February 9th 2024.
A recent report has shed light on the growing demand for diverse content among the demographic that watches the most television. The Diverse Intelligence Series by Nielsen has just released a new report that reveals the unprecedented engagement and impact of Black audiences on media. This report, titled "The global Black audience: Shaping the future of media," has found that Black consumers spend more than 81 hours per week consuming media, which is 31.8% higher than the general population.
The report also discovered that while Black viewers make up the largest percentage of TV consumers, 43% of them across five countries are seeking more representation of themselves on television. This desire for representation also extends to advertising, with Black audiences wanting to see themselves accurately represented in ads targeted towards them.
In the United States, 67% of Black viewers express a desire for increased representation of their identity group when watching TV. This demand is not limited to the US, as it continues in other countries as well. When it comes to advertising, 35% of Black Americans feel that brands depict them in a similar manner, while a staggering 66% of Black consumers are willing to sever ties with brands that they feel undermine or devalue their community.
The report also highlights the role of media in connecting the Black diaspora, with over 50% of first-generation Black Americans following a Black creator located outside the United States. Additionally, seven out of 10 Black respondents from the UK follow Black creators from different countries. These findings come at a time when major networks are facing criticism for not living up to their diversity pledges made after the murder of George Floyd in 2020. A survey released in February 2023 revealed a decline in diversity hires made by NBC News in 2020.
Charlene Polite Corley, the vice president of Diverse Insights & Partnerships for Nielsen, commented on the findings, saying, "Brands and programmers trying to connect with Black America have their work cut out for them to push beyond 'urban' and represent the spectrum of African American traditions as well as emerging nuance from the expanding Black immigrant and Black first-generation perspectives. When considering any kind of engagement with Black audiences, it's crucial to remember that Black culture is vast and expansive, and the global exchange of influence needs to be taken into account."
The report also uncovered some other key findings, including the heavy reliance of Black millennials on social media for news content rather than traditional television. Many of them also feel that local television does not provide reliable news. It was also noted that Black audiences are increasingly turning to cable-free options like streaming apps to consume TV content.
In related news, Usher has expressed his desire to follow in the footsteps of 50 Cent and launch his own TV content that will "give people an escape." The artist believes that this is another way to cater to the needs of Black audiences and provide them with content that represents their community accurately. The report by Nielsen reinforces the importance of representing Black audiences in media and the need for diverse content that accurately reflects their culture and perspectives.
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