Table of Contents
Executive Summary
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- Top takeaways
- Market overview
- Opportunities and challenges
- Focus on value by considering financial and representational needs
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- Figure 1: Select attitudes toward financial value of media (any agree), 2022
- Create targeted marketing approaches in written media for Black dads in need of parenting resources
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- Figure 2: Written media use, fathers vs mothers with children under-18 at home, 2022
- Prioritize more Black media representation to encourage cultural sustainability of the Black community
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- Figure 3: Attitudes toward representation in video entertainment, 2022
- Key consumer insights
- Word of mouth is the top influencer of media consumption for Black consumers
- Urban radio has the power to shift narratives around brands and personalities
- Media access is transforming families’ perspective of their relationships
Market Factors
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- Black population by the numbers
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- Figure 4: Population, by race, 2016-26
- Seniors are projected to increase
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- Figure 5: Population and projections of African Americans age 65 and over, 2017-60
- Inflation costs lead consumers and media companies to reconsider their spending
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- Figure 6: Global media inflation, by media type, 2021-2022
- Brands’ rules around shared media credentials are influencing consumers’ streaming behaviors
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- Figure 7: Attitude toward sharing streaming login information, 2022
- Closing the digital divide
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- Figure 8: Technology ownership and broadband access, by race and ethnicity, 2021
Current Opportunities and Strategies
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- Meeting consumer needs through the lens of the Identity Trend Driver
- Partner with initiatives that promote diverse creators and also provide media opportunities
- Meeting consumer needs through the lens of the Value Trend Driver
- Create convenient, budget-friendly streaming options for users – Spotlight on Netflix
Black Consumers’ and Media Consumption: Fast Facts
Media Use Overview
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- Black consumers use all forms of major media
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- Figure 9: Media use, 2022
- Radio use slightly more popular than music streaming platforms, according to consumers
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- Figure 10: Audio entertainment use, by platform, 2022
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- Figure 11: Audio streaming, by age, 2022
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- Figure 12: Amp Instagram post, 2022
- Black consumers want their media outlets to consider financial and representational value
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- Figure 13: Select attitudes toward financial value of media (any agree), 2022
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- Figure 14: Select attitudes toward content value of media (any agree), 2022
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- Figure 15: Black History Month 2022 | Scene In Black | HBO Max, 2022
Video Entertainment
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- Brands should consider content variations based on their intended audience
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- Figure 16: Video entertainment sources used, 2022
- Mature adults 35 and older are keeping cable afloat
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- Figure 17: Cable/satellite (net) use, by age, 2022
- Men are significantly more focused on sports streaming services
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- Figure 18: Sports streaming services, by gender, 2022
Influences of Media Use
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- Multichannel influences for Black consumers’ media use – TV ads are key, as is word of mouth
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- Figure 19: Media use influences, 2022
- Urban Radio: Reaching the Black community through radio
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- Figure 20: Audio entertainment sources used, 2022
- Leverage Black radio platforms to add credibility to your brand
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- Figure 21: The Breakfast Club Instagram post, 2022
- Social media influences and aids in decision making for Millennial and Gen Z Black adults
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- Figure 22: Media influences, Gen Z and Millennial women vs overall, 2022
- Utilize celebrity influence for Black Gen Z and Millennial women
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- Figure 23: Media influences, Gen Z and Millennial women vs overall, 2022
Written Media
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- Written media is stagnant, but still relevant
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- Figure 24: Written media use, 2022
- Lower-income Black consumers are most likely to use books over other written media
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- Figure 25: Written media use, those with a household income of $25,000 or less vs overall, 2022
- Black Millennial women are keeping literature alive
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- Figure 26: Book use, women 35-54 vs overall, 2022
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- Figure 27: Wellreadblackgirl Instagram page, 2022
- Written media forms show more popularity among fathers than mothers of children under 18
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- Figure 28: Written media use, by parental status, 2022
- Emphasize the marketing to fathers in addition to an omnichannel approach
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- Figure 29: Dovemencare Instagram post, 2022
Friends, Family and Technology
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- Media access is transforming families’ perspective of their relationships
- Solidify Black consumers’ perspective by showing both sides of “family time” in ads
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- Figure 30: Attitudes toward family and tech, 2022
- Dads’ ability to balance give a unique view on family time with devices
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- Figure 31: Attitudes toward family and tech, fathers vs mothers with children under-18 at home, 2022
Media Attitudes: Culture and Representation
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- Cultural sustainability is possible through media representation
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- Figure 32: Attitudes toward representation in video entertainment, 2022
- Parents are pushing media representation and embracing diversity
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- Figure 33: Attitudes toward video entertainment, by parental status, 2022
- Interest in seeing more Black-centric content increases with affluence
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- Figure 34: Attitudes toward representation, by income, 2022
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- Figure 35: Sesame Street Writers’ Room introduction, 2017
- Diverse media piques the interest of young Black adults 18-34
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- Figure 36: “Shows produced in other countries are appealing to me” (any agree), by age, 2022
Appendix – Data Sources and Abbreviations
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- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
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