1、globalBlackDiverse Intelligence Series February 2024Shaping the future of mediaCopyright 2024 The Nielsen Company(US),LLC.Copyright 2024 The Nielsen Company(US),LLC.Were already seeing the impact on media trends today:What do these trends mean for meeting the needs of diverse Black audiences and con

2、sumers?It means our search to feel seen has more options than ever before.It also means brands and programmers trying to connect with Black America have their work cut out for them to push beyond“urban”and represent myriad African American traditions as well as emerging nuance from the expanding Bla

3、ck immigrant and Black-first generation perspectives.Our Black Diaspora Study powered by Toluna sought out to highlight diverse Black experiences in select regionsBrazil,Nigeria,South Africa,the U.K.and the U.S.,with more than 2,300 Black respondents in total.Understanding diversity,complexity and c

4、onsensus across our global community is more important than ever because our borders and barriers to content continue to come down.A brands behavior towards Black consumers in one market can quickly make its way around the world and impact the potential to do business with Black communities in anoth

5、er.The opportunity lies in connecting with an audience where more is more.Where todays$1.7 trillion in Black buying power is projected to top$2 trillion by 20265.Where nearly five out of 10 African Americans are open to trying new brands different from their parents or families6.Where cool and cultu

6、re are defined and exported and where,increasingly,global Black influences are being imported,too.Media is the marketplace for it all.More content consumption than ever:Black audiences spend over 81 hours with media each week1More access to international news and entertainment:from 16%in 2022 to 18%

7、in 20232More global influence in the music topping the charts:45 of the most popular recordings in the U.S.are from or feature African artists3More use of subtitles to engage in content in a different language:41%of Black Gen Z vs 36%for Gen Z overall4Charlene Polite CorleyVP,Diverse Insights&Partne

8、rships,NielsenIntroductionBlack America remains todays core audience,spending more time with media than any other U.S.population.Thats an interesting story arc when you consider the African American journeyfrom outlawing access of our enslaved ancestors to the media of their time to setting the bar

9、for media engagement and representation today.Content is a tradition in our community:Have you seen this show?Read this author?Followed this influencer?Listened to this album?Streamed the latest hit?Depending on your answer,these questions have provided common ground and a sense of credibility withi

10、n the culture.A culture we have defined through media and exported around the world through fashion,music,TV and more.But content and how we connect with it have changed dramaticallyand Black America is changing too.Projected U.S.Black population growth*With 7 out of 10 people on the continent under

11、 age 30,Africa will continue to play a major role in the growth of Black America.Source:United Nations15%Were growing and poised for a global influx that will further diversify Black audiences in America.*Source:U.S.Census Projected Population Distribution by Race and Hispanic Origin:2022-2060-Black

12、 Alone or In Combination206020221/3 of this growth is projected to come from the Black immigrant population.Source:Pew Research2Copyright 2024 The Nielsen Company(US),LLC.ContentsEditors Note:In this report we use the term“Black”to describe the diverse diaspora of people of African descent or Black

13、race/skin color identities(alone or in combination).Growing complexity and content consumption within Black AmericaThe globalization of Black AmericaPower TV usersIncreasing connectivity opens access to new TV optionsSpotlight:Black Millennials and shifts in news media trustThe role of media in cult

14、ureState of representation on TVTV content is a global affairInvesting in NollywoodThe power of Black creatorsSpotlight:The sounds of influenceBrand strategies:Transforming relevance and inclusion ConclusionMethodology&acknowledgments0416212526110406161310191711Copyright 2024 The Nielsen Company(US)

15、,LLC.3Representing Black America is already complex.Population trends will add to that complexity.Percentages reflect answers of any agreement to this question:I wish I saw more representation of my identity group when I watch TV.African Americans defined as respondents born in the U.S.whose parents

16、 were also born in the U.S.Black First Generation respondents were born in the U.S.but their parents were not.Black and Foreign Born respondents now live in the U.S.but were born in another country.Source:Nielsen 2023 Black Diaspora Study powered by Toluna.I wish I saw more representation of my iden

17、tity group when I watch TV.(%Any agree-top 2 box)African AmericanBlack First GenerationBlack&Foreign born68.5%61.2%54.8%16%of the Black American population will be born outside the U.S.by 2026-The U.S.CensusWhile the Caribbean remains the largest contributor of the rising foreign-born Black populati

18、on,Africa accounts for the fastest growth,contributing more than 2 million in 2019 alone8.Diverse in its own right,that influx comprises individuals from 51 countries9,introducing a range of ethnic,linguistic and educational backgrounds.With such a large infusion of people and cultures expected in t

19、he coming decades,complemented by the importance of media within the Black community,the globalization of Black America sets the stage for brands and programmers looking to engage with this diverse audience in a rapidly expanding media landscape.Growing complexity and content consumption within Blac

