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BLACK CONSUMER SURVEY
WAVE 4 - MEDIA + ENTERTAINMENT
WINTER 2023
B L A C K C O N S U M E R P R OJ E C T 1
Background
The Black Consumer Project
About the Creators
Methodology
Black America At a Glance
Executive Summary
Time Spent
Sports Fandom
Black Gamers
Creator Story
Smart Marketing Moves
Appendix
2
TABLE OF CONTENTS_
3
4
5
6
7
8
14
21
28
35
39
2
Black Consumer Project is an in-depth, multi-wave study of the
economic and cultural contributions of Black Americans. This
community has more buying power than ever, and our goal is to
uncover the unique perspectives, behaviors, and preferences of Black
and African-American consumers.
PROJECT OVERVIEW_
3
Wave 1
The
fi
rst wave explored core values, personal goals, layers of
identity and de
fi
nitions of success.
Wave 2
The second wave explored banking behaviors,
fi
nancial
perceptions and aspirations for the future.
Wave 3
The third wave explored the intersections of health, wellness and
lifestyle from a mindset and behavioral lens.
Wave 4
This fourth and
fi
nal wave explores media consumption, behaviors
and the power of creators.
WAVE 4 - MEDIA + ENTERTAINMENT
Quantasy + Associates is a full-service marketing agency that
builds brands by pushing culture in the right direction. We
operate at the intersection of Advertising + Content, Solutions +
Strategies, Platforms + Technology, and In
fl
uence + Talent. For
over a decade, our work has driven incremental revenue, equity,
and in
fl
uence for some of the world’s most iconic brands.
ThinkNow is a technology-driven consumer market research
company that focuses on uncovering Hispanic, Asian, and
African-American consumer insights as well as Total Market
insights that require multicultural expertise. We’re focused on
culturally diverse consumers because half the children born in the
U.S. each year are multicultural, and this trend will accelerate.
4
ABOUT US_
WAVE 4 - MEDIA + ENTERTAINMENT 4
FIELD DATE
SURVEY METHOD
SCREENING CRITERIA
BASE SIZES
11/7/2022 - 11/20/2022
Online
Blacks n=1,066
Non-Blacks n=509
18+ years of age
Self-identi
fi
ed as Black/
African American
METHODOLOGY_
WAVE 4 - MEDIA + ENTERTAINMENT 5
INCREASING INFLUENCE
GEOGRAPHIC DISTRIBUTION
The median age of Black Americans is 32 —
six years younger than the national median
age. More than 1 out of every 3 Black
Americans is under the age of 22. As they
enter their peak earning years, they’ll play a
key role in reshaping our economy, forcing
companies to reexamine how they do
business.
2020 U.S. Census; Pew Research Center, 2019 American Community Survey; Nielsen, The Power of the Black Community, 2020; Selig Center for Economic Growth, June 2021
HOUSEHOLD INCOME
Gen Alpha
Gen Z
Millennial
Gen X
Baby Boomer
Silent / Greatest
6M 9M 12M
3M
10%
25%
23%
19%
18%
5%
10%
56%
17%
17%
GENERATIONAL DISTRIBUTION
Although the majority are descendants of
slavery, there is an increasing number of
foreign-born and descendants of immigrants.
The Black population has risen in the U.S., but
there has been a more dramatic increase
among the foreign-born. As of 2019, they make
up 10% of the Black population, which is a 90%
increase since 2000. Most foreign-born are
Caribbean, and over 1M identify as Afro-Latino.
MEDIAN AGE
COUNTRY OF ORIGIN
According to the 2020 Census, the Black
population has increased by 5.6% over the past
decade. Those who identify as Black in
combination with another race group increased
by 88.7%. With a population of 46.9 million, Black
Americans also wield an impressive $1.4T in
buying power.
The median HHI for Black Americans was
$44,000 in 2019, meaning just under half of all
households (46%) were earning more than
$50,000 a year. Those earning more than
$100,000 represent 18% of the overall Black
population. Education has increased signi
fi
cantly
as well with the population of those with a
bachelor’s degree (23%), doubling since 2010.
BLACK AMERICA AT A GLANCE
SNAPSHOT_
WAVE 4 - MEDIA + ENTERTAINMENT 6
When we launched the Black Consumer Project in the fall of
2021, we set out to tell the story of Black Americans. This is a
story rooted in a legacy of Black excellence and fueled by a new
generation of innovators, entrepreneurs and thought-leaders.
What we uncovered was an incredibly diverse set of interests,
experiences and beliefs that not only shift and shape the Black
community, but also have a ripple e
ff
ect on all communities.
EXECUTIVE SUMMARY_
Despite centuries of challenges and setbacks, Black Americans
continue to rise, thrive and evolve. In our Wave 1 report, we
explored their deep connections to ethnicity & culture. In Wave 2,
their outlook on money and personal
fi
nance. In Wave 3, their
beliefs and behaviors on health and wellness. As each chapter of
this story unfolds, we learn more about a segment that is focused
on the future and fueled by their collective potential.
In this fourth and
fi
nal wave, we dig deeper into media —
exploring the unique mindsets, behaviors and aspirations that are
shaping the entertainment landscape for Black Americans.
This report features 5 key chapters:
1. Time Spent
2. Sports Fandom
3. Black Gamers
4. Creator Story
5. Smart Marketing Moves
WAVE 4 - MEDIA + ENTERTAINMENT 7
8
NARRATIVE #1
TIME SPENT
WAVE 4 - MEDIA + ENTERTAINMENT
For decades, studies have shown that Black Americans over index
for content consumption when compared to other ethnic
segments. From television to music to gaming, entertainment
plays a major role in the lives of Black people across the nation.
What is important to keep in mind, however, is that it represents so
much more than an escape from the daily grind.
For Black Americans, media and entertainment provide
opportunities to stay informed, inspired, and connected to one
another. We travel to distant lands, learn new skills, dream about
our futures, cope with shared losses and celebrate our shared
victories through media platforms.
In this chapter, we’ll take a look at how Black Americans consume
media and entertainment content on a daily basis.
ENTERTAINMENT IS
EVERYTHING
9
TIME SPENT | EXECUTIVE SUMMARY_
WAVE 4 - MEDIA + ENTERTAINMENT
Non-
Black
Black
Watching Broadcast TV 3.4 hours 3.8. hours
Watching online streaming services 2.6 hours 3.6 hours
Playing a video game online or on a video game console 1.9 hours 2.6 hours
Viewing/engaging with others on social media 1.9 hours 2.9 hours
Listening to podcasts 1.0 hour 1.5 hours
Listening to broadcast radio 1.4 hours 1.8 hours
Watching videos online 1.9 hours 3.0 hours
Listening to music online 2.0 hours 3.0 hours
Q1. Thinking about a typical day, about how much time do you spend on each of the following activities?
TIME SPENT | DAILY LIVES
10
With the exception of Broadcast TV, Black Americans consume signi
fi
cantly more
media and entertainment content that non-Black Americans. While most of the
digital consumption is being driven by Millennials and Gen Z, Black Americans over
the age of 55 are still consuming over 5 hours of digital content on a daily basis.
ENTERTAINMENT IS A MAJOR PART OF BLACK AMERICANS’ DAILY LIVES
WAVE 4 - MEDIA + ENTERTAINMENT
18-24: 3.6 hours
25-39: 3.5 hours
40-54: 2.3 hours
55+: 1.2 hours
18-24: 4.1 hours
25-39: 3.9 hours
40-54: 3.0 hours
55+: 1.5 hours
Black Americans are
spending an additional
6 hours a day engaging
with entertainment
content compared to
non-Black Americans.
