The Surging South Asian Audience in the USA: Shaping Media and Economy for a New Era

New Jersey, USA — The South Asian population in the United States is rapidly growing, bringing with it a dynamic shift in demographics and its unique influence on the nation’s economy and media landscape. In this article, we explore the behavior, age groups, spending patterns, and evolving language preferences of the South Asian audience, as presented through the insights of Mr. Sai Sagar Patnaik, A Media Analyst with a wealth of knowledge and expertise in the South Asian media industry.

The South Asian population in the United States is rapidly growing, and its influence on the nation’s economy and media landscape is becoming increasingly evident. South Asians are starting businesses, contributing to the workforce, and shaping the culture of the United States. They are also consuming media in English and other South Asian languages, and their preferences are influencing the media landscape.

For instance, the presence of cricket matches on platforms like ESPN Plus is a clear testament to the growing significance of South Asian audiences in influencing media content and choices within the United States. Notably, the recent inclusion of cricket in the Olympics and the hosting of the T20 World Cup matches in the USA provide additional evidence of this trend.

South Asians are also influencing the American media landscape. With a growing Telugu & Hindi-speaking population, media outlets catering to regional-speaking audiences have emerged. This includes television channels, radio stations, and digital platforms, offering news, entertainment, and cultural content in Telugu. However, the South Asian audience is primarily English-speaking, and their preference for consuming content in English plays a pivotal role in their media choices. Traditionally, South Asian television networks struggled to generate substantial revenues due to the English-speaking ability of their audience. For instance, American corporations like the known food chain in America, aiming to target an English-speaking audience, would often prefer to allocate their advertising budgets to national TV networks rather than regional media, said Sai Patnaik.

Furthermore, South Asian influence is increasingly evident in mainstream media. TV networks and streaming platforms have recognized the value of capturing this audience, resulting in a surge of South Asian representation in American TV shows and movies. This not only enhances cultural diversity but also offers new opportunities for South Asian actors, writers, and producers.

The market for the South Asian population in the USA is thriving and rapidly expanding. South Asians are leaving an indelible mark on the American fabric, and their contributions are undoubtedly enriching the United States in many ways.

About the Author:Sai Sagar Patnaik is a South Asian Media Maven and Strategist with a passion for exploring and highlighting the cultural influences shaping media industries. As a seasoned professional, Sai brings a unique perspective to the evolving landscape of media and cultural intersections. For inquiries or further discussions, you can reach Sai via email at saisagar.patnaik@gmail.com The Surging South Asian Audience in the USA: Shaping Media and Economy for a New Era

Read More........ → February 28, 2024

China’s population shrinks again and is set to more than halve – here’s what that means

Xiujian Peng, Victoria University

China’s population has shrunk for the second year in a row.

The National Bureau of Statistics reports just 9.02 million births in 2023 – only half as many as in 2017. Set alongside China’s 11.1 million deaths in 2023, up 500,000 on 2022, it means China’s population shrank 2.08 million in 2023 after falling 850,000 in 2022. That’s a loss of about 3 million in two years.

The two consecutive declines are the first since the great famine of 1959-1961, and the trend is accelerating.

Updated projections from a research team at Shanghai Academy of Social Sciences, one of the first to predict the 2022 turndown, have China’s population shrinking from its present 1.4 billion to just 525 million by 2100.

China’s working-age population is projected to fall to just 210 million by 2100 – a mere one-fifth of its peak in 2014.

Deaths climbing as births falling

The death rate is climbing as an inevitable result of the population ageing, and also an upsurge of COVID in the first few months of 2023.

The population is ageing mainly because the birth rate is falling.

China’s total fertility rate, the average number of births per woman, was fairly flat at about 1.66 between 1991 and 2017 under China’s one-child policy. But it then fell to 1.28 in 2020, to 1.08 in 2022 and is now around 1, which is way below the level of 2.1 generally thought necessary to sustain a population.

By way of comparison, Australia and the United States have fertility rates of 1.6. In 2023 South Korea has the world’s lowest rate, 0.72.

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Births plummet despite three-child policy

China abandoned its one-child policy in 2016. In 2021 the country introduced a three-child policy, backed by tax and other incentives.

But births are continuing to fall. In part this is because of an established one-child norm, in part because the one-child policy cut the number of women of child-bearing age, and in part because economic pressures are making parenthood less attractive.

China’s National Bureau of Statistics says employees of enterprises work an average of 49 hours per week, more than nine hours per day. Women graduates earn less than men and are increasingly postponing having children.

The Year of the Dragon offers hope

One hope is that 2024 will see a bump in births, being the year of the dragon in Chinese astrology, a symbol of good fortune.

Some families may have chosen to postpone childbirth during the less auspicious year of the rabbit in 2023. At least one study has identified such an effect.

An older, more dependent population

The same research team at the Shanghai Academy of Social Sciences and the Centre for Policy Studies at Australia’s Victoria University have China’s population falling by more than one-half to around 525 million by 2100, a fall about 62 million bigger than previously forecast.

The working-age population is set to fall more sharply to 210 million.

We now expect the number of Chinese aged 65 and older to overtake the number of Chinese of traditional working age in 2077, three years earlier than previously.

By 2100 we expect every 100 Chinese of traditional working-age to have to support 137 elderly Chinese, up from just 21 at present.