20、k AmericaAt its core,media is a means of connecting.The stronger the connection,the greater the engagement.Through that lens,no audience places a higher level of importance on media than Black audiences do.On an average day,Black audiences 18 and older in the U.S.spend nearly 12 hours with media1com

21、pared with just under 10 for the general population.Over any given week,media consumption is a near constant totaling more than three full days with content.Perhaps more important,however,is the complexity of this audience,which has a direct impact on the media Black Americans engage with.Today,this

22、 audience makes up an estimated 15%of the U.S.population and includes African Americansdescendants of enslaved Africans during American slavery,Black immigrants born outside the U.S.and first generation Black people with parents from across the diaspora.In fact,Black America already consists of appr

23、oximately 4.6 million foreign-born people7,which the U.S.Census projects will increase to just under 10 million by 2060.At that point,16%of the U.S.Black population will be foreign-born,up from just 7%at the start of the century7.The globalization of Black AmericaThe African-born U.S.population has

24、grown 3X in the past 20 years,and the number of Black immigrants from Africa in 2019 closely mirrors the number coming from the Caribbean8.3xAfricans are under the age of 3010,making them the youngest population on earth.7/10Black Americans are immigrants or children of Black immigrants7.Roughly1/51

25、/3Black immigrants will account for one-third of the U.S.Black populations growth through 20608.Copyright 2024 The Nielsen Company(US),LLC.4Americas key audienceAmong U.S.audiences,Black consumers spend the most time with media.While Black adults 18 and older spend more than 81 hours with media each

26、 week,older groups spend even more.Black audiences 65 and older top the scale,spending an average of more than 92 hours each week with media,which breaks down to about 13 hours and 16 minutes per day.Source:Nielsen National TV Panel;Q2 2023Black General population Total use of TVRadioInternet on a c

27、omputerVideo on a computerApp/web on a smartphoneApp/web on a tabletTotal44:3232:1825:1318:1438:3726:1271:3849:1411:1110:422:583:420:480:521:2313:214:185:129:079:034:245:492:342:0518:5017:084:314:007:066:343:534:473:102:4617:2817:093:122:469:399:263:494:562:051:5917:0816:244:004:1981:1369:2260:0252:

28、1678:0566:5992:1683:0318+18-3435-4965+Weekly time with mediaIn HH:MM5Copyright 2024 The Nielsen Company(US),LLC.Weekly time with TVIn HH:MM54.8%46.6%42%34.9%49.5%39.1%68.7%59.5%LiveTime-shifted TVTV-connected devices23:5318+18-3435-4965+16:556:394:1315:569:4252:5534:215:456:0412:588:492:251:5020:161

29、4:310:540:3617:4113:253:033:0117:3612:22Percent of totalmedia time per weekBlack General populationSource:Nielsen National TV Panel;Q2 2023Black audiences are power TV usersAs with all audiences,Black Americans spend the bulk of their media time with TV.Unlike other audiences,however,the TV plays a

30、much bigger role in their daily lives than the general population.Not only does TV account for a larger share of their media routines,Black adults spend 31.8%more time with TV each week than the general population.In total,Black viewers spend almost 55%of their media time with TV:live programming,ti

31、me-shifted viewing and content they access through TV-connected(CTV)11 devices.Among audiences 65 and older,TV accounts for almost 69%of all media use.Copyright 2024 The Nielsen Company(US),LLC.6Source:Nielsen National TV Panel;Q2 2023Black adults in the U.S.spend almost 55%of their media time with

32、TVThrough the lens of total TV usage,Black audiences are the most proportionate with the time they spend with all TV content,embracing everything TV offers them.Whats driving these record levels of viewing?Given the broadening array of streaming content that audiences have available to them,Black Am

33、erican audiences do spend more time accessing content through their connected TV devices than the general population.But,their time with CTV makes up a much smaller portion of their total TV use than Hispanic and Asian audiences.Percentage of TV time with CTVPer weekIn HH:MMGeneral populationTotal u

34、se of TVTV-connected(CTV)devicesCTV use as%of total TV use44:3217:3623:3512:0217:228:5633:1511:4139.5%51%51.4%35.1%Black 18+Hispanic 18+Asian 18+White 18+Copyright 2024 The Nielsen Company(US),LLC.7Black audiences enjoy the growing abundance of content variety8Copyright 2024 The Nielsen Company(US),

35、LLC.Source:Nielsen U.S.streaming content consumer survey,July 2023Agreement that increased choice makes it difficult to find something to watchIn addition to enjoying all types of TV programming,Black audiences are the least likely to feel overwhelmed by the growing expanse of titles and programs av

36、ailable to them.While U.S.TV audiences now have access to more than 1.1 million unique titles12 across linear and streaming channels,Black audiences say theyre less likely than other viewing populations to feel that the abundance of choice is making it more difficult to find something to watch13.Str

