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Insights from Nielsen's Latest Report on Black Audience Engagement

In a groundbreaking report by Nielsen, it has been revealed that Black audiences spend significantly more time engaging with digital content than the average American. According to the findings of the January 2025 report titled Connecting with Black America, Black consumers utilize apps and websites on their smartphones and tablets for an impressive 32 hours per week, which is two hours more than the total U.S. population. This data underscores a pivotal shift in how brands must engage with the expanding and influential Black consumer segment.

Charlene Polite, Vice President of Diverse Insights and Partnerships at Nielsen, emphasizes that while connecting with Black consumers may not seem challenging, maintaining that connection requires a more nuanced approach. Brands must adapt their strategies to prioritize inclusive cultural experiences that resonate with Black audiences. With a purchasing power exceeding $2 trillion, it's crucial for brands to consider the cultural nuances and preferences that define this diverse group.

As digital trends evolve, the report emphasizes the importance of understanding where and how Black audiences consume content. Social media platforms have emerged as a vital space for Black consumers, with Black adults investing more time browsing compared to their peers. Notably, Black Millennials (aged 18-34) dominate social media engagement, spending close to one hour more than other adult demographics. This trend is complemented by high engagement with radio and podcasts, where the reach from broadcasting and television is equal, both averaging reach to approximately 27 million Black adults.

Television consumption remains robust among Black audiences, with a weekly viewing time of 46 hours and 13 minutes—significantly higher than the average 35 hours for the general U.S. population. Streamed content accounts for a considerable 46% of this viewing time, with platforms like YouTube seeing a marked increase in engagement. In fact, Black audiences dedicate 13% of their total TV viewing time to YouTube, higher than the 10% of the total U.S. audience. Furthermore, 63% of Black adults reported they have made purchases based on YouTube recommendations, a clear indication of the platform's influence.

Beyond YouTube, other digital platforms are also instrumental in shaping purchasing decisions for Black consumers. Sixty-three percent report being more likely to evaluate new brands based on social media ads, slightly above the overall average of 58%. Podcasts create a strong brand awareness connection, with 73% of Black listeners able to recall ad mentions, outperforming the general audience statistic of 70%.

The report also highlights the emerging opportunities presented by Black sports fans, emphasizing their potential to convert fan loyalty into brand loyalty. With rising stars like Angel Reese and A'ja Wilson attracting viewership in women's basketball, the WNBA saw a remarkable 161% increase in Black viewership during the All-Star game from 2023 to 2024. The viewership for the WNBA draft jumped by 227%, while the NCAA Women’s Basketball Championship saw a 51% bump in audience numbers. This active engagement directly influences sales, as Black fans demonstrate a 7% higher likelihood to purchase brands showcased in sponsorships as compared to general sports fans.

Overall, Nielsen's report calls for brands to embrace a more inclusive and strategic approach when engaging with Black audiences. To delve deeper into these insights, the full report is available for download, providing a treasure trove of strategies and data for marketers aiming to foster meaningful connections within this vital demographic. Following the ongoing dialogue around these trends on LinkedIn could also enhance understanding and application of these insights.

Since its inception in 2011, Nielsen's Diverse Intelligence Series has served as an essential resource for navigating the media preferences and trends of diverse audiences. For further information about the series, visit www.nielsen.com. Nielsen continues to lead the industry by providing actionable insights that empower brands to connect with audiences authentically, ensuring long-term loyalty and engagement.