Content Analytics for the “Crazy Rich Asians” audience

During its opening weekend this summer, “Crazy Rich Asians” snagged an impressive $25.2 million at North American theaters, making it one of the best-performing romantic comedies in years, and with an all-Asian cast that’s making Hollywood history. We took a look at the audience for this movie and a few insights really popped out.


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Crazy Rich Earnings

“Crazy Rich Asians” continued to succeed far after opening weekend. At its current total gross, it stacks up against some of the highest earning rom-coms of all time, with a total of nearly $173 million.


What Else Are Fans Watching?

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People anticipating the release of “Crazy Rich Asians” had a far bigger preference for online video (174%) than linear (-22%) or streaming content (-46%). Some of the top video channels for this audience included THNKR, ScreenCrush, Teni Panosian, BuzzFeed News, and Superwoman Vlogs.

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When it came to traditional television networks, TNT (11%), Bravo (8%), and The CW (4%) led, while networks under-indexing included Cartoon Network (-58%), VH1 (-71%), and Adult Swim (-76%).


What Are Fans Excited About?

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The “Crazy Rich Asians” audience was excited for the return of TV shows including “Fresh off the Boat,” “Imposters,” “For the People,” “Making It,” and “Still StarCrossed.”

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And when it came to anticipating new releases, they couldn’t wait for the shows “The Kids are Alright,” “Heathers,” plus the movies “The Hate U Give,” “Widows,” and “First Man.”


Diesel Labs helps marketers identify the video content their audiences care about most, regardless of channel or device. The insights above are just a few from the “Crazy Rich Asians” audience — Diesel Labs customers have access to a full library with additional insights. To learn more, please contact us at support@diesellabs.com

This article was updated on November 7, 2018 to reflect total box office earnings for “Crazy Rich Asians”