Black Consumers’ Digital Habits 2024

Digital Video and Social Media Shape the Cohort’s Outsize Impact

Abundant media consumption, receptiveness to advertising, and dynamic social media activity are key traits among Black digital consumers in the US. Tapping into these trends can help advertisers craft successful campaigns.

Key Question: What are the top digital activities and platforms among Black consumers in the US?

Key Stat: While US Black adults watch TV at higher rates than the general population, preferences follow a similar pattern: In both cohorts, viewers ages 65 and older watch more live TV, and 50 and younger lean toward CTV.

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Table of Contents

  1. Executive Summary
  2. Black consumers in the US are young, digitally skilled, and influential
  1. Black audiences spend more time with media than the general population
  2. Black consumers carve out their own spaces on social platforms
  1. Sources
  2. Media Gallery

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Paola Flores-Marquez


Suzy Davidkhanian
VP, Content
David Morris
Jennifer Pearson