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Black Consumers and Media Consumption - US - 2022

OVERVIEW
What you need to know
This Report looks at the following areas:
Definition
Market context
EXECUTIVE SUMMARY 
Top takeaways 
Market overview 
Opportunities and challenges
Focus on value by considering financial and representational needs
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
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
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 
Black population by the numbers
Figure 4: Population, by race, 2016-26
Seniors are projected to increase
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
Figure 6: Global media inflation, by media type, 2021-2022
Brands’ rules around shared media credentials are influencing consumers’ streaming behaviors
Figure 7: Attitude toward sharing streaming login information, 2022
Closing the digital divide
Figure 8: Technology ownership and broadband access, by race and ethnicity, 2021
CURRENT OPPORTUNITIES AND STRATEGIES
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 
Black consumers use all forms of major media
Figure 9: Media use, 2022
Radio use slightly more popular than music streaming platforms, according to consumers
Figure 10: Audio entertainment use, by platform, 2022
Figure 11: Audio streaming, by age, 2022
Figure 12: Amp Instagram post, 2022
Black consumers want their media outlets to consider financial and representational value
Figure 13: Select attitudes toward financial value of media (any agree), 2022
Figure 14: Select attitudes toward content value of media (any agree), 2022
Figure 15: Black History Month 2022 | Scene In Black | HBO Max, 2022
VIDEO ENTERTAINMENT
Brands should consider content variations based on their intended audience
Figure 16: Video entertainment sources used, 2022
Mature adults 35 and older are keeping cable afloat
Figure 17: Cable/satellite (net) use, by age, 2022
Men are significantly more focused on sports streaming services
Figure 18: Sports streaming services, by gender, 2022
INFLUENCES OF MEDIA USE  
Multichannel influences for Black consumers’ media use – TV ads are key, as is word of mouth
Figure 19: Media use influences, 2022
Urban Radio: Reaching the Black community through radio
Figure 20: Audio entertainment sources used, 2022
Leverage Black radio platforms to add credibility to your brand
Figure 21: The Breakfast Club Instagram post,  2022
Social media influences and aids in decision making for Millennial and Gen Z Black adults
Figure 22: Media influences, Gen Z and Millennial women vs overall, 2022
Utilize celebrity influence for Black Gen Z and Millennial women
Figure 23: Media influences, Gen Z and Millennial women vs overall, 2022
WRITTEN MEDIA
Written media is stagnant, but still relevant
Figure 24: Written media use, 2022
Lower-income Black consumers are most likely to use books over other written media
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
Figure 26: Book use, women 35-54 vs overall, 2022
Figure 27: Wellreadblackgirl Instagram page, 2022
Written media forms show more popularity among fathers than mothers of children under 18
Figure 28: Written media use, by parental status, 2022
Emphasize the marketing to fathers in addition to an omnichannel approach
Figure 29: Dovemencare Instagram post, 2022
FRIENDS, FAMILY AND TECHNOLOGY 
Media access is transforming families’ perspective of their relationships
Solidify Black consumers’ perspective by showing both sides of “family time” in ads
Figure 30: Attitudes toward family and tech, 2022
Dads’ ability to balance give a unique view on family time with devices
Figure 31: Attitudes toward family and tech, fathers vs mothers with children under-18 at home, 2022
MEDIA ATTITUDES: CULTURE AND REPRESENTATION 
Cultural sustainability is possible through media representation
Figure 32: Attitudes toward representation in video entertainment, 2022
Parents are pushing media representation and embracing diversity
Figure 33: Attitudes toward video entertainment, by parental status, 2022
Interest in seeing more Black-centric content increases with affluence
Figure 34: Attitudes toward representation, by income, 2022
Figure 35: Sesame Street Writers’ Room introduction, 2017
Diverse media piques the interest of young Black adults 18-34
Figure 36: “Shows produced in other countries are appealing to me” (any agree), by age, 2022
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

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