The Global Black Audience

Nielsen 2024 Diverse Intelligence Series 2024 Diverse Intelligence Series

Published 03-07-24

Submitted by Nielsen

Originally published on Nielsen Insights

Shaping the future of media

Black America continues to diversify, and media will need to evolve to stay relevant for this media-hungry audience with a global influence on trends and culture.

The globalization of Black America

Black America is complex, but immigration trends will add to that complexity. As the diversity of this population grows, the media industry will need to focus on authenticity and accurate representations to maintain this audience’s high engagement with content.

18%: The U.S. Black population is projected to grow from 15% today to 18% by 2060
3X: The African-born U.S. population has grown 3x in the past 20 years
67%: Two out of three Black Americans want to see more representation of their identity group on screen

The role of media in culture

This report highlights the significant amount of engagement Black America has with media, as well as this diversifying audience’s perspective on representation in content and advertising. Key sections include:

Buying power of Black America 2022 $ 1.7 Trillion 2060 $ 2 Trillion Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia.

Black audiences are power TV users

Black adults spend 31.8% more time with TV each week than the general U.S. population.

The state of representation on TV

Representation is a key driver of media engagement. Black talent on TV has never been more visible, but the numbers—and audience demand—suggest there’s room for even more. Our most recent study found that 70% of Black LGBTQ+ respondents and 66% of Black men often feel misrepresented in media.

TV content is a global affair

While representation and diversity dimensions vary across providers, audiences stay engaged when they find what they’re looking for. Engagement with Blood Sisters and Far From Home, for example, reflect Netflix’s investment in Nollywood.

The globalization of Black America 3x The African-born U.S. population has grown 3X in the past 20 years, and the number of Black immigrants from Africa in 2019 closely mirrors the number coming from the Caribbean. 1/3 Black immigrants will account for one-third of the U.S. Black population's growth through 2060. 7/10 Africans are under the age of 30, making them the youngest population on earth. 1/5 Roughly Black Americans are immigrants or children of Black immigrants.

Brand strategies for relevance and inclusion

Meaningful engagement requires more than simply understanding where content is being consumed. Dimensions of diversity matter. Our most recent study found that almost 36% of Black audiences believe brands portray all Black people the same in advertising.

The Black audience insights you need

At its core, media is a means of connecting. The stronger the connection, the greater the engagement. Download The global Black audience: Shaping the future of media report to understand how you can evolve to better engage this audience and how to capitalize on it.

Download the Nielsen 2024 Diverse Intelligence Series report: The Global Black Audience here.

Data sources: U.S. Census; Pew Research Center; Nielsen Black Diaspora Study, powered by Toluna

Population growth Projected U.S. Black population growth 2022 15% 2060 18%.

Causes we care about: Black-owned businesses Two out of three Black Americans agreed they are willing to cut ties with brands that devalue the Black community It's important to me to buy products from Black-owned businesses or diverse-owned businesses % Somewhat agree/strongly agree 49.1% 63.5% I will travel a bit further to shop at retailers that carry a selection of Black-owned products. 37.3% 54.4% • Total U.S. • Black America Source: Nielsen 2023 Black Diaspora Study, powered by Toluna.

Different identity groups within Black America feel varying degrees of misrepresentation 70% 64% 66% 60% • Black LGBTQ+ • Black people with disabilities • Black men • Black women Percentage somewhat agree/strongly agree with the statement: I often feel my identity group is misrepresented in media. Source: Nielsen 2023 Black Diaspora Study, powered by Toluna.

Nielsen

Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future.

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The Global Black Audience

The Global Black Audience

Nielsen

Nielsen

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