Despite the Great Streaming Disruption’s impact on America’s TV habits, Black viewers still dominate as the most affluent viewers, over-indexing on screen time spent with various screens and working in front of wires and horizontal broadcast networks for a while. Black Americans may be referred to as “power TV visitors,” according to a recent Nielsen report, where their socioeconomic group consumes 46 hours and 13 hours of weekly video consumption. By contrast, the entire U. S. people clocks in at 34 hours and 57 hours of screentime. Give those figures another look—again, that’s 46: 13 per week in screentime vs. 34: 57 for the people at large—and prepare to have your boots knocked off. Thirteen years before, the collapse was 46: 18 per week for Black people and 34: 07 for the community as a whole. In other words, while distribution methods have expanded over the years since Nielsen’s release of the Q1 2012 cross-platform review, which extracted the latter numbers, general consumption has decreased by only 2.4 %. Additionally, Black usage is statistically unchanged at + 0.2 % with a net increase of five hours per week. Although it now may be a lot harder to find the products you want to watch — including contributions from portion leaders YouTube, Netflix, Tubi and Amazon Prime, 11 streaming platforms account for approximately 40 % of all U. S. movie consumption—the alienation of film hasn’t had a material influence on our longstanding” TV” routine. It’s possible that lean-back horizontal is being traded for the on-demand enjoyment of streaming, but it’s not as though the decline of straight TV has diminished our shared appetite for videos. Because” Television” also consumes as much of our day as it ever has, we aren’t reading books, gardening, or spending more time with the kids. There is ample evidence to suggest that marketers looking to reach Black audiences via some of these non-traditional platforms should put more effort into reaching them if the move to streaming hasn’t helped us to spend less time in front of different screens. For example, YouTube accounts for 13 % of Black Americans ‘ total” TV” time, compared to a 10 % share for U. S. viewers overall. According to Nielsen, 44 % of Black consumers report having purchased a product or service advertised on YouTube, making it one of the most successful marketing channels available. This enthusiasm extends to the platform’s advertising. ( By way of comparison, 32 % of all YouTube users have bought something they’ve seen advertised on the platform. ) And Black consumers have an unmatched reputation for recommending brands to their friends and family, especially if a favorite company also sponsors the sports they enjoy watching. This same group is 7 % more likely to buy something from a professional who has an affiliation with one of their favorite sports, and 61 percent of Black sports enthusiasts are likely to endorse or usually recommend a company. Speaking of preferred sports, they don’t always have a big fan base because Black Americans currently make up a disproportionately large portion of the professional and college basketball audience. For example, whereas overall deliveries for the 2024 NCAA women’s hoops final numbers jumped 89 % to 18.7 million viewers, the Black audience grew by a more restrained 51 %. The same rule was applied to the WNBA Draft next year, which attracted unheard-of attention from a group that included Caitlin Clark, Angel Reese, and Cameron Brink. In what now stands as the league’s most-watched selection event in its history, overall deliveries soared 307 % to 2.45 million viewers, while the increase among Black viewers was 161 %. Live sporting events account for 19 % of Black fans ‘ video consumption, compared to 17 % for scripted dramas, 12 % for news and 9 % for sports commentary. Dark fans are more likely than any other section to watch Stephen A., Colin Cowherd, and Malika Andrews as far as the former type is concerned. In short, Black Americans represent one of the most brand-loyal market segments in the marketplace, and they over-index on for key indicators as video use and recommendations. Marketing professionals who choose to ignore Black people do so at their personal risk; this group currently has a earning power of about$ 1.98 trillion, which is expected to rise to virtually$ 3 trillion by the end of the decade.