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Black Consumers' Content Consumption and Sharing - US - January 2018

"In spite of factors that could limit entertainment options, Black consumers make video content a priority in their leisure time. Although there is interest in sharing thoughts and experiences, consumption of content seems to be a preference over creation. Live TV is a particularly important element of a Black adult’s media diet, while the expansion of online content has appeal among young Black adults."

- John Poelking, Leisure Analyst

This report will look at the following areas:

  • Digital divide still a reality
  • Lack of Black voices behind the camera
  • Consumption easier than contribution

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • What we’ve seen
          • The issues
            • Digital divide still a reality
              • Figure 1: Broadband internet subscription at home, by race and Hispanic origin, 2013 and 2015
            • Lack of Black voices behind the camera
              • Consumption easier than contribution
                • Figure 2: Black consumers’ online activities, October 2017
              • The opportunities
                • Habitual viewing of new and old services
                  • Figure 3: Black consumers’ content consumption and sharing – Select items, October 2017
                • Reaching an engaged audience
                  • Figure 4: Attitudes toward TV and TV advertising, indexed to all, July 2016-August 2017
                • Expanding the media diet
                  • Figure 5: Average potential cost vs current cost of video services in the home, October 2017
                • Relevance is key
                  • Figure 6: Black consumers’ attitudes toward relevant content, October 2017
                • What it means
                • The Market – What You Need to Know

                  • Demographics shape consumption habits
                    • Content preferences highlight opportunities
                      • Catching up in access
                      • The Black Population by the Numbers

                        • 43 million Black people in the US
                          • Figure 7: Population by race, 2013-23
                        • Black unemployment lower now, but still higher than average
                          • Figure 8: Consumer confidence, total US and Black unemployment, 2000-July 2017
                        • Black households earn less overall
                          • Figure 9: US household income distribution, by race and Hispanic origin, 2016
                        • 60% of Black population Millennial or younger
                          • Figure 10: Distribution of generations, by race, 2018
                        • Fewer marriages, more single parents in Black households
                          • Figure 11: Household types, by race and Hispanic origin, 2017
                      • Market Perspective

                        • TV engaging and addictive
                            • Figure 12: Attitudes toward TV and TV advertising, indexed to all, July 2016-August 2017
                          • Social media activity highlights preferences
                            • Figure 13: Black consumers’ social media usage, indexed to all, October 2017
                          • Black consumers dominate cable consumption
                            • Figure 14: Top 10 cable networks watched in last seven days, general vs Black population, July 2016-August 2017
                          • Online audio entertainment small but important
                            • Figure 15: Online activities in last 30 days – Radio, indexed to all, July 2016-August 2017
                        • Market Factors

                          • Digital divide closing but still significant
                            • Figure 16: Broadband internet subscription at home, by race and Hispanic origin, 2013 and 2015
                          • Gaining ground in tech ownership
                            • Figure 17: Blacks’ personal ownership of technology products, April 2015 vs March 2017
                          • TV dominates leisure time
                            • Figure 18: Time spent per day in leisure and sports activities, by race and Hispanic origin, 2015
                        • Key Trends – What You Need to Know

                          • Black voices being heard…
                            • …but there’s still a ways to go
                              • Getting a Black audience online
                              • What’s Working?

                                • Distinctions in streaming devices
                                  • Figure 19: Streaming devices owned, by all and Black consumers, July 2016-August 2017
                                • Explosion of content
                                  • Targeted audiences lead to high ad spend
                                  • What’s Struggling?

                                    • Getting into the writers’ room
                                      • Budget, regulations could limit options
                                      • What’s Next?

                                        • Shorter content for shorter attention spans
                                          • Partnering with Black influencers
                                            • Independent content for unique voices
                                            • The Consumer – What You Need to Know

                                              • TV the center of consumption
                                                • Video services particularly popular
                                                  • Black adults can add more
                                                    • Sharing in short bursts
                                                      • Reaching an engaged audience
                                                        • Entertainment and education equal
                                                          • Seeing relevant experiences on screen
                                                          • Content Consumption and Sharing