37、ongly/somewhat agree(Top 2 boxes)Strongly/somewhat disagree(bottom 2 boxes)Black37%34%Hispanic47%25%Asian45%22%White44%28%Strongly/somewhat agreeStrongly/somewhat disagreeBlack37%34%Hispanic47%25%Asian45%22%White44%28%Given the amount of time that Black audiences spend with TV,complemented by the fa

38、ct that more than 84%of the titles available to them12 are available on streaming services,its not surprising that 73%of this group pays for three or more streaming services,well above the average of 60%across all audiences.For streaming engagement context,only 32%of streaming subscribers paid for t

39、hree or more services just three years ago.And we see Black audiences embracing streaming content choice across constituencies.Two out of three Black queer women,for example,say its essential that they curate the content they watch,well above the 54%of all women who feel that way.15%16%NoneBlackTota

40、l population8%15%19%22%18%19%16%16%14%15%12%4%6+543216%15%Source:Nielsen U.S.streaming content consumer survey,July 2023Content access is the other facet that helps Black audiences tap into the many options available to them.For example,Black TV households that access over-the-air(OTA)programming wi

41、th a digital antenna are more likely to complement their TV diets with streaming service content and live programming from virtual multichannel video programming distributors(vMVPDs)such as YouTube TV,fuboTV and Hulu Live.In the U.S.18%of Black TV households fall into this category,above the nationa

42、l average of 14%.73%of Black audiences access three or more streaming services2 billion minutes viewedBel Air(Peacock)2.6 billion minutes viewedGinny and Georgia(Netflix)9Copyright 2024 The Nielsen Company(US),LLC.Number of paid streaming servicesPopular streaming programsNumber of paid streaming se

43、rvicesNielsen Streaming Content Ratings-U.S.Black audiences,202320192023Broadband onlyBroadcastCable15.2%17.3%70.4%41.0%12.4%43.8%How Black households access TV contentIncreasing connectivity opens access to new TV optionsBroadband only homes(BBO)access TV content primarily via broadband connection

44、and do not have access to content via digital antenna or traditional cable subscriptions;Broadcast households access TV programming via digital antennas.Cable homes subscribe to a package of channels via set-top-box.Note:In 2024,Nielsen will reclassify homes that have a vMVPD as Cable Plus homes.Thi

45、s will reduce BBO and OTA universe estimates and raise Cable Plus universe estimates.Source:Nielsen National TV Panel14 Nielsen defines BBO homes as those with at least one TV set able to view streaming video from an internet source.Additionally,none of the TV sets in a BBO home receive content from

46、 an multichannel video programming distributor(MVPD),digital broadcast satellite or over-the-air(OTA)source.In 2024,Nielsen plans to reclassify homes that have an vMVPD from broadband-only or OTA to Cable Plus.This change will reduce BBO and OTA universe estimates and raise Cable Plus universe estim

47、ates.This increased connectivity fosters greater access to content,which means more opportunity to find content that will resonate.Compared with 2019,when streaming content was more likely to be subscription based,todays lower-barrier landscape features a wealth of ad-supported options,including fre

48、e ad-supported television(FAST)services,which dont require users to set up accounts or maintain subscriptions.FAST services,popularized by Tubi,Pluto TV and the Roku Channel,are among the fastest-growing streaming options among TV audiences.These three services,for example,combined to account for 3.

49、2%of total TV usage in November 2023.The appeal is greater,however,among Black audiences,who spent 3.6%of their TV time with Tubi alone.Just a few years ago,we didnt see as much engagement with vMVPDs.Thats because more than 70%of U.S.Black TV households1 relied on traditional cable and satellite pl

50、ans for their TV content.Fast forward to today and we see how the expanding streaming landscape has inspired a significant shift in how audiences access TV content.As of September 2023,broadband-only(BBO)14 TV homes,which access TV content through an internet connection,had grown to account for near

51、ly 44%of Black U.S.TV householdsup from less than 13%back in 2019.Copyright 2024 The Nielsen Company(US),LLC.10The role of media in cultureMedia can be very powerful,especially when people see or hear themselves in it.Diversity is a foundational aspect of media,and its something that audiences long

52、for when they choose something to watch or listen to.Sixty-two percent of Black respondents felt that watching diverse,representative programming was a way to learn more about the struggles and experiences of their identity group compared to 43%of audiences overall15.SpotlightSources:Nielsen Scarbor

53、ough USA+Consumer POV,Release 1,2023;Nielsen Black Diaspora Study powered by Toluna Sources:Nielsen Scarborough USA+Consumer POV,Release 1,2023;Nielsen Black Diaspora Study powered by Toluna Globally,an estimated 2 billion people will have the opportunity to vote in elections in 2024,making media tr

54、ust and news literacy top-of-mind for many.Access to journalists and trustworthy reporting is essential,and in the U.S.,some Black Millennials have shifting perceptions of where to find news they can trust.Black Millennials:Shifts in news media trust Only about 10%of Black Americans feel local TV ne

