's about shared values, discipline, and the unifying power of sports culture.

Beauty Industry Boost—Driven by Tradition and Innovation

In the beauty world, AANHPI women are leading the charge in trends and spending, but not through flashy celebrity endorsements. Instead, they're combining tradition (like Ayurvedic hair care) with smart consumer choices. These women are 83% more likely to spend over $500 on skincare—and they’re choosing products that actually work.

That’s not frivolous spending—it’s investment in self-care and family wellness, with ripple effects throughout the economy. Brands that respect cultural roots and focus on quality over gimmicks are reaping the rewards.

No Need for Virtue Signaling—Just Respect and Results

While the report notes that many AANHPI consumers prefer brands that support causes they care about, it’s not about empty corporate activism. It’s about authenticity and trust. A staggering 70% of AANHPI millennials say they’ll stop supporting brands that disrespect their community. That’s not cancel culture—it’s consumer choice.

And older Asian Americans, ages 50–64, are also making smart, values-based purchases. They're more likely to rely on research and product reviews, showing once again that this is a demographic that prizes wisdom, family, and informed decision-making.

The bottom line? The AANHPI community isn’t looking for handouts or hollow diversity slogans. They’re building, spending, watching, and leading. For companies that value results, accountability, and real growth, this is a wake-up call: pay attention, invest smart, and respect the power of strong American communities.