                                                              • TV is the center of entertainment for Black consumers
                                                                • TV dominates Black consumers’ consumption
                                                                  • Figure 20: Black consumers’ content consumption and sharing – TV, October 2017
                                                                • Streaming services make a suitable addition
                                                                  • Figure 21: Black consumers’ content consumption – Streaming services, October 2017
                                                                • Three out of four Black adults watch online videos weekly
                                                                  • Figure 22: Black consumers’ content consumption – Online videos, October 2017
                                                                • Articles read weekly by eight in 10 Black adults
                                                                  • Figure 23: Black consumers’ content consumption – Articles, October 2017
                                                                • Sharing less essential than consuming
                                                                  • Figure 24: Black consumers’ content sharing, October 2017
                                                                • Age, gender dictate consumption preferences
                                                                  • Figure 25: Black consumers’ content consumption and sharing, by gender and age, October 2017
                                                                • Affluent households most likely to get daily dose of TV
                                                                  • Figure 26: Black consumers’ content consumption and sharing, by household income, October 2017
                                                              • Video Sites Used

                                                                  • Services with more voices attract Black consumers
                                                                      • Figure 27: Black consumers’ video sites used, indexed to all, October 2017
                                                                    • Black adults seek many services
                                                                      • Figure 28: Black consumers’ video sites used, by number of services, October 2017
                                                                    • Young Black adults streaming
                                                                      • Figure 29: Black consumers’ video sites used, by age, October 2017
                                                                    • Parents access more
                                                                      • Figure 30: Black consumers’ video sites used, by parental status, October 2017
                                                                  • Cost of Video Services

                                                                      • Black households can add an extra service
                                                                        • Figure 31: Average potential cost vs current cost of video services in the home, all and Black population, October 2017
                                                                      • Young women, middle-aged men can add more
                                                                        • Figure 32: Average potential cost vs current cost of video services in the home, by age and gender, October 2017
                                                                    • Online Activities

                                                                        • Consuming more common than contributing
                                                                          • Figure 33: Black consumers’ online activities, October 2017
                                                                        • Young Black women add to conversation
                                                                          • Figure 34: Black consumers’ online activities – Select items, by age and gender, October 2017
                                                                        • Black parents stay connected
                                                                          • Figure 35: Black consumers’ online activities, by parental status, October 2017
                                                                      • Content Consumption Behaviors

                                                                          • Live TV favored
                                                                            • Figure 36: Black consumers’ content consumption behaviors, October 2017
                                                                          • Recommendations important to Black consumers
                                                                            • Figure 37: Black consumers’ attitudes toward TV and recommendations, October 2017
                                                                          • Young Black adults show more aversion to ads
                                                                            • Figure 38: Black consumers’ content consumption behaviors – Select items, by age, October 2017
                                                                          • Large households don’t have time for ads
                                                                            • Figure 39: Black consumers’ content consumption behaviors – Select items, by number of children under 18 in household, October 2017
                                                                        • Attitudes toward Content Sharing

                                                                            • Equal parts entertainment and education
                                                                              • Figure 40: Black consumers’ attitudes toward content sharing, October 2017
                                                                            • Young Black adults more interested in entertaining
                                                                              • Figure 41: Black consumers’ attitudes toward content sharing, by age, October 2017
                                                                          • Attitudes toward Relevant Content

                                                                              • Black adults want to see stories they can relate to
                                                                                  • Figure 42: Black consumers’ attitudes toward relevant content, October 2017
                                                                                • Middle-aged seek relevant content
                                                                                  • Figure 43: Black consumers’ attitudes toward relevant content, by age, October 2017
                                                                                • Affluent Black adults connect with relevant content
                                                                                  • Figure 44: Black consumers’ attitudes toward relevant content, by household income, October 2017
                                                                                • Setting a good example for children
                                                                                  • Figure 45: Black consumers’ attitudes toward relevant content, by parental status, October 2017
                                                                              • Appendix – Data Sources and Abbreviations

                                                                                • Data sources
                                                                                  • Consumer survey data
                                                                                    • Abbreviations and terms
                                                                                      • Abbreviations
                                                                                        • Terms
                                                                                        • Appendix – The Market

                                                                                            • Figure 46: Attitudes toward TV and TV advertising, July 2016-August 2017
                                                                                            • Figure 47: Online activities in last 30 days – Radio, July 2016-August 2017

                                                                                        Black Consumers' Content Consumption and Sharing - US - January 2018

                                                                                        US $3,995.00 (Excl.Tax)