Black men spend 3
more hours a day
engaging with media
than Black women do.
CONTENT IS KING I FULLY ENGAGED
When consuming content, we’re not always fully engaged. Yet, when it comes to
listening to music and watching broadcast TV, Black Americans are much more likely
to be fully engaged compared to their non-Black counterparts.
PASSIVE VS. FULLY ENGAGED CONTENT CONSUMPTION
WAVE 4 - MEDIA + ENTERTAINMENT
Play a video game
online or on video
game console
Watch online
streaming services
Watch videos online
Watch broadcast TV
(cable/satellite/over-
the-air antenna)
Listen to music
online/streaming
Listen to podcasts
Listen to broadcast
radio 30%
48%
40%
42%
50%
54%
62%
32%
42%
49%
49%
53%
57%
59%
Blacks Non-Blacks
Q1a.9. How ‘engaged’ you usually are when doing this activity. (Fully Engaged Summary)
11
TIME SPENT | VIDEO CONTENT
12
More than 6 out of 10 Black Americans are watching TV programming via streaming
services. Despite the subscription costs associated with many of the most popular
streaming services, this is consistent across income levels as well as gender. Not
surprisingly, we do see a steep drop-o
ff
in streaming usage when we look at Black
Americans who are over the age of 55 versus those who are 54 and under.
THE MAJORITY OF TELEVISION CONTENT IS BEING CONSUMED ONLINE
WAVE 4 - MEDIA + ENTERTAINMENT
44% 13% 62%
CABLE TV SERVICE SATELLITE TV SERVICE STREAMING SERVICE OVER-THE-AIR ANTENNA OTHER / NONE
20% 7%
18-24: 79%
25-39: 74%
40-54: 69%
55+: 35%
56% of non-Black
Americans are using
streaming platforms
to watch TV
programming.
Q2. Which of the following do you use to watch TV programming?
12
https://upload.wikimedia.org/wikipedia/commons/0/08/Net
25-39: 26%
40-54: 19%
55+: 10%
LGBTQ+:
28%
Women: 77%
Men: 69%
BLACK AMERICANS ARE WATCHING ONLINE/STREAMING SERVICES AT ABOUT THE SAME RATE AS OTHER SEGMENTS
As with all Americans, Net
fl
ix and Amazon Prime are the two most cited sources of streaming content. Of the
subscription-based platforms, Peacock is used at a slightly higher rate, especially by Black Gen X. Black Millennials
drive the most ESPN+ use for the segment.
WAVE 4 - MEDIA + ENTERTAINMENT
18-24: 35%
25-39: 38%
40-54: 53%
55+: 38%
TIME SPENT | ONLINE/STREAMING
White: 44%
Asian: 56%
Hispanic: 52%
Q3. What online/streaming services do you use, if any?
13
SPORTS
FANDOM
14
WAVE 4 - MEDIA + ENTERTAINMENT
NARRATIVE #2
15
SPORTS | EXECUTIVE SUMMARY_
While Black Americans dominate representation in some sports
like football and basketball, they do not in most of all other
regulated sports. As we learned in Wave 1 of the Black Consumer
Project, representation drives viewership, social currency, and
cultural impact. In recent decades, cultural icons in less
traditionally “Black sports” like tennis, golf and gymnastics are
broadening the landscape for a new generation of fans.
Black Americans are not only watching, but engaging in a
multitude of di
ff
erent ways. In this chapter, we’ll explore which
sports the segment is following and how they interact with them.
BLACK FANS MAKE
OR BREAK SPORTS
WAVE 4 - MEDIA + ENTERTAINMENT
Gen Z is not following sports as closely as
Millennials or other previous generations.
1.
Black Non-Black 18-24 25-39 40-54 55+’
National Football League 48% 38% 32% 44% 53% 56%
College Football 31% 25% 22% 33% 30% 32%
National Basketball Association 42% 20% 34% 44% 45% 41%
College Basketball 28% 15% 22% 29% 27% 30%
Major League Baseball 21% 25% 13% 19% 22% 26%
College Baseball 12% 9% 18% 15% 11% 8%
International Soccer 7% 11% 5% 10% 10% 3%
NASCAR 9% 15% 8% 11% 9% 7%
Professional Boxing 20% 10% 12% 25% 21% 15%
Track & Field (Professional or College) 16% 5% 6% 15% 16% 21%
Professional Tennis 12% 9% 6% 12% 11% 17%
16
BLACK AMERICANS OVER INDEX FOR WATCHING OR CLOSELY FOLLOWING MOST SPORTS
SPORTS | SPECTATORS
WAVE 3 - HEALTH + WELLNESS
Black
Foreign-
Born: 19%
Q12. Which of the following sports do you watch/follow closely?
Football, Basketball and Boxing are some
of the top watched sports for Millennials.
2. Even college sports capture a signi
fi
cantly
higher share of Black fans than non-Black.
3.
16
SPORTS I FOOTBALL
17
WATCHING AND CHECKING HIGHLIGHTS ARE THE TOP INTERACTIONS FOR SPORTS
WAVE 4 - MEDIA + ENTERTAINMENT
18-24
25-39
40–54
55+ 92%
86%
85%
83%
18-24
25-39
40–54
55+ 14%
25%
26%
36%
18-24
25-39
40–54
55+ 24%
36%
41%
38%
18-24
25-39
40–54
55+ 12%
29%
45%
48%
18-24
25-39
40–54
55+ 40%
56%
59%
52%
Watch games on broadcast
TV or online/streaming
Attend games in person
Read online content about the sport
View/engage with others about
the sport on social media
Check scores/highlights online
Black 30%
Black
LGBTQ+
46%
Q13.1. How do you watch/follow/interact with the National Football League?
However, young Black Americans are more likely to be attending games in person and engaging over social.
SPORTS BASKETBALL
18
Those more a
ffl
uent are more likely to check the scores,
engage on social and read online about basketball.
MORE MONEY, MORE ENGAGEMENT
WAVE 4 - MEDIA + ENTERTAINMENT
Attend games in person
non-Black
41%
20%
Black
26%
Foreign-Born Black
Read online content about the sport
View/engage with others about the
sport on social media
Check scores/highlights online
<$30K
$30K-59K
$60K-99K
$100K+ 43%
47%
35%
23%
<$30K
$30K-59K
$60K-99K
$100K+ 57%
50%
37%
34% <$30K
$30K-59K
$60K-99K
$100K+ 61%
66%
52%
47%
Black Americans are slightly more likely to attend a basketball
game in person, but foreign born Blacks are the most likely.
Q13.3. How do you watch/follow/interact with the National Basketball Association?
GEOGRAPHY PLAYS A ROLE IN BOXING INTERACTIONS
Black Americans in the Northeast are most likely to watch
professional boxing on TV but those in the West are more likely to
attend a boxing match in person.
Foreign-born Blacks are the most likely to attend a professional
boxing match in person.
WAVE 3 - HEALTH & WELLNESS
SPORTS I BOXING
Watch matches on broadcast TV or online/streaming
West
Midwest
Northeast
South 84%
91%
69%
74%
Attend matches in person
West
Midwest
Northeast
South 21%
12%
15%
43%
19
Attend matches in person
50%
Black foreign-born
21%
Black U.S.- born
Q13.11. How do you watch/follow/interact with Professional Boxing?
