Shaping the future of media
The globalization of Black America
Black America is complex, but immigration trends will add to that complexity. As the diversity of this population grows, the media industry will need to focus on authenticity and accurate representations to maintain this audience’s high engagement with content.
Data sources: U.S. Census; Pew Research Center; Nielsen Black Diaspora Study, powered by Toluna
This report highlights the significant amount of engagement Black America has with media, as well as this diversifying audience’s perspective on representation in content and advertising. Key sections include:
Black audiences are power TV users
Black adults spend 31.8% more time with TV each week than the general U.S. population.
The state of representation on TV
Representation is a key driver of media engagement. Black talent on TV has never been more visible, but the numbers—and audience demand—suggest there’s room for even more. Our most recent study found that 70% of Black LGBTQ+ respondents and 66% of Black men often feel misrepresented in media.
TV content is a global affair
While representation and diversity dimensions vary across providers, audiences stay engaged when they find what they’re looking for. Engagement with Blood Sisters and Far From Home, for example, reflect Netflix’s investment in Nollywood.
Brand strategies for relevance and inclusion
Meaningful engagement requires more than simply understanding where content is being consumed. Dimensions of diversity matter. Our most recent study found that almost 36% of Black audiences believe brands portray all Black people the same in advertising.
The Black audience insights you need
At its core, media is a means of connecting. The stronger the connection, the greater the engagement.
Download The global Black audience: Shaping the future of media report to understand how you can evolve to better engage this audience and how to capitalize on it.