Nielsen Report Highlights Black Audiences as Leading Video Consumers

Black Americans outpace the general U.S. population in weekly screen time, with streaming platforms and sports viewership driving engagement and brand loyalty.

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.