55、ws isnt a reliable source,but Black Millennials make up a significant portion of that group(32.3%)and were more likely than Millennials overall(28.1%)to feel local TV news isnt reliable.Reliance on local TV news is waning:Black Millennials rely heavily on social media for access to news contentnamin

56、g social media,YouTube and cable TV as top news sources in our study.In fact,according to Nielsen Scarborough,Black Millennial Americans are among the most likely to source news from social media and two times more likely to trust the information they get there compared to U.S.adults overall.Differe

57、ntiating the value of local journalism to this generation will be essential to maintain trust,especially as the social media landscape continues to rapidly evolve with issues like regulation,changing profit models and generative AI.Social media is trusted:Copyright 2024 The Nielsen Company(US),LLC.1

58、1Through the lens of inclusion,Black talent on TV has never been more visible.In fact,Black talent had a higher share of screen(SOS)16 than other historically excluded populations in the second quarter of this year,making it the first time that Black SOS was highest across all three TV content optio

59、ns.Black,Hispanic/Latino and Asian&Pacific Islander populations continue to grow and diversify across the U.S.,underscoring the broader movement toward greater inclusivity for Black,indigenous,people of color(BIPOC)talent in Hollywood.While significant progress is being made on screen,the numbersand

60、 audience demandsuggest theres room for even more.Share of screen 2021-2023Source:Gracenote Inclusion AnalyticsIn second-quarter 2023,Black talent led diverse representation with the highest share of screen across broadcast,cable and streamingQ2 2021Q2 2023Q2 2021Q2 2023Q2 2021Q2 2023Black20.7%22.9%

61、12.4%11.9%18.8%17.5%Hispanic22.8%21.1%4.2%5.2%11.3%7.5%Asian&Pacific Islander3.2%4.4%3.5%4.8%11.5%16.1%BroadcastCableStreamingCopyright 2024 The Nielsen Company(US),LLC.12The wealth of content available and high SOS for Black talent notwithstanding,Nielsens 2023 Black Diaspora Study powered by Tolun

62、a found that 67%of Black audiences still say theres not enough representative content to meet their demandthe most likely to feel this way of any audience17.51.7%Total U.S.66.5%Black/African American59.7%AANHPI37.5%Native/Indigenous33.4%White26.7%Anotherrace61.4%Hispanic/LatinoI wish I saw more repr

63、esentation of my identity group when I watch TV%Somewhat agree/strongly agreeAnd while U.S.Black audiences are 1.4x more likely than the general population6 to say theres not enough representation,the demand is even higher in other countries.This data suggests that at a macro-level presence of Black

64、 talent may be widespread,but audience demand for representation that captures complex intersectionality across Black communities will continue to grow.67%of Black audiences say theres not enough representative content on TVSource:Nielsens 2023 Black Diaspora Study powered by TolunaBlack people with

65、 disabilitiesBlack LGBTQ+Black menBlack women70%64%66%60%Different identity groups within Black America feel varying degrees of misrepresentationPercentage somewhat agree/strongly agree with the statement:I often feel my identity group is misrepresented in media.Source:Nielsen 2023 Black Diaspora St

66、udy powered by TolunaCopyright 2024 The Nielsen Company(US),LLC.13BrazilNigeriaU.K.U.S.South Africa60.8%74.8%64.4%62.7%61.2%BrazilNigeriaU.K.U.S.South Africa47.2%44.0%39.0%36.2%49.6%South Africa47.2%44.0%39.0%36.2%49.6%47.2%44.0%39.0%36.2%49.6%Black audiences often feel misrepresented in media Among

67、 Black audiences%somewhat agree/strongly agreeThe demand for greater representation is globalAmong Black audiences%strongly agreePerhaps more important than representation,however,is the need for diverse,authentic and accurate portrayals in contentsomething Black audiences feel needs to be improved.

68、While this sentiment is high globally,its particularly outsized in Nigeria.Percentages reflect answers of“strongly agree”to this question:I wish I saw more representation of my identity group when I watch TV.Source:Nielsen 2023 Black Diaspora Study powered by TolunaCopyright 2024 The Nielsen Company

69、(US),LLC.14Percentage somewhat agree/strongly agree with the statement:I often feel my identity group is misrepresented in media.Source:Nielsen 2023 Black Diaspora Study powered by TolunaCopyright 2024 The Nielsen Company(US),LLC.14Skin complexion/skin colorHair typeCountry of originType of neighbor

70、hood or communityBlack AmericaBrazilU.K.South AfricaNigeria73.4%76.0%77.7%87.6%80.0%69.8%75.7%65.9%77.6%72.0%68.4%80.2%60.6%84.0%76.0%64.9%56.3%52.7%68.0%62.0%15Copyright 2024 The Nielsen Company(US),LLC.Dimensions of diversity:How Black identity groups are displayed on screenAmong Black audiencesPe

