Nielsen Report Shows Growing Demand For Investment In More Diverse Media Content To Engage Black America

Photos: YouTube Screenshots Among U.S. audiences, Black consumers spend over 81 hours per week with media — 31.8% more than the general population, according to the latest Nielsen’s Diverse Intelligence Series report, “The global Black audience: Shaping the future of media.” With record-setting engagement and influence, what Black audiences expect from media—and how they access it—is changing. In the quest for representative content, 73% of Black American audiences pay for three or more streaming services. Black audiences also feel that they could be better represented in the advertising targeted towards them. In the United States alone, 67% of Black audiences agree that they wish they saw more representation of their identity group while watching TV. The demand is also high in other countries, based on Nielsen’s research. The issue of representation also extends to advertising, as 35% of Black Americans believe brands portray Black people the same way. 66% of Black consumers are willing to cut ties with brands that devalue their community. Nielsen’s report underscores the value and importance of building trust with Black audiences— not only because of their buying power, which is expected to top $2 trillion in the U.S. by 2026 —but also because Black-created and...