Understanding how Black viewers find, watch, and share content is the key to unlocking premium CTV outcomes. Their viewing journey is social, multi-screen, and built on behaviors that amplify advertiser impact.
Discovery Starts on Mobile:
Black audiences are 2x more likely to discover new shows through TikTok, Instagram Reels, and other social video platforms. This mobile-first discovery drives demand spikes that lead directly into CTV viewing sessions.
Word-of-Mouth Is the Engine:
More than 40% of Black viewers say recommendations from friends, family, and community groups are their top source for new content. Ads placed around culture-relevant programming benefit from this trust-driven ripple effect.
Cultural Resonance = Loyalty:
Representation, humor, music, and shared cultural references create stickiness. When content resonates, Black viewers stay loyal—reinforcing ads through longer retention and repeated exposure.
The Three-Screen Attention Rhythm:
Black CTV users move between screens seamlessly:
Mobile discovery → CTV viewing → Social engagement → Group chat sharing → Back to CTV.
They also lead in smartphone usage overall—spending more time per day on mobile devices than any other ethnic segment.
They Share What They Love:
Black audiences are 71% more likely to post about TV content online compared to all U.S. adults. This makes every CTV impression a potential multi-platform attention burst, extending the reach of your ad investment.
Ad Relevance Hits Differently:
63% of Black CTV viewers say streaming ads feel more relevant than traditional TV ads—proof that CTV is a stronger environment for cultural alignment and resonance.
BAM helps brands understand this journey and connect with Black-owned and Black-focused publishers whose audiences deliver uncommon engagement and amplification.
References:
- Black audiences are 2x more likely to discover shows via social video. Source: Horowitz Research. FOCUS Black: The Media Landscape.
- 40%+ of Black viewers rely on word-of-mouth for content discovery. Source: Horowitz Research. FOCUS Black: The Media Landscape.
- Black audiences are 71% more likely to post about TV content. Source: Nielsen Social / Twitter. Cross-Platform Social TV Insights Report.
- Black viewers spend more time per day on smartphones than other groups. Source: Total Audience Report. 2024.
- 63% of Black CTV viewers say streaming ads feel more relevant. Source: LG Ad Solutions. “CTV Is Opening the Door for Brands to Connect with Black Americans.” August 14, 2024. Distributed via BusinessWire.