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In a fragmented streaming environment, culturally relevant content is key to engaging black viewers, a new study by Horowitz shows

In a fragmented streaming environment, culturally relevant content is key to engaging black viewers, a new study by Horowitz shows
In a fragmented streaming environment, culturally relevant content is key to engaging black viewers, a new study by Horowitz shows

Employees | Horowitz Research

According to Horowitz Research’s new annual report FOCUS Black Volume I: Subscriptions 2024, the availability of culturally relevant content plays a large role in determining which platforms and services Black TV content viewers use. The new report, which tracks the evolution of the pay and free TV, streaming, internet and mobile environments among Black Americans, finds that content targeted at Black audiences is important to over 6 in 10 (62%) Black households, underscoring how important culturally relevant content is to the value proposition of streaming services.

While traditional cable/satellite TV subscriptions are declining, streaming subscription penetration in Black households has remained stable. Similar to the overall market, 2 in 3 (67%) of Black TV viewers subscribe to at least one SVOD. While Netflix and Amazon Prime Video top the list of most popular SVODs, Black viewers also use a number of SVOD services specifically targeted at Black people: Over 4 in 10 (42%) have access to at least one SVOD specifically targeted at Black people, such as BET+, Zeus, Black World Cinema, ALLBLK, etc.

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