With a buying power projected to reach an estimated $2.1 trillion by 20261, the economic influence of Black consumers in the U.S. is undeniable. Black Americans are not just a market segment—they are cultural innovators, trendsetters and key drivers of broader cultural change. Brands looking to connect with this demographic and make a meaningful impact will need to rethink their marketing strategies to prioritize authentic engagement and relevant representation. Let’s take a closer look at the media habits of Black audiences to help brands aiming to connect with these consumers in 2025.
A key to the Black community in one device
Mobile devices are more than just tools for communication in the Black community—they’re gateways to cultural expression, community connection and information access. As early adopters and digital trendsetters, Black Americans are spending significantly more time on their smartphones compared to the U.S. overall. In fact, Black adults dedicate 23 hours and 26 minutes weekly to smartphone apps and web browsing, nearly two hours more than the average American who spends 21 hours and 32 minutes.2
For marketers, this translates into an expanded window of opportunity to reach and connect with the Black community. It’s not merely about having more time to display ads, but rather about having more chances to engage in meaningful ways, to tell stories that resonate and to provide value that aligns with the community’s interests and needs. The higher engagement with mobile devices suggests a preference for mobile-first or mobile-optimized experiences among Black users and reflects the central role of mobile platforms in reaching and connecting with the Black community digitally. In fact, a recent Nielsen study showed Black consumers were most likely to buy from brands that engage them in a personalized way.
YouTube: Drawing Black viewers and informing purchase decisions
The landscape of media consumption among Black audiences is increasingly dominated by video-centric platforms, with YouTube taking center stage. Among Black audiences, YouTube has extended its reach to 63% of Black adults.3 While reach alone doesn’t tell the full story of engagement, this high percentage suggests that YouTube has become an ubiquitous presence in the media diet of Black adults.
YouTube, more than just entertainment, influences Black Americans’ consumer behavior and its impact on consumer purchasing decisions. A substantial portion of Black viewers—44.4%—report making purchases influenced by content they have encountered on the platform.4 YouTube’s ability to shape purchasing decisions surpasses that of traditional word-of-mouth recommendations and even outperforms other social media heavyweights like Facebook, Instagram and TikTok. Given YouTube’s significant reach and influence among Black viewers, the platform offers a valuable avenue for meaningful engagement.
Podcasts boost brand recall among Black listeners
The personal nature of podcast listening—often done through headphones during commutes or quiet moments at home—fosters a strong connection between content, advertisements and listeners. Podcast advertisements are proving highly effective with Black audiences, not only capturing attention but also driving brand recall and motivating listeners to take action.
Notably, Black podcast listeners show an edge in brand recall, with 73% remembering advertised brand names compared to 70% of listeners overall.5 Such strong recall rates highlight the resonance of podcast advertising within the Black community. In fact, 54% of Black listeners are more likely than overall listeners to buy when their favorite podcast hosts mention a brand’s product.7 Podcast content and hosts inspire listeners to explore advertised products or services further, potentially influencing purchasing decisions.
As we have explored, the media consumption patterns of Black Americans span a variety of platforms and content types. Understanding these patterns requires a nuanced approach that goes beyond traditional media metrics. It necessitates a thorough examination of preferred platforms, content engagement patterns and the digital environments where Black consumers spend their media time. At Nielsen, we leveraged our powerful audience intelligence tools and methodologies to uncover these valuable insights and many more.
To learn more about the media habits of Black audiences and how your brand can reach these connected consumers, download our 2025 Diverse Intelligence Series report “Engaging Black audiences: How brands impact, grow and win with inclusion.”
Notes:
1 Selig Center for Economic Growth
2 Nielsen Audience Measurement Data, Q2 2024
3 Nielsen Media Impact, July 2024
4 Nielsen Black Diaspora Study, powered by Toluna, 2023
5 Nielsen Podcast Brand Impact Norms Database, Q2 2024
6 Nielsen Fan Insights, May-October 2024, USA
7 Nielsen Attitudes on Ads Study, 2024