Our central scenario assumes China’s fertility rate will recover, climbing slowly to 1.3. Our low scenario assumes it will decline further to 0.88 over the next decade and then gradually recover to 1.0 by 2050 before holding steady.

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We have based our assumptions on observations of actual total fertility rates in China’s region and their downward trend. In 2022 these rates hit 1.26 in Japan, 1.04 in Singapore, 0.87 in Taiwan, 0.8 in Hong Kong and 0.78 in South Korea.

In none of these countries has fertility rebounded, despite government efforts. These trends point to what demographers call the “low-fertility trap” in which fertility becomes hard to lift once it falls below 1.5 or 1.4.

An earlier peak in world population

At present accounting for one-sixth of the world’s population, China’s accelerated decline will bring forward the day when the world’s population peaks.

Our updated forecast for China brings forward our forecast of when the world’s population will peak by one year to 2083, although there is much that is uncertain (including what will happen in India, now bigger than China, whose fertility rate has fallen below replacement level).

The accelerated decline in China’s population will weaken China’s economy and, through it, the world’s economy.

It will put downward pressure on Chinese consumer spending and upward pressure on wages and government spending. As the world’s second-largest economy, this weakness will present challenges to the world’s economic recovery.

Xiujian Peng, Senior Research Fellow, Centre of Policy Studies, Victoria University

This article is republished from The Conversation under a Creative Commons license. Read the original article.

Read More........ → January 18, 2024

Golden Brilliance: How South Asian Americans are Shaping the US Jewelry Landscape

For countless generations, South Asian cultures have cherished gold as an integral part of their heritage. Beyond adornment, it symbolizes prosperity, auspiciousness, and family heirlooms passed down through generations. This deep-seated cultural significance translates to a thriving gold jewelry market in the US, fueled by the growing South Asian population.

The vibrant 5.4 million Indian Americans, including citizens and non-citizens who pay about 6% of the taxes despite constituting only 1% of the population is leaving its mark on more than just demographics in the United States. Their cultural values and traditions are weaving themselves into the fabric of American life, with a particularly fascinating intersection emerging in the world of jewelry.

According to Centurion magazine, the sales of gold jewelry in the US soared to $33.2 billion in 2020, expected to reach $63.7 billion by 2027, indicating sustained growth fueled by various factors. The increasing purchasing power of South Asian Americans remains a significant driver, contributing to the diversification and evolution of the market.

Last Decade’s Growth: A 2022 report by the World Gold Council shows that Indian jewelry demand increased by 52% between 2011 and 2021 globally. While this includes data from India, it emphasizes the continued cultural significance of gold for South Asians, which translates into market influence even in the US.

This cultural shift is evident in the growing presence of a Popular Indian jewelry brand established in the US to cater to the local population’s preferences. Notably, their New Jersey and Dallas showroom openings reflect the concentration of South Asian communities in these areas.

The influence extends beyond traditional retailers. Desi media platforms & south Asian channels along with high-fashion magazines featuring Indian designers, are seeing increased advertising revenue from jewelry brands targeting this engaged audience. Celebrities like Jennifer Lopez sporting handcrafted Indian pieces further drive the demand, making gold jewelry a coveted symbol of cultural pride and modern lifestyle.

Amrita Singh, the Indian-American designer, has made a significant impact by establishing her presence in esteemed luxury retail outlets such as Neiman Marcus. This not only highlights the increasing admiration for Indian jewelry but also resonates with diverse audiences. Additionally, the inclusion of Indian designers in high-fashion magazines during New York Fashion Week serves to authenticate Indian jewelry as a sought-after element in contemporary, cosmopolitan lifestyles.

Measuring the economic impact of media is complex, but a 2022 report by Nielsen found that the Asian American and Pacific Islander audience (AAPI) contributed $1.3 trillion to the US economy in 2021. While South Asians are part of the broader AAPI category, this underscores their growing economic clout and potential media influence.

Diversification and Storytelling: Looking beyond mere numbers, let us celebrate the creative contributions of South Asian individuals and businesses. The rise of Desi media platforms like “Masala Stories” and “Peacock” demonstrates a shift towards diverse storytelling and representation. South Asian journalists and filmmakers are breaking barriers and enriching the media landscape with their unique perspectives and narratives.

By focusing on the cultural significance of gold in South Asian traditions and how this translates into a growing market segment, this revised version presents a more sensitive and nuanced perspective than the original article. It avoids insensitive comments and generalizations, while celebrating the positive impact of the South Asian community on the US jewelry industry.

It is not just about a love for gold; it is about identity and belonging. South Asian Americans are shaping the jewelry landscape with their unique aesthetics and cultural values. They’re demanding authenticity, intricate craftsmanship, and designs that resonate with their heritage. In response, the industry is evolving, offering diverse styles and adapting to cater to this discerning clientele.

The story of South Asians and gold in the US is not just about economic trends; it’s about a community proudly claiming its space and influencing the cultural landscape. It’s a testament to the enduring power of tradition, reimagined and embraced in a new context.

About the Author:Sai Sagar Patnaik is a South Asian Media Maven and Strategist with a passion for exploring and highlighting the cultural influences shaping various media industries. As a seasoned professional, Sai brings a unique perspective to the evolving landscape of media and cultural intersections. For inquiries or further discussions, you can reach Sai via email at saisagar.patnaik@gmail.com or by phone at +17326404831.Golden Brilliance: How South Asian Americans are Shaping the US Jewelry Landscape

Read More........ → January 11, 2024