Why Black CTV Audiences Are the Premium Buy Everyone’s Missing
Black audiences are some of the most engaged and influential viewers in the streaming ecosystem—yet they remain undervalued in CTV buying strategies. At BAM, we surface what the industry keeps overlooking: Black streaming viewers deliver higher engagement, stronger cultural amplification, and better ad performance across categories.
They Stream More—And Signal What’s Next:
Black households spend 45.9% of their total TV time on streaming, more than cable and broadcast combined. They also over-index as heavy streamers and cord-cutters, making them early adopters and trend signalers across the entire TV landscape.
The Cultural Amplification Effect:
Black audiences drive the culture. With $1.6 trillion in annual buying power and a proven influence across music, video, and social trends, their viewing choices shape what becomes mainstream. They don’t just watch—they post, share, and amplify content far beyond the screen.
A Multi-Screen Attention Cycle:
Black viewers engage in a distinctive three-screen rhythm: discovery on mobile, long-form viewing on CTV, and conversation across social. They also spend more time per day on connected devices than the total population—boosting ad visibility and frequency.
Community Viewing = Multiplying Reach:
Black households have one of the highest co-viewing rates among all ethnic groups. A single CTV impression often reaches multiple viewers at once, delivering more true impact per ad.
The Untapped Categories:
Finance, health, auto, tech, and retail brands stand to win when they invest in culturally intentional CTV strategies. Black viewers respond strongly to relevance and representation—leading to higher conversion and brand trust.
BAM brings the publishers, transparency, and curated inventory needed for advertisers to finally capture this value with clarity.
References:
- Black households spend 45.9% of TV time on streaming. Source: “Streaming Surpasses Broadcast and Cable for Black Audiences.” September 4, 2024. Citing Nielsen “The Gauge” (July 2024).
- Black audiences over-index as heavy streamers/cord-cutters. Source: Diverse Intelligence Series: Understanding Black Audiences. 2023–2024 Edition.
- Black consumers possess $1.6 trillion in annual buying power. Source: Selig Center for Economic Growth. The Multicultural Economy Report. University of Georgia, 2023.
- Black adults spend more time per day using connected devices. Source: Total Audience Report. 2024.
- Black households have one of the highest co-viewing rates. Source: Total Audience Report. 2023–2024 cycles.