In a fragmented streaming environment, culturally relevant content is key to engagement for Black audiences, new Horowitz study shows


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

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

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