U.S. Streaming Audience Insights: Black Americans are more likely to have Starz and Philo apps than total market

January 17, 2024

Multicultural media spend is expected to surge 8.4 percent in 2024, and African American spending will account for 28.8 percent of the spending, according to a report by PQ Media. Despite this growth in multicultural spending, multicultural media spend only accounted for 5.3 percent of total media spend in 2023, of which 1.5 percent was focused on the African American market.

As more advertisers invest in engaging with multicultural and diverse audiences, there will be an increased need to understand diverse audiences’ affinities and preferences. Better measurement to facilitate and validate reach and media spend will also be imperative.  

In our latest infographic, we highlight unique preferences of Black and African American streaming audiences using an index score in comparison to the total market.  

Black and African American Streaming Audience Insights

A thumbnail of U.S. Streaming Audience Insights highlighting Black and African Americans
Click to view full infographic

Among our findings, we found Black and African American Audiences are:

  • 39 percent more likely to have the Starz app
  • 30 percent more likely to have the Philo app
  • 22 percent more likely to have the Showtime app

When it comes to Advertising Video on Demand (AVOD) apps, they are 11 percent, 11 percent, and 10 percent more likely to download Xumo, Crackle, and Pluto TV respectively.

Black and African American audiences also show affinity for specific viewing content genres. This audience is:

  • 4.3x as likely to watch lifestyle and interests content
  • 3.9x as likely to watch gaming content
  • 3.6x as likely to watch foreign content

In our 2023 U.S. Audience Trends Report: Life of a Streamer, we highlighted unique streaming habits of the total market and seven ethnic groups. Our data showed that the top five streaming apps for the total market were Pluto TV, Netflix, Tubi, Amazon Prime Video, and Hulu.

Download: 2023 U.S. Audience Trends Report  

Data for this infographic are sourced from the App Science 2023 U.S. Audience Trends Report. Index scores represent how likely an outcome is to occur and are compared with the Total Market which is assigned a baseline of 100. 

Measure your campaign reach among diverse audiences

App Science® provides advanced audience analytics for better campaign results and performance. By partnering with us, advertisers can verify campaign reach among diverse audiences and gain richer audience insights on target audiences via audience streaming and mobile affinities.

Schedule a meeting with us to learn how we can help maximize your ROI with actionable campaign intelligence for better campaign management.

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