SPORTSI GAMING
Video games are another way to experience and interact, and Black Americans are
more likely to be playing
fi
ghting or sports video games. Racing and driving video games
are played at a similar rate but more a
ffl
uent Blacks are playing at a higher rate.
BLACK AMERICANS SEEK A FULL 360 EXPERIENCE WHEN IT COMES TO SPORTS
WAVE 4 - MEDIA + ENTERTAINMENT
Fighting Sports Racing/Driving
25%
27%
25% 26%
35%
36%
Blacks Non-Blacks
<$30K: 23%
$30-59K: 24%
$60-99K: 34%
$100K+: 45%
Men: 53%
Women: 16%
18-24: 49%
25-39: 44%
40-54: 37%
55+: 10%
Q22. What types of video games do you usually play?
20
21
NARRATIVE #3
BLACK
GAMERS
WAVE 4 - MEDIA + ENTERTAINMENT
GAME ON
22
BLACK GAMERS | EXECUTIVE SUMMARY_
Games have been a core aspect of the Black cultural
fabric for generations. So it comes as no surprise that the
majority of Black Americans spend at least some of their
weekly time playing games on their phones, web
browsers, consoles and portable devices.
Unfortunately, the gaming industry is far from a safe and
equitable environment. While conversation volume
around representation of Black creators, Black characters,
Black eSport professionals, and even HBCU tournaments
has increased signi
fi
cantly in the past few years, there is
still a long way to go.
Despite these challenges, gaming continues to be a very
popular pastime for Black Americans. In this section, we’ll
explore more.
WAVE 4 - MEDIA + ENTERTAINMENT
Console systems
23
While Gen Z and Millennials spend the most time gaming, Black Americans
across all ages and income levels frequently turn to video games for
entertainment. Mobile games are the most commonly played.
Q20.7. Thinking about a typical 7-day week, about how many hours do you
spend on any of these video-game related activities?
THE MAJORITY OF BLACK AMERICANS ARE PLAYING
VIDEO GAMES ON A WEEKLY BASIS
Video Game Consoles take the
2nd spot, with Black Americans
spending 2.7 hours gaming
on them.
On average, Black Americans
spend 1.9 hours gaming on a
Laptop, Desktop or Steam Deck.
1. 2. 3.
TIME SPENT | BLACK GAMERS
With the highest household
penetration, it’s no surprise that
smartphones take the top spot with
3.2 weekly gaming hours.
66% of all Black
Americans are
gaming every week.
Gen Z spends the
most time at 16.5
weekly hours.
WAVE 4 - MEDIA + ENTERTAINMENT
25-29: 14.9 hours
40-54: 11.3 hours
55+: 5.1 hours
24
Q21. Which of the following best describes you when it comes to playing video games?
YET THEY CONSIDER THEMSELVES CASUAL GAMERS
TIME SPENT | BLACK GAMERS
Non-Player
Casual Player
Core Player
Hardcore Player
Professional Player 6%
14%
26%
43%
11%
Even though Black Americans are playing on a weekly basis, they
do not consider themselves hardcore or professional players. This
was consistent with self-perceptions of other ethnic groups, with
the exception of Hispanics, who were more likely to consider
themselves casual players.
WAVE 4 - MEDIA + ENTERTAINMENT
CONTENT IS KING I PLAYING VIDEO GAMES
25
WAVE 4 - MEDIA + ENTERTAINMENT
1 out of 3 Black
Gen Z and Millennial
gamers are most likely
to be playing with
friends in person.
By Myself Friends In Person Friends Online Family In Person Family Online Random Gamers Online
18%
20%
16%
35%
18%
46%
17%
19%
27%
28%
25%
49%
Blacks Non-Blacks
Q23. Who are you most likely to play video games with?
Like many other forms of content, Black Americans enjoy
experiencing it together. When compared to non-Black audiences,
Black gamers who spend at least an hour a week playing video games
are signi
fi
cantly more likely to be playing in person with family or friends.
VIDEO GAMES ARE BETTER IN PERSON
Q20. Thinking about a typical 7-day week, about how many hours do you spend on any of these
video-game-related activities? Watching others (experts, competitors) play video games either
online (Twitch or YouTube) or in person at events/gatherings.
26
Black Americans are more likely than any other ethnic group to be
watching others play video games (either online or in person) on a
weekly basis. On average, Black Americans spend more than 90 minutes
watching gaming content each week.
VIDEO GAMES ARE ENTERTAINING EVEN WHEN YOU’RE NOT PLAYING
WAVE 4 - MEDIA + ENTERTAINMENT
Black Non-Black
I spend at least one hour
a week watching others
play video games
All Ages 18-24 25-39 40-54 55+
Black 38% 63% 54% 36% 12%
Non-Black 32% 52% 60% 37% 3%
Black Gen Z spends
an average of 2.8 hours
a week watching
others play games
compared to 1.7 hours
for non-Black Gen Z.
CONTENT IS KING I WATCHING VIDEO GAMES
58% of Black LGBTQ
spend at least one
hour a week
watching others
play video games.
Q20a. Thinking about watching others play video games, please indicate where you
spend the majority of your time watching people play games.
27
YouTube and Twitch are the most popular destinations for Black Americans
watching video games. While they’re less likely than non-Black Americans to
be watching via Twitch, they’re more likely to be watching via YouTube.
YOUTUBE IS THE TOP SPOT FOR WATCHING
GAMERS PLAY ONLINE
CONTENT IS KING I YOUTUBE REIGNS SUPREME
Black Non-Black
Watches Gamers
Play on YouTube
61%
71%
WAVE 4 - MEDIA + ENTERTAINMENT
Watches Gamers
Play on Twitch
19%
14%
28
NARRATIVE #4
CREATOR
STORY
WAVE 4 - MEDIA + ENTERTAINMENT
BLACK CREATORS
MATTER
THE CREATOR STORY | EXECUTIVE SUMMARY_
While content creators are not new, the economy that
encompasses them continues to grow at an
exponential rate. Black Americans are a driving force
for social media, not only consuming at high rates, but
creating at high rates and constantly setting new
trends into motion. The unfortunate reality is we are
not always given credit where it’s due.
In this chapter, we’ll learn more about how Black
creators are navigating and monetizing in today’s
creator economy, and we’ll learn more about the
subsegment of the Black community that’s leading
the way.
WAVE 4 - MEDIA + ENTERTAINMENT 29
Q3. What online/streaming services do you use, if any?
Q4. If you listen to music online/streaming, what services/platforms do you use?
30
From
fi
nancial guidance to health tips and hilarious shorts to the latest music, YouTube
is a highly-relevant platform for Black Americans. It outperforms every other streaming
music provider including Spotify, Apple Music and Pandora. YouTube also outperforms
all streaming video platforms with the exception of Net
fl
ix and Amazon Prime.
YOUTUBE IS A GO-TO SOURCE FOR BLACK AMERICANS
SEEKING ENTERTAINMENT CONTENT
YouTube is the #3 streaming
video platform and #1 music
streaming platform for all
Black Americans - including
those earning more than
$100K annually.
