The Nielsen report highlights Black audiences' robust engagement with TV, streaming services, and social media, revealing that they spend significantly more time on these platforms than the overall population. Streaming is particularly prominent, comprising 46% of their viewing time. Additionally, platforms like YouTube drive purchasing decisions more effectively than traditional word-of-mouth methods. Increased viewership in women’s sports, particularly the WNBA, reflects Black audiences' growing influence, particularly for content featuring Black athletes. This demographic presents unique opportunities for brands aiming to connect meaningfully with them.
Reaching Black consumers may not be a challenge—but connecting with us can be. Black consumers are leaning into platforms that emphasize conversation and create a sense of connection.
Nearly half (46%) of their TV viewing time is spent on streaming, which is gaining share year over year among Black adults.
Black audiences spend 32 hours on apps and websites on smartphones and tablets, which is two hours more than the total U.S. population.
YouTube reaches 63% of Black adults, and 44% report purchasing products based on YouTube content, outpacing word of mouth for the demographic.
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