What you need to know
Streaming services and an abundance of relevant, appealing content create greater entertainment value and flexibility for Black consumers’ media consumption. The COVID-19 pandemic and subsequent stay-at-home measures have undoubtedly increased this group’s media consumption, especially targeted content from trusted sources that inform, comfort and guide Black consumers, who are disproportionately impacted by the coronavirus health and financial ramifications. As content producers aim to entertain and inform Black consumers with varied interests, advertisers have an opportunity to engage these consumers with tailored messaging that resonate with viewers.
Key issues covered in this Report
The impact of COVID-19 on Black consumers’ media consumption
How the media market will fare in the post-COVID-19 slowdown
Attitudes and consumption behaviors for new and traditional media platforms
How content drives value perceptions of different platforms
This Report was written in early April 2020, and updated on June 4, 2020 with the COVID-19 implications.
Definition
For the purposes of this Report, Mintel tracked Black consumer attitudes, perceptions and behavior across media platforms, including:
Video/TV services including streaming on-demand video, cable and satellite television, live-internet television
Audio services including paid streaming audio, radio music stations and podcasts
Print including newspapers and magazines
Place-based including in store, billboard and events
Direct advertising including email and direct mail
Internet including blogs and mobile apps
This Report builds on analysis presented in Black Consumers’ Lifestyle and Entertainment – US, December 2019; Digital Trends – Black Consumers – US, May 2019 and Black Consumers’ Content Consumption and Sharing – US, January 2018. Readers may also be interested in Hispanics and Media Consumption – US, May 2020 as well as other Reports from Mintel’s Technology, Media and Multicultural libraries.