Watches video
content on
YouTube (free)
46%
55%
Listens to YouTube
Music for streaming
music content
32%
44%
THE CREATOR STORY I YOUTUBE REIGNS SUPREME
Black
Non-Black
WAVE 4 - MEDIA + ENTERTAINMENT
Non-Black Black LGBTQ+
Facebook 69% 70% 65%
YouTube 54% 68% 70%
Instagram 41% 50% 52%
TikTok 33% 40% 55%
Snapchat 23% 27% 40%
Pinterest 23% 22% 31%
Reddit 14% 14% 20%
Twitter 28% 32% 42%
LinkedIn 19% 17% 13%
Discord 10% 8% 16%
Q5. What social media platforms do you use, if any?
THE CREATOR STORY I SOCIAL MEDIA USE
31
While young Black Americans tend to drive more social media use, Black LGBTQ+ are the most
likely to be using social media than Black Americans overall. YouTube, Instagram and TikTok
are a few platforms more often used by Black LGBTQ+ and Black Americans overall.
SOCIAL MEDIA IS ALSO A TOP SOURCE OF ENTERTAINMENT
WAVE 4 - MEDIA + ENTERTAINMENT
18-24: 58%
25-39: 39%
40-54: 22%
55+: 4%
18-24: 83%
25-39: 74%
40-54: 70%
55+: 53%
18-24: 48%
25-39: 41%
40-54: 29%
55+: 19%
Non-Black LGBTQ+ Black
Facebook 70% 58% 64%
YouTube 28% 42% 39%
Instagram 48% 49% 47%
TikTok 34% 39% 34%
Snapchat 23% 27% 24%
Pinterest 11% 18% 10%
LinkedIn 9% 24% 10%
Q7. Have you created or posted any original content of your own on social media in the past 30 days? (Yes)
Q7a. On which online platforms have you created content in the past 30 days?
THE CREATOR STORY I CONTENT CREATION
32
Black LGBTQ+ are also more likely to have created content in the past 30 days. Instagram and
LinkedIn are a couple of the more popular platforms for Black LGBTQ+ to create content for.
BLACK MILLENNIALS ARE THE MOST LIKELY TO HAVE CREATED CONTENT IN THE PAST 30 DAYS
WAVE 4 - MEDIA + ENTERTAINMENT
Yes I’ve created social content in the past 30 days.
64%
Black LGBTQ+
50%
Black
Yes I’ve created social
content in the past 30 days.
23%
18-24
62%
25-39
66%
55+
50%
40-54
Q8. Do you consider yourself a social media influencer? (Yes)
THE CREATOR STORY I INFLUENCER
33
WAVE 4 - MEDIA + ENTERTAINMENT
BLACK MEN AND
LGBTQ+ ARE MORE
LIKELY TO CONSIDER
THEMSELVES SOCIAL
MEDIA INFLUENCERS
64%
44%
LGBTQ+ BLACK
49%
BLACK MEN BLACK
WOMEN
38%
NON-BLACK
41%
Q8a. Are you monetizing your content?
THE CREATOR STORY | MONETIZATION
34
While Black and non-Black Americans are monetizing and not monetizing at
similar rates, Black LGBTQ+ remain outliers and are even more likely to be cashing
in on content. Black Gen Z are also more likely than non-Black Gen Z, and Black
men also claim to be monetizing more often than Black women.
BLACK LGBTQ+ LEAD THE CHARGE ON CONTENT MONETIZATION
30%
Women
41%
Men
Black Non-Black
Yes, I am monetizing
LGBTQ+
36% 35% 49% 65% 52% 50%
No / No, I am not monetizing
but I’m planning to
18-24: 44% 18-24: 21%
WAVE 4 - MEDIA + ENTERTAINMENT
Black Non-Black LGBTQ+
35
SMART
MARKETING
MOVES
NARRATIVE #4
WAVE 4 - MEDIA + ENTERTAINMENT
36
Q10. Do you actively seek out entertainment (TV, online content,
social media, movies) that is culturally relevant to you? (Any Yes)
83%
77%
66%
BLACK ASIAN HISPANIC
CULTURALLY RELEVANT
CONTENT IS CRITICAL
Across the board, Black Americans are
always on the hunt for content that is
relevant to their cultural and ethnic identity.
? Black <$30K: 81%
? Black $30-59K: 83%
? Black $60-99K: 89%
? Black $100K+: 88%
SMART MARKETING MOVES | CULTURALLY RELEVANT CONTENT
18-24: 85%
25-39: 86%
40-54: 84%
55+: 80%
WAVE 4 - MEDIA + ENTERTAINMENT
SMART MARKETING MOVES | BRAND VALUE ALIGNMENT
37
Q11. How important is it to follow brands/companies on social media that align with your values? (Very Important or Somewhat Important)
50%
Black
< $30K $30-$59K $60-$99K $100K+
42% 55% 59% 64%
BLACK AMERICANS ARE MORE LIKELY TO CONSIDER
A BRAND’S VALUES BEFORE THEY HIT THE FOLLOW BUTTON.
THE IMPORTANCE INCREASES WITH HOUSEHOLD INCOME
WAVE 4 - MEDIA + ENTERTAINMENT
40%
Non-Black
FOCUS ON WOMEN CREATORS SPORTS IRL
Across the board, we’re seeing Black men claim
they’re monetizing on content more often than
Black women, yet Black women are usually behind
the calls for proper credit and compensation of
Black content creators. Elevate Black women
content creators by partnering with them more
often and crediting them whenever appropriate.
PEACOCK VS. DISNEY+
Black Americans are
more likely than other
segments to be
streaming Peacock vs.
Disney+ where they’re
least likely. Peacock
launched with a slew of
great, dedicated
representations for
Black audiences, like
“Bel-Air” and “The
Amber Ru
ffi
n Show.”
Black representation is
key, but it also needs to
be consistently showing
up in a variety of
options.
YOUTUBE
Black Americans are
more engaged when
watching videos online
or listening to music
online and YouTube is
one of the top go-to
destinations for both
of those activities.
Consider going
beyond using it as a
media outlet, and
viewing YouTube as a
space to co-create
your brand in fresh
and relevant ways.
Younger generations are more likely to attend sporting events in person and
culturally relevant content is critical - which is why sports like basketball and
football rank so highly for Black Americans. NASCAR, for example, is continuing to
make strides in its e
ff
ort to diversify through programs and big-name talent. An
additional solution to consider are enter-to-win or other types of opportunities that
physically get young people to the tracks to watch in real time. They’ll organically
promote their experience and the sport at the same time.
