With Issues of Identity, African American Viewers Seek Reflective Content

NEW ROCHELLE, N.Y., Dec. 14, 2016 -- In today’s fragmented TV and video space, Black Americans remain one of the strongest television audiences, according to Horowitz Research’s annual FOCUS African America report. Consistent with previous years, Black viewers watch more TV content overall than other groups. According to the report, Black viewers spend 58% of their weekly TV viewing time watching live, compared to 50% live among total TV viewers, and 25% streaming long-form content, compared to 29% among total TV viewers (view chart). On the other hand, Black audiences are more likely to stream short form content, with 49% watching daily (vs. 44% among total viewers).

FOCUS African America also reveals the importance of a media experience that is personalized and that accurately represents the Black audience. Nearly six in ten (58%) of Black viewers find shows with a mainly Black cast appealing, and 45% are drawn to shows with race-related topics in the storyline. This affinity to reflective casts and storylines is highlighted in what Black viewers watch: 47% say they are regular viewers of Empire, compared to 27% of total urban TV viewers. Three in ten Blacks say they are regular viewers of How to Get Away with Murder, and about a quarter say they regularly watch Black-ish and/or Power.

“Of course, relatable characters and stories that illustrate the diversity of the Black experience in America appeal to Black viewers, but the value of this kind of content extends beyond building an audience,” says Adriana Waterston, Horowitz’s senior vice president of insights and strategy. “By telling stories that can help dismantle stereotypes, networks and content creators can play a critical role in bridging the deep cultural divides that have surfaced in today’s socio-political environment.”

FOCUS African America 2016 is a two-part phone and online survey conducted among 647 Black heads of households and 350 Black broadband internet users. The study focuses on the market for cable, broadband and new media content, services, and technology among Blacks, and covers, among other topics:

• Attitudes and behaviors around multichannel services
• The role of streaming in viewers’ TV and video viewing lifestyle
• Viewing trends and show discovery
• The importance of culturally-relevant and personalized content

Learn more about the study at: www.horowitzresearch.com/reports/focus-african-america/

About Horowitz Research
Horowitz Research is a leading provider of consumer market research with an expertise in media and multicultural consumers. In addition to a line of annual syndicated studies for the media, telecommunications, and technology industries, Horowitz offers a full suite of quantitative and qualitative research services. For more information, visit www.horowitzresearch.com.

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Stephanie Wong
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