Key stat: Black adults in the US spend 45.9% of their total TV time on streaming platforms—more than both cable (22.4%) and broadcast (21.8%) combined, according to July 2024 data from Nielsen.

Beyond the chart:

• Black consumers’ buying power is projected to reach $2.1 trillion by 2026, according to the Selig Center for Economic Growth.
• Over three-quarters (77%) of Black adults are more likely to buy from brands with ads featuring diverse people, lifestyles, and cultures, according to September 2024 data from Dentsu.

Use this chart: For marketers and media buyers, this chart is a cue to shift ad spend toward streaming platforms, especially those with high engagement like YouTube and FAST channels. Media strategists should also prioritize diverse, culturally relevant content and explore cross-platform campaigns that reflect how Black audiences consume media across devices.

Related EMARKETER reports:

• Black Consumers’ Digital Habits 2025 (EMARKETER subscription required)
• US Time Spent With Media 2025 Midyear Edition (EMARKETER subscription required)

Methodology: Data is from the January 2025 Nielsen report titled "Engaging Black Audiences: How Brands Impact, Grow and Win With Inclusion." The information in the report is based on multiple Nielsen measurement platforms, including Nielsen National TV Ratings (which is based on a sample of over 42,000 homes and over 100,000 real people selected based on area probability sampling), Nielsen Streaming Content Ratings, Nielsen Streaming Platform Ratings, Nielsen Scarborough, Nielsen Ad Intel, Nielsen Brand Impact, Nielsen Fan Insights, and Nielsen Media Impact.