38
SMART MARKETING MOVES | TOP 4_
WAVE 4 - MEDIA + ENTERTAINMENT
APPENDIX
39
WAVE 3 - HEALTH + WELLNESS
WILL CAMPBELL MELANIE WILLIAMS ROY EDUARDO KOKOYACHUK
Co-Founder and CEO
Quantasy + Associates
40
CARLOS YANEZ
EVP, Head of Strategy
Quantasy + Associates
Co-Founder and Principal
ThinkNow
CSVP, Custom Research
ThinkNow
OUR LEADERS_
WAVE 4 - MEDIA + ENTERTAINMENT
41
Blacks (A) Non-Blacks (B)
Gender
Male 49% 46%
Female 51% 52%
Age
18-24 12%B 6%
25-39 34% 34%
40-54 26% 20%
55+ 29% 39% A
Born in U.S 90% 89%
Race/Ethnicity
Black, African American 100% --
Asian/Pacific Islander 0% 7% A
American Indian or Alaska
Native
2% 4% A
White 2% 82% A
Hispanic 8% 21% A
(n=1066) (n=509)
LGBTQ+ 10% 10%
People w/ Disability 22% 20%
Blacks (A) Non-Blacks (B)
Region
Northeast 18% 19%
Midwest 17% 21%
South 56% B 34%
West 10% 26% A
Marital Status
Single 48%B 25%
Married or living with partner 28% 45% A
Separated/divorced/widowed 10% 13%
Employment
Employed (net) 59% 55%
Retired 15% 26%A
Household income
Mean (in thousands) $43,299 $53,397
DEMOGRAPHICS_
WAVE 4 - MEDIA + ENTERTAINMENT

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Black Consumer Project Wave 4 - Media + Entertainment

  • 1. BLACK CONSUMER SURVEY WAVE 4 - MEDIA + ENTERTAINMENT WINTER 2023 B L A C K C O N S U M E R P R OJ E C T 1
  • 2. Background The Black Consumer Project About the Creators Methodology Black America At a Glance Executive Summary Time Spent Sports Fandom Black Gamers Creator Story Smart Marketing Moves Appendix 2 TABLE OF CONTENTS_ 3 4 5 6 7 8 14 21 28 35 39 2
  • 3. Black Consumer Project is an in-depth, multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African-American consumers. PROJECT OVERVIEW_ 3 Wave 1 The fi rst wave explored core values, personal goals, layers of identity and de fi nitions of success. Wave 2 The second wave explored banking behaviors, fi nancial perceptions and aspirations for the future. Wave 3 The third wave explored the intersections of health, wellness and lifestyle from a mindset and behavioral lens. Wave 4 This fourth and fi nal wave explores media consumption, behaviors and the power of creators. WAVE 4 - MEDIA + ENTERTAINMENT
  • 4. Quantasy + Associates is a full-service marketing agency that builds brands by pushing culture in the right direction. We operate at the intersection of Advertising + Content, Solutions + Strategies, Platforms + Technology, and In fl uence + Talent. For over a decade, our work has driven incremental revenue, equity, and in fl uence for some of the world’s most iconic brands. ThinkNow is a technology-driven consumer market research company that focuses on uncovering Hispanic, Asian, and African-American consumer insights as well as Total Market insights that require multicultural expertise. We’re focused on culturally diverse consumers because half the children born in the U.S. each year are multicultural, and this trend will accelerate. 4 ABOUT US_ WAVE 4 - MEDIA + ENTERTAINMENT 4
  • 5. FIELD DATE SURVEY METHOD SCREENING CRITERIA BASE SIZES 11/7/2022 - 11/20/2022 Online Blacks n=1,066 Non-Blacks n=509 18+ years of age Self-identi fi ed as Black/ African American METHODOLOGY_ WAVE 4 - MEDIA + ENTERTAINMENT 5
  • 6. INCREASING INFLUENCE GEOGRAPHIC DISTRIBUTION The median age of Black Americans is 32 — six years younger than the national median age. More than 1 out of every 3 Black Americans is under the age of 22. As they enter their peak earning years, they’ll play a key role in reshaping our economy, forcing companies to reexamine how they do business. 2020 U.S. Census; Pew Research Center, 2019 American Community Survey; Nielsen, The Power of the Black Community, 2020; Selig Center for Economic Growth, June 2021 HOUSEHOLD INCOME Gen Alpha Gen Z Millennial Gen X Baby Boomer Silent / Greatest 6M 9M 12M 3M 10% 25% 23% 19% 18% 5% 10% 56% 17% 17% GENERATIONAL DISTRIBUTION Although the majority are descendants of slavery, there is an increasing number of foreign-born and descendants of immigrants. The Black population has risen in the U.S., but there has been a more dramatic increase among the foreign-born. As of 2019, they make up 10% of the Black population, which is a 90% increase since 2000. Most foreign-born are Caribbean, and over 1M identify as Afro-Latino. MEDIAN AGE COUNTRY OF ORIGIN According to the 2020 Census, the Black population has increased by 5.6% over the past decade. Those who identify as Black in combination with another race group increased by 88.7%. With a population of 46.9 million, Black Americans also wield an impressive $1.4T in buying power. The median HHI for Black Americans was $44,000 in 2019, meaning just under half of all households (46%) were earning more than $50,000 a year. Those earning more than $100,000 represent 18% of the overall Black population. Education has increased signi fi cantly as well with the population of those with a bachelor’s degree (23%), doubling since 2010. BLACK AMERICA AT A GLANCE SNAPSHOT_ WAVE 4 - MEDIA + ENTERTAINMENT 6
  • 7. When we launched the Black Consumer Project in the fall of 2021, we set out to tell the story of Black Americans. This is a story rooted in a legacy of Black excellence and fueled by a new generation of innovators, entrepreneurs and thought-leaders. What we uncovered was an incredibly diverse set of interests, experiences and beliefs that not only shift and shape the Black community, but also have a ripple e ff ect on all communities. EXECUTIVE SUMMARY_ Despite centuries of challenges and setbacks, Black Americans continue to rise, thrive and evolve. In our Wave 1 report, we explored their deep connections to ethnicity & culture. In Wave 2, their outlook on money and personal fi nance. In Wave 3, their beliefs and behaviors on health and wellness. As each chapter of this story unfolds, we learn more about a segment that is focused on the future and fueled by their collective potential. In this fourth and fi nal wave, we dig deeper into media — exploring the unique mindsets, behaviors and aspirations that are shaping the entertainment landscape for Black Americans. This report features 5 key chapters: 1. Time Spent 2. Sports Fandom 3. Black Gamers 4. Creator Story 5. Smart Marketing Moves WAVE 4 - MEDIA + ENTERTAINMENT 7
  • 8. 8 NARRATIVE #1 TIME SPENT WAVE 4 - MEDIA + ENTERTAINMENT
  • 9. For decades, studies have shown that Black Americans over index for content consumption when compared to other ethnic segments. From television to music to gaming, entertainment plays a major role in the lives of Black people across the nation. What is important to keep in mind, however, is that it represents so much more than an escape from the daily grind. For Black Americans, media and entertainment provide opportunities to stay informed, inspired, and connected to one another. We travel to distant lands, learn new skills, dream about our futures, cope with shared losses and celebrate our shared victories through media platforms. In this chapter, we’ll take a look at how Black Americans consume media and entertainment content on a daily basis. ENTERTAINMENT IS EVERYTHING 9 TIME SPENT | EXECUTIVE SUMMARY_ WAVE 4 - MEDIA + ENTERTAINMENT
  • 10. Non- Black Black Watching Broadcast TV 3.4 hours 3.8. hours Watching online streaming services 2.6 hours 3.6 hours Playing a video game online or on a video game console 1.9 hours 2.6 hours Viewing/engaging with others on social media 1.9 hours 2.9 hours Listening to podcasts 1.0 hour 1.5 hours Listening to broadcast radio 1.4 hours 1.8 hours Watching videos online 1.9 hours 3.0 hours Listening to music online 2.0 hours 3.0 hours Q1. Thinking about a typical day, about how much time do you spend on each of the following activities? TIME SPENT | DAILY LIVES 10 With the exception of Broadcast TV, Black Americans consume signi fi cantly more media and entertainment content that non-Black Americans. While most of the digital consumption is being driven by Millennials and Gen Z, Black Americans over the age of 55 are still consuming over 5 hours of digital content on a daily basis. ENTERTAINMENT IS A MAJOR PART OF BLACK AMERICANS’ DAILY LIVES WAVE 4 - MEDIA + ENTERTAINMENT 18-24: 3.6 hours 25-39: 3.5 hours 40-54: 2.3 hours 55+: 1.2 hours 18-24: 4.1 hours 25-39: 3.9 hours 40-54: 3.0 hours 55+: 1.5 hours Black Americans are spending an additional 6 hours a day engaging with entertainment content compared to non-Black Americans. Black men spend 3 more hours a day engaging with media than Black women do.
