Black consumers are consuming diverse types of media from multiple sources. They are lifestyle focused and want to see content that is in alignment with not only their lifestyles but also their culture. Their ability to access media is in a state of flux as inflation continues to rise and media companies begin to hunker down on streaming parameters.

In all this, Black consumers remain consistent with their need for value in both budget and content representation. They are also consistent in their top influences, with family and friends being at the forefront. Through the assessment of Black consumers’ media consumption patterns, we see how their communities and attitudes help tell the unique story of how they exist in the media landscape.

• Media use overview

• Video entertainment

• Power of urban radio

• Written media use

• Influences of media use

• Attitudes toward culture and representation

This Report examines Black consumers’ reported consumption and attitudes toward different forms of media. We focus on the demographic segments within the data to better understand how and why Black consumers use certain media sources and their needs and expectations around content.

Findings in this Report are supplemented by analysis presented in Hispanics and Media Consumption – US, 2022 and Black Consumers’ Culture & Community – US, 2022 as well as other Reports from Mintel’s Multicultural, Lifestyles and Culture and Identity libraries.

Consumer markets have faced an unprecedented level of turmoil in recent years. At the start of 2020, COVID-19 caused massive economic disruption, as various stay-at-home orders were introduced and nonessential businesses were closed. Consumer behavior shifted drastically, with much greater demand for at-home products and delivery services, straining an already challenged global supply chain.

Business operations resumed in most parts of the country in 2021 as vaccines were administered and social distancing restrictions and capacity limitations were relaxed. However, localized surges in case counts and the rapid spread of the Delta and then Omicron variants caused increased travel restrictions in and out of the US, exacerbating supply chain shortages in many industries.

Early 2022 has seen a decline in COVID-19 cases in the US, while the conflict in Ukraine continues to escalate and more civilians are displaced. The economic fallout from the conflict and subsequent sanctions will include soaring energy prices, worsened supply chain disruptions and potential shortages of food and other natural resources.  

As of March, the Conference Board expects US real GDP to increase at an annualized rate of 3% for 2022, down from previous estimates of 3.5%. To curb rapidly rising inflation, the central bank is tightening monetary policy, and analysts are predicting anywhere from three to seven interest rate hikes this year to limit the supply of money in the economy. 

US inflation reached 40-year highs in early 2022, but barring a new, more severe COVID variant or expansion of the conflict outside of Ukraine, those figures should begin to stabilize and eventually fall as we enter the second half of the year. US consumers, however, should expect to see prices remain higher than they have been the past few years, as supply chain disruptions create product and labor shortages. As is often the case, wealthy Americans likely won't see much change to their daily purchasing behaviors. But those consumers unable to withstand price increases will have to choose between cutting back and increasing debt.

Consumer research for this Report was fielded in December 2021, and the analysis was written in May 2022.