With a buying power projected to reach an estimated $2.1 trillion by 20261, the economic influence of Black consumers in the U.S. is undeniable. Black Americans are not just a market segment—they are cultural innovators, trendsetters and key drivers of broader cultural change. Brands looking to connect with this demographic and make a meaningful impact will need to rethink their marketing strategies to prioritize authentic engagement and relevant representation. Let’s take a closer look at the media habits of Black audiences to help brands aiming to connect with these consumers in 2025.
黑人社区的一把钥匙
Mobile devices are more than just tools for communication in the Black community—they’re gateways to cultural expression, community connection and information access. As early adopters and digital trendsetters, Black Americans are spending significantly more time on their smartphones compared to the U.S. overall. In fact, Black adults dedicate 23 hours and 26 minutes weekly to smartphone apps and web browsing, nearly two hours more than the average American who spends 21 hours and 32 minutes.2
For marketers, this translates into an expanded window of opportunity to reach and connect with the Black community. It’s not merely about having more time to display ads, but rather about having more chances to engage in meaningful ways, to tell stories that resonate and to provide value that aligns with the community’s interests and needs. The higher engagement with mobile devices suggests a preference for mobile-first or mobile-optimized experiences among Black users and reflects the central role of mobile platforms in reaching and connecting with the Black community digitally. In fact, a recent Nielsen study showed Black consumers were most likely to buy from brands that engage them in a personalized way.
YouTube: Drawing Black viewers and informing purchase decisions
The landscape of media consumption among Black audiences is increasingly dominated by video-centric platforms, with YouTube taking center stage. Among Black audiences, YouTube has extended its reach to 63% of Black adults.3 While reach alone doesn’t tell the full story of engagement, this high percentage suggests that YouTube has become an ubiquitous presence in the media diet of Black adults.
YouTube, more than just entertainment, influences Black Americans’ consumer behavior and its impact on consumer purchasing decisions. A substantial portion of Black viewers—44.4%—report making purchases influenced by content they have encountered on the platform.4 YouTube’s ability to shape purchasing decisions surpasses that of traditional word-of-mouth recommendations and even outperforms other social media heavyweights like Facebook, Instagram and TikTok. Given YouTube’s significant reach and influence among Black viewers, the platform offers a valuable avenue for meaningful engagement.
播客提高了黑人听众对品牌的记忆度
收听播客的个人性质--通常是在上下班途中或在家的安静时刻通过耳机收听--促进了内容、广告和听众之间的紧密联系。事实证明，播客广告对黑人受众非常有效，不仅能吸引注意力，还能促进品牌回忆，激励听众采取行动。
Notably, Black podcast listeners show an edge in brand recall, with 73% remembering advertised brand names compared to 70% of listeners overall.5 Such strong recall rates highlight the resonance of podcast advertising within the Black community. In fact, 54% of Black listeners are more likely than overall listeners to buy when their favorite podcast hosts mention a brand’s product.7 Podcast content and hosts inspire listeners to explore advertised products or services further, potentially influencing purchasing decisions.
正如我们所探讨的那样，美国黑人的媒体消费模式横跨各种平台和内容类型。要了解这些模式，需要采取一种超越传统媒体指标的细致入微的方法。这需要对首选平台、内容参与模式以及黑人消费者花费媒体时间的数字环境进行彻底研究。在尼尔森，我们利用强大的受众情报工具和方法来发现这些有价值的见解以及更多。
To learn more about the media habits of Black audiences and how your brand can reach these connected consumers, download our 2025 Diverse Intelligence Series report “Engaging Black audiences: How brands impact, grow and win with inclusion.”
备注
1 Selig Center for Economic Growth
2 Nielsen Audience Measurement Data, Q2 2024
3 Nielsen Media Impact, July 2024
4 Nielsen Black Diaspora Study, powered by Toluna, 2023
5 Nielsen Podcast Brand Impact Norms Database, Q2 2024
6 Nielsen Fan Insights, May-October 2024, USA
7 Nielsen Attitudes on Ads Study, 2024