71、rcentage somewhat agree/strongly agree with the statement:I often see people represented in media with my _.Source:Nielsen 2023 Black Diaspora Study powered by TolunaHow can content and campaigns deliver deeper,more authentic and inclusive portrayals of Black people?Although the quantity of Black re

72、presentation is high,examining the patterns and elements of how and where Black people are depicted in media can be revealing.In Black America,for example,representation of hair types and locations are lagging according to Nielsens 2023 Black Diaspora Study powered by Toluna.Besides skin color,Black

73、 viewers in the U.K.believe their other dimensions of diversity are less represented in content than in other markets.Not only do these depictions provide more accurate portrayals of the diversity among Black people,but representation in media can also help break real-world bias against common pract

74、ices like colorism.TV content is a global affair for Black audiencesGiven the widening realm of the TV landscape,its not surprising that representation and diversity dimensions vary from service to service.But when audiences find what theyre looking for,services have an opportunity to keep them enga

75、ged beyond the initial attraction.Investing in Nollywood*In the first 2 weeks of their premiereBlack audiences also take their engagement with TV content to the next level,oftentimes leveraging captions and subtitles for a richer content experience.This tendency reflects similar trends among young a

76、udiences who watch programming on social media platforms like TikTok and Instagram.Fifty-two percent of Black American Gen Z audiences,for example,say they use subtitles to better understand the content they watch.Subtitles also help this audience engage with content in languages they dont speak.Bla

77、ck Gen Z viewers in the U.S.,for example,are 1.6x more likely than the general population to use subtitles to watch content in languages they dont speak.In Nigeria and South Africa,the use of subtitles in other languages is significantly higher.52%of Black Gen Z viewers say they use subtitles to bet

78、ter understand TV programmingUnderstanding the benefit of subtitles to Black audiences globallyI am hearing impaired.It helps me follow the content better.It allows me to watch content in languages I dont speak.I dont use subtitles.9.5%3.4%7.2%1.6%6.4%37.9%51.1%60.8%44.8%28.3%44.5%46.6%67.6%63.2%39.

79、2%36.5%21.2%5.2%12.8%28.9%Black AmericaBrazilU.K.South AfricaNigeriaSource:Nielsen 2023 Black Diaspora Study powered by Toluna16Copyright 2024 The Nielsen Company(US),LLC.Source:Nielsen Streaming Content Ratings105Mviewing minsFar from Home175M viewing minsBlood SistersNetflixs investment in Nollywo

80、od content,for example,highlights both a desire to deliver on audience demand and the positive results of that investment.Blood Sisters and Far From Home,two mini series that premiered on the service last year,were met with overwhelming positive engagement.Black AmericaBrazilNigeriaU.K.South Africa%

81、Yes48.3%55.5%62.4%69.7%56.8%The other critical aspect of TV among younger generations is that it no longer lives within the confines of historical definitions.Younger generations,especially digital natives,dont distinguish between terms like broadcast,cable and streaming.They simply view a screenone

82、 that provides access to whatever theyre looking for at any given time.The power of Black creatorsIn the quest for representative content,audiences are increasingly using their screens to engage with Black content creators and influencers on social mediaespecially when perceptions of representation

83、across traditional channels are lackluster.And while Black audiences from around the globe believe its important to follow Black creators,theyre not alone.Nearly 60%of audiences in Brazil,for example,say its important to follow Black influencers on social media.And the impact of Black creators doesn

84、t stop there.Their unique ability to influence the course of the culture is in high demand beyond the Black community,with 51%of white Gen Z Americans in our study agreeing its important to them to follow Black influencers as well.I follow Black creators/influencers based in countries different from

85、 where I liveFurther displaying the import and export of Black experiences,more than half of first-generation Black Americans say theyre following a Black creator based outside of the U.S.,and seven out of 10 Black respondents from the U.K.said they followed Black creators from other countries.This

86、global trend of audience demand for Black creators remains in stark contrast to a persistent pay equity gap compared to white influencers.According to the latest research from MSL U.S.,the pay disparity between Black and white influencers on platforms like instagram can be as high 67%.The firms U.K.

