NewsReport Shows Black Viewers Desire Content That Represents Them

Report Shows Black Viewers Desire Content That Represents Them

New reports are showing the growing demand for more diverse content from the demographic that’s watching the most television.

New reports are showing the growing demand for more diverse content from the demographic that’s watching the most television.

Nielsen’s Diverse Intelligence Series released a new report that found the unprecedented levels of engagement and impact Black audiences have on media. Dubbed “The global Black audience: Shaping the future of media,” the report discovered that Black consumers dedicate more than 81 hours per week to media consumption, a figure that’s 31.8% higher than the general population.

While Black viewers account for the largest percentage of TV consumers, 43% of Black respondents across five countries (including U.S., Brazil, Nigeria, U.K., and South Africa) are seeking more representation of themselves on television. Black audiences also want to see themselves represented in advertising that’s targeted towards them.

Within the United States, 67% of Black viewers express a desire for increased representation of their identity group when watching television. The demand continues in other countries.

“Brands and programmers trying to connect with Black America have their work cut out for them to push beyond ‘urban’ and represent the spectrum of African American traditions as well as emerging nuance from the expanding Black immigrant and Black first-generation perspectives,” Charlene Polite Corley, Vice President, Diverse Insights & Partnerships, Nielsen said.

“When considering any kind of engagement with Black audiences, it’s key to remember that Black culture is vast and expansive, and the global exchange of influence needs to be taken into account.”

Other key findings include Black Millennials heavy reliance on social media for news content rather than television, with many even feeling local television doesn’t share reliable news. Black audiences are also consuming TV content through cable-free options like streaming apps.

Source: Black Enterprise

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