Today, 15 seconds is most common for TV ads; comparably, ads on the internet can be as short as a single second. For brand advertisers, that means that regardless of platform, every second matters.

Having grown up alongside the first Nintendo Entertainment System, which debuted in North America in 1985, Millennials now have careers, advanced degrees and families. That being said, they’re still gamers at heart, as two-thirds of Americans play video games every month. So what else do we know about this key demographic for the video game industry?

This report explores Asian American consumer behaviors that are setting the pace for two important industry trends: First, the media platforms that are winning amid the streaming wars and the content that is capturing their attention. Second is the gaming industry, which is breaking boundaries as entertainment.