87、report also found a 22%overall pay gap between Black and white creators.17Copyright 2024 The Nielsen Company(US),LLC.Black First Generation55.3%Black&Foreign born45.2%African American48.2%Source:Nielsen 2023 Black Diaspora Study powered by TolunaThe importance of connection among Black audiences isn

88、t limited to video content.Music is especially meaningful for the African American community and a common cultural thread across the diaspora.And when it comes to discovery and engagement,traditional radio is critical for the U.S.Black audience,especially younger generations.Black 18-34-year-olds in

89、 the U.S.,for example,are nearly 20%more likely than the general population to discover new music by listening to traditional radio.Outside of the U.S.,video platforms,digital radio services and social media play a bigger role in musical artist and genre discovery.The sounds of influence18Copyright

90、2024 The Nielsen Company(US),LLC.How Black audiences discover musical artists and genresRadioDigital playlists(e.g.Spotify,Pandora)Video platforms(e.g.YouTube)Social mediaBlack AmericaBrazilU.K.South AfricaNigeria42.4%33.8%33.7%45.6%54.4%44.4%59.3%55.3%55.0%64.4%56.8%66.8%53.5%57.4%70.5%81.6%71.6%72

91、.6%50.8%54.8%Source:Nielsen 2023 Black Diaspora Study powered by TolunaOutside the confines of our devices,music takes on a whole new level of influence when audiences get to experience it live.According to our recent Black Diaspora study,two-thirds of Black Americans agree that attending concerts a

92、nd festivals is a great way to connect with their culture.And in more recent years,in light of elevated ticket prices,that increasingly means leaving the U.S.to see a show.Beyoncs recent Renaissance tour is a perfect example,its global shows enticed many U.S.fans to travel as a way to get better sea

93、ts for less money.The tour closed as one of the highest-grossing in more than decade and its global impact was significant,bumping up the U.S.GDP by more than$4 billion and possibly causing inflation to rise in Sweden.As hot a ticket as Beyonc is,however,no genre stands out among Black audiences lik

94、e hip-hop,especially among Millennials and Gen Z.According to Gracenote Global Music Data,more than 96,000 of the most-listened to artists globally are rap and hip-hop artists,and 149 countries are home to at least one hip-hop artist.In the U.S.,hip-hop has a younger median age than nine out of the

95、top 10 radio formats,with this genre accounting for 20%of all audio streaming among 18-34-year-olds18.And in the same way that artists like Beyonc are exporting their influence around the rest of the globe,more than 30 Afrobeats artists from Africa are gaining traction in the U.S.delivering some of

96、the most listened to songs of the moment,according to Gracenote Global Music Data.Copyright 2024 The Nielsen Company(US),LLC.19Rema,a Nigerian singer-songwriter,originally gained broader exposure with the release of“Dumebi”in 2019.Then,in 2022,he released“Calm Down,”featuring Selena Gomez,which beca

97、me the first single led by an African artist to hit 1 billion streams on Spotify.Tyla,a South African singer-songwriter,signed to Epic Records after the domestic success of her debut single“Getting Late”featuring Kooldrink.She then rose to international prominence in 2023 after a dance routine for“W

98、ater”went viral and pushed the song to the Hot 100 chart.Burna Boy,a Nigerian singer,songwriter and record producer has been a rising star since releasing“Like to Party”in 2012.Then in February 2023,he solidified a presence in the U.S.by headlining the NBA All Star Game.Tems,a Nigerian singer and so

99、ngwriter,rose to prominence after being featured on Wizkids 2020 single“Essence.”In 2023,her hit“Free Mind”spent 17 weeks at No.1 on the R&B/Hip-Hop airplay chart,a record for a female artist.Afrobeats top the charts4531U.S.10161U.K.2519Brazil1301661South AfricaNumber of songsNumber of artistsNigeri

100、aAfrobeats around the worldAround the world,Afrobeats and related genres have broken through.Source:Gracenote Global Music Data,2023 Top 10,000 most popular recordings by country.Measurement not available in Nigeria.Originating in Nigeria and producing the majority of the most popular artists,Afrobe

101、ats hits are among some of the most popular releases in multiple countries.20Copyright 2024 The Nielsen Company(US),LLC.Brand strategies:Transforming relevance and inclusion Todays media environment and seemingly ubiquitous connectivity means that its easier than ever for Black audiences to create a

102、nd curate contentand audiences have a growing desire to seek it out and consume it.So the opportunity for brands has seemingly never been bigger,but meaningful engagement requires more than simply understanding what content is being produced and where audiences are finding it.21Copyright 2024 The Ni

103、elsen Company(US),LLC.More than 35%of Black Americans believe brands portray all Black people the same in advertisingSource:Nielsen 2023 Black Diaspora Study powered by TolunaThe right message is critical,and a persona-rich audience highlights the importance of understanding individuals within a div

104、erse community.Our 2023 Black Diaspora Study powered by Toluna found that brands have some ground to gain on this front.Thats because 35.7%of Black Americans believe that brands always represent Black people the same in advertising,compared with 27.9%among the U.S.general population.We know that peo

105、ple want to see themselves in advertising,but the 59%of Black consumers17 who are more likely to buy from brands that feature their identity groups are going to look elsewhere if they dont see accurate or representative personas.Black audiences in Nigeria,the U.K.and South Africa want more relevant

106、ads in traditional and streaming TV content.Black audiences in Brazil express the most desire for more relevant ads in streaming music.Comparatively,global perceptions about ad content in podcasts are notably better.Globally,Black audiences find ads in podcasts most relevant compared to other mediaT

