According to a new report from Horowitz Research, the majority of Black audiences are looking for platforms that offer culturally applicable content, with SVOD and ad-supported free streaming TV leading the way.
The report, Focus Black Volume I: Subscriptions 2024, found that content targeting Black audiences is vital to more than six in ten Black households. The survey of 559 adult audiences of Black TV content, conducted in March and April, also found that as classic cable or satellite subscriptions decline, subscription streaming penetration has remained robust among Black households.
Also read: FAST channels temporarily favor African-American viewers
About two-thirds of the audience for black TV content subscribes to at least one subscription VOD service, with Netflix and Prime Video topping the list. In addition, more than 40% of the Black audience has at least one SVOD service geared toward the Black community, such as BET Plus, Zeus or ALLBLK, according to Horowitz, a research department at M/A/R/C.
The study also reports that 75% of Black audiences use FAST services, compared to 67% of all consumers in the market, five times more than in 2019, when only 13% of Black families reported those services. a 25% increase in overall market usage over the same period.
Also read: Horowitz Research to resume Cultural Perspectives Forum in November
“Culturally applicable content has been a vital piece of the media pie for Black audiences,” said Adriana Waterston, executive vice president of insights and strategy at Horowitz Research. “With retention being a challenge in the SVOD and vMVPD spaces and engagement being a challenge for FAST/AVOD, delivering premium black content can be a vital differentiator. ”
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