  • 11. CONTENT IS KING I FULLY ENGAGED When consuming content, we’re not always fully engaged. Yet, when it comes to listening to music and watching broadcast TV, Black Americans are much more likely to be fully engaged compared to their non-Black counterparts. PASSIVE VS. FULLY ENGAGED CONTENT CONSUMPTION WAVE 4 - MEDIA + ENTERTAINMENT Play a video game online or on video game console Watch online streaming services Watch videos online Watch broadcast TV (cable/satellite/over- the-air antenna) Listen to music online/streaming Listen to podcasts Listen to broadcast radio 30% 48% 40% 42% 50% 54% 62% 32% 42% 49% 49% 53% 57% 59% Blacks Non-Blacks Q1a.9. How ‘engaged’ you usually are when doing this activity. (Fully Engaged Summary) 11
  • 12. TIME SPENT | VIDEO CONTENT 12 More than 6 out of 10 Black Americans are watching TV programming via streaming services. Despite the subscription costs associated with many of the most popular streaming services, this is consistent across income levels as well as gender. Not surprisingly, we do see a steep drop-o ff in streaming usage when we look at Black Americans who are over the age of 55 versus those who are 54 and under. THE MAJORITY OF TELEVISION CONTENT IS BEING CONSUMED ONLINE WAVE 4 - MEDIA + ENTERTAINMENT 44% 13% 62% CABLE TV SERVICE SATELLITE TV SERVICE STREAMING SERVICE OVER-THE-AIR ANTENNA OTHER / NONE 20% 7% 18-24: 79% 25-39: 74% 40-54: 69% 55+: 35% 56% of non-Black Americans are using streaming platforms to watch TV programming. Q2. Which of the following do you use to watch TV programming? 12
  • 13. https://upload.wikimedia.org/wikipedia/commons/0/08/Net 25-39: 26% 40-54: 19% 55+: 10% LGBTQ+: 28% Women: 77% Men: 69% BLACK AMERICANS ARE WATCHING ONLINE/STREAMING SERVICES AT ABOUT THE SAME RATE AS OTHER SEGMENTS As with all Americans, Net fl ix and Amazon Prime are the two most cited sources of streaming content. Of the subscription-based platforms, Peacock is used at a slightly higher rate, especially by Black Gen X. Black Millennials drive the most ESPN+ use for the segment. WAVE 4 - MEDIA + ENTERTAINMENT 18-24: 35% 25-39: 38% 40-54: 53% 55+: 38% TIME SPENT | ONLINE/STREAMING White: 44% Asian: 56% Hispanic: 52% Q3. What online/streaming services do you use, if any? 13
  • 14. SPORTS FANDOM 14 WAVE 4 - MEDIA + ENTERTAINMENT NARRATIVE #2
  • 15. 15 SPORTS | EXECUTIVE SUMMARY_ While Black Americans dominate representation in some sports like football and basketball, they do not in most of all other regulated sports. As we learned in Wave 1 of the Black Consumer Project, representation drives viewership, social currency, and cultural impact. In recent decades, cultural icons in less traditionally “Black sports” like tennis, golf and gymnastics are broadening the landscape for a new generation of fans. Black Americans are not only watching, but engaging in a multitude of di ff erent ways. In this chapter, we’ll explore which sports the segment is following and how they interact with them. BLACK FANS MAKE OR BREAK SPORTS WAVE 4 - MEDIA + ENTERTAINMENT
  • 16. Gen Z is not following sports as closely as Millennials or other previous generations. 1. Black Non-Black 18-24 25-39 40-54 55+’ National Football League 48% 38% 32% 44% 53% 56% College Football 31% 25% 22% 33% 30% 32% National Basketball Association 42% 20% 34% 44% 45% 41% College Basketball 28% 15% 22% 29% 27% 30% Major League Baseball 21% 25% 13% 19% 22% 26% College Baseball 12% 9% 18% 15% 11% 8% International Soccer 7% 11% 5% 10% 10% 3% NASCAR 9% 15% 8% 11% 9% 7% Professional Boxing 20% 10% 12% 25% 21% 15% Track & Field (Professional or College) 16% 5% 6% 15% 16% 21% Professional Tennis 12% 9% 6% 12% 11% 17% 16 BLACK AMERICANS OVER INDEX FOR WATCHING OR CLOSELY FOLLOWING MOST SPORTS SPORTS | SPECTATORS WAVE 3 - HEALTH + WELLNESS Black Foreign- Born: 19% Q12. Which of the following sports do you watch/follow closely? Football, Basketball and Boxing are some of the top watched sports for Millennials. 2. Even college sports capture a signi fi cantly higher share of Black fans than non-Black. 3. 16
  • 17. SPORTS I FOOTBALL 17 WATCHING AND CHECKING HIGHLIGHTS ARE THE TOP INTERACTIONS FOR SPORTS WAVE 4 - MEDIA + ENTERTAINMENT 18-24 25-39 40–54 55+ 92% 86% 85% 83% 18-24 25-39 40–54 55+ 14% 25% 26% 36% 18-24 25-39 40–54 55+ 24% 36% 41% 38% 18-24 25-39 40–54 55+ 12% 29% 45% 48% 18-24 25-39 40–54 55+ 40% 56% 59% 52% Watch games on broadcast TV or online/streaming Attend games in person Read online content about the sport View/engage with others about the sport on social media Check scores/highlights online Black 30% Black LGBTQ+ 46% Q13.1. How do you watch/follow/interact with the National Football League? However, young Black Americans are more likely to be attending games in person and engaging over social.
  • 18. SPORTS BASKETBALL 18 Those more a ffl uent are more likely to check the scores, engage on social and read online about basketball. MORE MONEY, MORE ENGAGEMENT WAVE 4 - MEDIA + ENTERTAINMENT Attend games in person non-Black 41% 20% Black 26% Foreign-Born Black Read online content about the sport View/engage with others about the sport on social media Check scores/highlights online <$30K $30K-59K $60K-99K $100K+ 43% 47% 35% 23% <$30K $30K-59K $60K-99K $100K+ 57% 50% 37% 34% <$30K $30K-59K $60K-99K $100K+ 61% 66% 52% 47% Black Americans are slightly more likely to attend a basketball game in person, but foreign born Blacks are the most likely. Q13.3. How do you watch/follow/interact with the National Basketball Association?
  • 19. GEOGRAPHY PLAYS A ROLE IN BOXING INTERACTIONS Black Americans in the Northeast are most likely to watch professional boxing on TV but those in the West are more likely to attend a boxing match in person. Foreign-born Blacks are the most likely to attend a professional boxing match in person. WAVE 3 - HEALTH & WELLNESS SPORTS I BOXING Watch matches on broadcast TV or online/streaming West Midwest Northeast South 84% 91% 69% 74% Attend matches in person West Midwest Northeast South 21% 12% 15% 43% 19 Attend matches in person 50% Black foreign-born 21% Black U.S.- born Q13.11. How do you watch/follow/interact with Professional Boxing?