107、he desire for more relevant advertisingBy media typePercentage somewhat agree/strongly agree with the statement:I wish I could see/hear more relevant ads when engaging the following mediaSource:Nielsen 2023 Black Diaspora Study powered by Toluna22Copyright 2024 The Nielsen Company(US),LLC.72.0%71.5%

108、Black AmericaBrazilU.K.South AfricaNigeria60.7%68.8%73.5%74.5%81.6%63.8%71.0%79.6%57.3%59.5%68.8%73.0%76.4%48.1%53.0%59.2%67.2%68.4%61.5%66.0%68.2%72.8%76.4%Streaming TVRadioPodcastsBroadcast/Cable TVStreaming Music%Somewhat agree/Strongly agreeThis is especially relevant in Nigeria and Brazil,where

109、 more than half of the respondents in our recent Black Diaspora Study said they strongly agree that brands should support the causes they care about.And when brands dont step up,the Black community isnt afraid to walk away from them.23Copyright 2024 The Nielsen Company(US),LLC.Willingness to cut tie

110、s with brands that devalue the Black communitySource:Nielsen 2023 Black Diaspora Study powered by TolunaAlmost 83%of Black consumers in Nigeria say they will cut ties with brands that devalue themImportantly,relevance may warrant more than an applicable brand promise.While people respond well when a

111、n ad offers a relatable value proposition,Black consumers have come to expect that brands support the causes they care about.And that may require taking a stand to keep consumers engaged and rethinking legacy brand safety practices to increase investment with Black-owned media or deepening partnersh

112、ips with Black-owned businesses.Causes we care about:Black-owned businessesIts important to me to buy products from Black-owned businesses or diverse-owned businesses49.1%37.3%63.5%54.4%I will travel a bit further to shop at retailers that carry a selection of Black-owned products.Total U.S.Black Am

113、erica%Somewhat agree/strongly agreeBlack AmericaBrazilNigeriaU.K.South Africa%Somewhat agree/strongly agree48.3%76.1%78.4%82.8%70.8%66.0%U.K.NigeriaIn addition to expecting brands to support them,Black consumers are open to new brands.Theyre also willing to look for what appeals to them,even if it m

114、eans breaking from family brand traditions.Combined,that shines a new light on the premise of brand loyalty.And when it comes to brand discovery,Black audiences are finding more of what appeals to them on channels like YouTube,Instagram and Facebook.In addition,66%of Black Americans say that social

115、media makes it easier to discover and buy from Black-owned brands.TSpotlightMeasuring reach among key segmentsGetting relevance right for Black audiences means finding content environments and brand partners that provide the right setting for connection with an inclusive brand message.Our most recen

116、t study found that well over half of Black audiences are looking for more relevant ads in both streaming TV and streaming music.Vevo is one brand thats investing heavily to deliver on those demands with their content and advertising partners.And theyre leveraging Nielsen measurement to understand ju

117、st how well they deliver.Vevos approach to providing representative content leans heavily into curated music video content that fans and advertiserslove.Diving deeper with a Nielsen Media Impact analysis revealed Vevos YouTube network reaches 54%of Black 18-34 year olds specifically,and 8.8 million

118、Black adults that their top 13 competitors do not reach.Reaches 15.9 million Black adults compared to 12.2 million unduplicated reach among top 13 competitors.Black audiences are engaged with Vevo content,spending 27%more time with the network compared to total P18+.24Copyright 2024 The Nielsen Comp

119、any(US),LLC.Source:Nielsen 2023 Black Diaspora Study powered by TolunaAfrican AmericanBlack First GenerationBlack&Foreign Born45.5%40.0%34.3%I am open to trying new brands even if theyre different from what my parents/family recommend.%strongly agreeSource:Nielsen 2023 Black Diaspora Study powered b

120、y TolunaBlack Audiences Adults Overall+27.0%P18+%Source:Nielsen Media Impact Custom Analysis,October 2023;Nielsen One Digital Select Campaign Metrics Average On-Target%,October 2023*This analysis includes Vevo on YouTube via desktop/mobile only and does not include viewers on Vevo through the YouTub

121、e CTV app.15.9M12.2 MVevo on YouTubeVevo on YouTubeTop 13 competitors on YouTubeAcross every generation of Black viewer,listener and consumer,there are trends that should make the industrys decision makers take note.Whether its deciding the center of social media commentary,reconnecting with roots t

122、hrough global content,or expediting the growth of an emerging FAST network,todays Black audience maintains a powerful influence on the media of today and tomorrow.With record-setting engagement and widespread influence,the power of Black audiences is undeniable.As Hollywood gets back to work after t

123、he months-long strikes of 2023,the industry has an opportunity to rebuild writers rooms and content pipelines.Inclusion should be at the forefront of each productions and brand campaigns growth and development strategy in this next era of mediaparticularly how it serves Americas key audiences and th

