Overview

• Black audiences average 46 hours and 13 minutes of weekly video consumption, significantly higher than the U.S. average of nearly 35 hours.
• Streaming accounts for 41.4% of Black viewers' screen time, with YouTube leading at 13%, followed by Netflix at 7.2% and Tubi at 4.8%.
• Black consumers demonstrate high purchasing influence, with 44% reporting product purchases based on YouTube ads, outpacing other platforms like Facebook and TikTok.
• Sports are a key engagement driver, with live events making up 19% of Black audiences' viewing, and rising viewership for women’s basketball and the WNBA noted.
• Black Americans represent a $2 trillion consumer market, projected to grow to nearly $3 trillion by 2030, underscoring the importance of culturally nuanced marketing strategies.