  • 20. SPORTSI GAMING Video games are another way to experience and interact, and Black Americans are more likely to be playing fi ghting or sports video games. Racing and driving video games are played at a similar rate but more a ffl uent Blacks are playing at a higher rate. BLACK AMERICANS SEEK A FULL 360 EXPERIENCE WHEN IT COMES TO SPORTS WAVE 4 - MEDIA + ENTERTAINMENT Fighting Sports Racing/Driving 25% 27% 25% 26% 35% 36% Blacks Non-Blacks <$30K: 23% $30-59K: 24% $60-99K: 34% $100K+: 45% Men: 53% Women: 16% 18-24: 49% 25-39: 44% 40-54: 37% 55+: 10% Q22. What types of video games do you usually play? 20
  • 21. 21 NARRATIVE #3 BLACK GAMERS WAVE 4 - MEDIA + ENTERTAINMENT
  • 22. GAME ON 22 BLACK GAMERS | EXECUTIVE SUMMARY_ Games have been a core aspect of the Black cultural fabric for generations. So it comes as no surprise that the majority of Black Americans spend at least some of their weekly time playing games on their phones, web browsers, consoles and portable devices. Unfortunately, the gaming industry is far from a safe and equitable environment. While conversation volume around representation of Black creators, Black characters, Black eSport professionals, and even HBCU tournaments has increased signi fi cantly in the past few years, there is still a long way to go. Despite these challenges, gaming continues to be a very popular pastime for Black Americans. In this section, we’ll explore more. WAVE 4 - MEDIA + ENTERTAINMENT
  • 23. Console systems 23 While Gen Z and Millennials spend the most time gaming, Black Americans across all ages and income levels frequently turn to video games for entertainment. Mobile games are the most commonly played. Q20.7. Thinking about a typical 7-day week, about how many hours do you spend on any of these video-game related activities? THE MAJORITY OF BLACK AMERICANS ARE PLAYING VIDEO GAMES ON A WEEKLY BASIS Video Game Consoles take the 2nd spot, with Black Americans spending 2.7 hours gaming on them. On average, Black Americans spend 1.9 hours gaming on a Laptop, Desktop or Steam Deck. 1. 2. 3. TIME SPENT | BLACK GAMERS With the highest household penetration, it’s no surprise that smartphones take the top spot with 3.2 weekly gaming hours. 66% of all Black Americans are gaming every week. Gen Z spends the most time at 16.5 weekly hours. WAVE 4 - MEDIA + ENTERTAINMENT 25-29: 14.9 hours 40-54: 11.3 hours 55+: 5.1 hours
  • 24. 24 Q21. Which of the following best describes you when it comes to playing video games? YET THEY CONSIDER THEMSELVES CASUAL GAMERS TIME SPENT | BLACK GAMERS Non-Player Casual Player Core Player Hardcore Player Professional Player 6% 14% 26% 43% 11% Even though Black Americans are playing on a weekly basis, they do not consider themselves hardcore or professional players. This was consistent with self-perceptions of other ethnic groups, with the exception of Hispanics, who were more likely to consider themselves casual players. WAVE 4 - MEDIA + ENTERTAINMENT
  • 25. CONTENT IS KING I PLAYING VIDEO GAMES 25 WAVE 4 - MEDIA + ENTERTAINMENT 1 out of 3 Black Gen Z and Millennial gamers are most likely to be playing with friends in person. By Myself Friends In Person Friends Online Family In Person Family Online Random Gamers Online 18% 20% 16% 35% 18% 46% 17% 19% 27% 28% 25% 49% Blacks Non-Blacks Q23. Who are you most likely to play video games with? Like many other forms of content, Black Americans enjoy experiencing it together. When compared to non-Black audiences, Black gamers who spend at least an hour a week playing video games are signi fi cantly more likely to be playing in person with family or friends. VIDEO GAMES ARE BETTER IN PERSON
  • 26. Q20. Thinking about a typical 7-day week, about how many hours do you spend on any of these video-game-related activities? Watching others (experts, competitors) play video games either online (Twitch or YouTube) or in person at events/gatherings. 26 Black Americans are more likely than any other ethnic group to be watching others play video games (either online or in person) on a weekly basis. On average, Black Americans spend more than 90 minutes watching gaming content each week. VIDEO GAMES ARE ENTERTAINING EVEN WHEN YOU’RE NOT PLAYING WAVE 4 - MEDIA + ENTERTAINMENT Black Non-Black I spend at least one hour a week watching others play video games All Ages 18-24 25-39 40-54 55+ Black 38% 63% 54% 36% 12% Non-Black 32% 52% 60% 37% 3% Black Gen Z spends an average of 2.8 hours a week watching others play games compared to 1.7 hours for non-Black Gen Z. CONTENT IS KING I WATCHING VIDEO GAMES 58% of Black LGBTQ spend at least one hour a week watching others play video games.
  • 27. Q20a. Thinking about watching others play video games, please indicate where you spend the majority of your time watching people play games. 27 YouTube and Twitch are the most popular destinations for Black Americans watching video games. While they’re less likely than non-Black Americans to be watching via Twitch, they’re more likely to be watching via YouTube. YOUTUBE IS THE TOP SPOT FOR WATCHING GAMERS PLAY ONLINE CONTENT IS KING I YOUTUBE REIGNS SUPREME Black Non-Black Watches Gamers Play on YouTube 61% 71% WAVE 4 - MEDIA + ENTERTAINMENT Watches Gamers Play on Twitch 19% 14%
  • 28. 28 NARRATIVE #4 CREATOR STORY WAVE 4 - MEDIA + ENTERTAINMENT
  • 29. BLACK CREATORS MATTER THE CREATOR STORY | EXECUTIVE SUMMARY_ While content creators are not new, the economy that encompasses them continues to grow at an exponential rate. Black Americans are a driving force for social media, not only consuming at high rates, but creating at high rates and constantly setting new trends into motion. The unfortunate reality is we are not always given credit where it’s due. In this chapter, we’ll learn more about how Black creators are navigating and monetizing in today’s creator economy, and we’ll learn more about the subsegment of the Black community that’s leading the way. WAVE 4 - MEDIA + ENTERTAINMENT 29
  • 30. Q3. What online/streaming services do you use, if any? Q4. If you listen to music online/streaming, what services/platforms do you use? 30 From fi nancial guidance to health tips and hilarious shorts to the latest music, YouTube is a highly-relevant platform for Black Americans. It outperforms every other streaming music provider including Spotify, Apple Music and Pandora. YouTube also outperforms all streaming video platforms with the exception of Net fl ix and Amazon Prime. YOUTUBE IS A GO-TO SOURCE FOR BLACK AMERICANS SEEKING ENTERTAINMENT CONTENT YouTube is the #3 streaming video platform and #1 music streaming platform for all Black Americans - including those earning more than $100K annually. Watches video content on YouTube (free) 46% 55% Listens to YouTube Music for streaming music content 32% 44% THE CREATOR STORY I YOUTUBE REIGNS SUPREME Black Non-Black WAVE 4 - MEDIA + ENTERTAINMENT