124、eir increasingly intersectional identities.To learn more Nielsen insights about the Black audienceclick here.Conclusion25Copyright 2024 The Nielsen Company(US),LLC.Copyright 2024 The Nielsen Company(US),LLC.2526Copyright 2024 The Nielsen Company(US),LLC.MethodologyTelevision methodology Television d

125、ata is derived from Nielsens National TV Panel that is based on a sample of over 41,000 homes that are selected based on area probability sampling.Nielsen 2023 Black Diaspora Study,powered by Toluna Survey conducted of respondents of African descent or Black race/skin color identities(alone or in co

126、mbination)in the U.S.(n=1,310),Brazil(n=263),U.K.(n=264),Nigeria(n=250),and South Africa(n=250).The Nielsen Attitudes on Representation in Media(and supplemental survey 2022)Survey of over 2,000 Android and iOS users fielded by Nielsen Electronic Mobile Meter(EMM)Panel weighted for age,gender,race,e

127、thnicity and income for Android and iOS users mobile phone users conducted in Fall 2022.Nielsen Streaming Media Consumer SurveyCustom Nielsen study conducted in English only from July 7,2023-July 21,2023 via an online survey.It is based on a representative sample of 2,300 U.S.adults 18+who currently

128、 use streaming video and/or audio services.Gracenote Global Video DataGracenote Global Video Data is a collection of aggregated,normalized international video data,imagery and IDs.Within Gracenote Global Video Data,video descriptors are a comprehensive set of identifiers bound by a unified hierarchi

129、cal video descriptors taxonomy.They are used to comprehensively describe a program across the various video descriptor types like theme,character,etc.Nielsen Media ImpactFor national planning,Nielsen Media Impact uses respondentlevel data from Nielsens Total Media Fusion,which includes TV,VOD,SVOD,d

130、igital,digital-place based,print,radio and cinema.The digital video data in NMI is sourced from Nielsens Digital Content Ratings(DCR)data set.This analysis includes video content on web/app through a computer via the Digital(DCR)panel and measures video reach on a mobile device on content with a syn

131、dicated DCR/tag.Nielsen ScarboroughNielsen Scarborough USA+2022 Release 2.Scarborough measures the unique shopping patterns,product usage,demographics,lifestyles and cross-media behaviors of the American consumer at a local,regional or national level,giving the ability to profile over 2,000 measured

132、 categories and brands.Sources1 Nielsen National TV Panel;Q2 20232 Nielsen Scarborough USA+Release 1 20233 Gracenote Global Music Data,Nov 20234 Nielsen 2023 Black Diaspora Study powered by Toluna5 Selig Center for Economic Growth,Terry College of Business,The University of Georgia6 Nielsen 2023 Bla

133、ck Diaspora Study powered by Toluna7 Pew Research Center;January 20228 U.S.Census Bureau 2010,2019 American Community Surveys(ACS),and Campbell J.Gibson and Kay Jung“Historical Census Statistics on the Foreign-born Population of the United States:1850-2000”9 The Migration Policy Institute;May 202210

134、 The United Nations11 CTV refers to any television that is connected to the internet.The most common use case is to stream video content.12 Gracenote Global Video Data;October 2023.13 Nielsen U.S.streaming content consumer survey,July 202314 Nielsen defines BBO homes as those with at least one TV se

135、t able to view streaming video from an internet source.Additionally,none of the TV sets in a BBO home receive content from an multichannel video programming distributor(MVPD),digital broadcast satellite or over-the-air(OTA)source.In 2024,Nielsen plans to reclassify homes that have an vMVPD from broa

136、dband-only or OTA to Cable Plus.This change will reduce BBO and OTA universe estimates and raise Cable Plus universe estimates.15 Nielsen Attitudes on Representation Study,202216 Share of screen,from Gracenote Inclusion Analytics,is the percentage of an identity group that appears on screen.17 Niels

137、en Attitudes on Representation Study,202218 Nielsen audio measurement,April 2023Acknowledgments Sandra Sims-Williams Charlene Polite CorleyWilliam Quinn Stacie de Armas Pat Ratulangi Brian Campbell Veronica Hernandez Arica McKinnonAlana LeverretteLakeya JeffersonKelle ColemanNic LienWendy SmithErick

138、 SanteroAshek HossainVince ONeillGiam SigaudEthnifactsRochell BrownBarbara ShaibuDrew EnglishAbout NielsenNielsen shapes the worlds media and content as a global leader in audience measurement,data and analytics.Through our understanding of people and their behaviors across all channels and platform

139、s,we empower our clients with independent and actionable intelligence so they can connect and engage with their audiencesnow and into the future.An S&P 500 company,Nielsen(NYSE:NLSN)operates around the world in more than 55 countries.Learn more at or and connect with us on social media.Audience Is Everything