State of the Media – Audio Today: Ethnic Audiences
In the U.S., radio reaches more Americans each week than any other platform. This pattern holds true among black and Hispanic consumers, and as our population continues to grow, we see that more and more listeners are tuning in each week. Nearly 75 million weekly radio listeners are black and Hispanic, a third of the total national audience.
In fact, black and Hispanic Americans spend more time with radio each week than any other ethnic group, with more than 30 million black Americans and 42 million Hispanics turning to radio each week.
So it comes as no surprise that the larger trends we see in the audio landscape – particularly around the use of mobile technology to stream all types of audio – are also evident with black and Hispanic listeners.
Smartphones Drive Streaming Usage
Smartphone usage for streaming audio among black and Hispanic consumers