  • 31. Non-Black Black LGBTQ+ Facebook 69% 70% 65% YouTube 54% 68% 70% Instagram 41% 50% 52% TikTok 33% 40% 55% Snapchat 23% 27% 40% Pinterest 23% 22% 31% Reddit 14% 14% 20% Twitter 28% 32% 42% LinkedIn 19% 17% 13% Discord 10% 8% 16% Q5. What social media platforms do you use, if any? THE CREATOR STORY I SOCIAL MEDIA USE 31 While young Black Americans tend to drive more social media use, Black LGBTQ+ are the most likely to be using social media than Black Americans overall. YouTube, Instagram and TikTok are a few platforms more often used by Black LGBTQ+ and Black Americans overall. SOCIAL MEDIA IS ALSO A TOP SOURCE OF ENTERTAINMENT WAVE 4 - MEDIA + ENTERTAINMENT 18-24: 58% 25-39: 39% 40-54: 22% 55+: 4% 18-24: 83% 25-39: 74% 40-54: 70% 55+: 53% 18-24: 48% 25-39: 41% 40-54: 29% 55+: 19%
  • 32. Non-Black LGBTQ+ Black Facebook 70% 58% 64% YouTube 28% 42% 39% Instagram 48% 49% 47% TikTok 34% 39% 34% Snapchat 23% 27% 24% Pinterest 11% 18% 10% LinkedIn 9% 24% 10% Q7. Have you created or posted any original content of your own on social media in the past 30 days? (Yes) Q7a. On which online platforms have you created content in the past 30 days? THE CREATOR STORY I CONTENT CREATION 32 Black LGBTQ+ are also more likely to have created content in the past 30 days. Instagram and LinkedIn are a couple of the more popular platforms for Black LGBTQ+ to create content for. BLACK MILLENNIALS ARE THE MOST LIKELY TO HAVE CREATED CONTENT IN THE PAST 30 DAYS WAVE 4 - MEDIA + ENTERTAINMENT Yes I’ve created social content in the past 30 days. 64% Black LGBTQ+ 50% Black Yes I’ve created social content in the past 30 days. 23% 18-24 62% 25-39 66% 55+ 50% 40-54
  • 33. Q8. Do you consider yourself a social media influencer? (Yes) THE CREATOR STORY I INFLUENCER 33 WAVE 4 - MEDIA + ENTERTAINMENT BLACK MEN AND LGBTQ+ ARE MORE LIKELY TO CONSIDER THEMSELVES SOCIAL MEDIA INFLUENCERS 64% 44% LGBTQ+ BLACK 49% BLACK MEN BLACK WOMEN 38% NON-BLACK 41%
  • 34. Q8a. Are you monetizing your content? THE CREATOR STORY | MONETIZATION 34 While Black and non-Black Americans are monetizing and not monetizing at similar rates, Black LGBTQ+ remain outliers and are even more likely to be cashing in on content. Black Gen Z are also more likely than non-Black Gen Z, and Black men also claim to be monetizing more often than Black women. BLACK LGBTQ+ LEAD THE CHARGE ON CONTENT MONETIZATION 30% Women 41% Men Black Non-Black Yes, I am monetizing LGBTQ+ 36% 35% 49% 65% 52% 50% No / No, I am not monetizing but I’m planning to 18-24: 44% 18-24: 21% WAVE 4 - MEDIA + ENTERTAINMENT Black Non-Black LGBTQ+
  • 36. 36 Q10. Do you actively seek out entertainment (TV, online content, social media, movies) that is culturally relevant to you? (Any Yes) 83% 77% 66% BLACK ASIAN HISPANIC CULTURALLY RELEVANT CONTENT IS CRITICAL Across the board, Black Americans are always on the hunt for content that is relevant to their cultural and ethnic identity. ? Black <$30K: 81% ? Black $30-59K: 83% ? Black $60-99K: 89% ? Black $100K+: 88% SMART MARKETING MOVES | CULTURALLY RELEVANT CONTENT 18-24: 85% 25-39: 86% 40-54: 84% 55+: 80% WAVE 4 - MEDIA + ENTERTAINMENT
  • 37. SMART MARKETING MOVES | BRAND VALUE ALIGNMENT 37 Q11. How important is it to follow brands/companies on social media that align with your values? (Very Important or Somewhat Important) 50% Black < $30K $30-$59K $60-$99K $100K+ 42% 55% 59% 64% BLACK AMERICANS ARE MORE LIKELY TO CONSIDER A BRAND’S VALUES BEFORE THEY HIT THE FOLLOW BUTTON. THE IMPORTANCE INCREASES WITH HOUSEHOLD INCOME WAVE 4 - MEDIA + ENTERTAINMENT 40% Non-Black
  • 38. FOCUS ON WOMEN CREATORS SPORTS IRL Across the board, we’re seeing Black men claim they’re monetizing on content more often than Black women, yet Black women are usually behind the calls for proper credit and compensation of Black content creators. Elevate Black women content creators by partnering with them more often and crediting them whenever appropriate. PEACOCK VS. DISNEY+ Black Americans are more likely than other segments to be streaming Peacock vs. Disney+ where they’re least likely. Peacock launched with a slew of great, dedicated representations for Black audiences, like “Bel-Air” and “The Amber Ru ffi n Show.” Black representation is key, but it also needs to be consistently showing up in a variety of options. YOUTUBE Black Americans are more engaged when watching videos online or listening to music online and YouTube is one of the top go-to destinations for both of those activities. Consider going beyond using it as a media outlet, and viewing YouTube as a space to co-create your brand in fresh and relevant ways. Younger generations are more likely to attend sporting events in person and culturally relevant content is critical - which is why sports like basketball and football rank so highly for Black Americans. NASCAR, for example, is continuing to make strides in its e ff ort to diversify through programs and big-name talent. An additional solution to consider are enter-to-win or other types of opportunities that physically get young people to the tracks to watch in real time. They’ll organically promote their experience and the sport at the same time. 38 SMART MARKETING MOVES | TOP 4_ WAVE 4 - MEDIA + ENTERTAINMENT
  • 39. APPENDIX 39 WAVE 3 - HEALTH + WELLNESS
  • 40. WILL CAMPBELL MELANIE WILLIAMS ROY EDUARDO KOKOYACHUK Co-Founder and CEO Quantasy + Associates 40 CARLOS YANEZ EVP, Head of Strategy Quantasy + Associates Co-Founder and Principal ThinkNow CSVP, Custom Research ThinkNow OUR LEADERS_ WAVE 4 - MEDIA + ENTERTAINMENT
  • 41. 41 Blacks (A) Non-Blacks (B) Gender Male 49% 46% Female 51% 52% Age 18-24 12%B 6% 25-39 34% 34% 40-54 26% 20% 55+ 29% 39% A Born in U.S 90% 89% Race/Ethnicity Black, African American 100% -- Asian/Pacific Islander 0% 7% A American Indian or Alaska Native 2% 4% A White 2% 82% A Hispanic 8% 21% A (n=1066) (n=509) LGBTQ+ 10% 10% People w/ Disability 22% 20% Blacks (A) Non-Blacks (B) Region Northeast 18% 19% Midwest 17% 21% South 56% B 34% West 10% 26% A Marital Status Single 48%B 25% Married or living with partner 28% 45% A Separated/divorced/widowed 10% 13% Employment Employed (net) 59% 55% Retired 15% 26%A Household income Mean (in thousands) $43,299 $53,397 DEMOGRAPHICS_ WAVE 4 - MEDIA + ENTERTAINMENT
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