What entertainment sources and screens are BIPOC young consumers turning to most—and do they differ from White/Non-Hispanic young consumers? We’re breaking it down, in two charts…
YPulse’s media consumption research regularly tracks the entertainment behaviors of Gen Z and Millennials, from the services they’re using to access content to what kinds of content they’re watching and on what screens. But while our surveys of 13-39-year-olds provide insights on the overall behaviors of these generations, we also look at the differences between specific groups, from Millennial parents to BIPOC young consumers.
Today, we’re looking at the entertainment preferences of BIPOC Gen Z & Millennials—and exploring whether they differ at all from their White/Non-Hispanic peers’. We’ll start with where they’re going to watch content:
When it comes to the top streaming services and entertainment sources that BIPOC young consumers are watching weekly, there is a lot of overlap with the behaviors of White/Non-Hispanic young consumers. The top platform for both groups is Netflix, followed by YouTube. The two groups are also equally likely to be using Hulu and Disney Plus.
The biggest differences seem to lie in the social platforms that BIPOC young consumers are using to watch video content. We recently told you about the social platforms that BIPOC young consumers are using the most, and here we see the differences in social media use between BIPOC young consumers and White/Non-Hispanic young consumers also impacts their entertainment consumption. YPulse reported that BIPOC young people are more likely to be using Instagram in general, and so it makes sense that they’re also more likely to be watching content there. The opposite logic is true of Facebook: White / Non-Hispanic young consumers are more likely to be using the platform, and they’re more likely than BIPOC young consumers to be watching videos there as well.
However, outside of social media video consumption, and the fact that BIPOC young people are slightly more likely to be using HBO Max, we see that the media sources of BIPOC and White/Non-Hispanic young consumers are largely aligned. We also see that their feelings about entertainment on these platforms are very similar—for example, the majority of both BIPOC young consumers (65%) and White/Non-Hispanic young consumers (63%) say they’ve experienced decision fatigue from choosing what to watch on streaming services.
But do these similarities also apply to the screens and devices they’re using to watch content?
Smartphones are the top device that both BIPOC young people and White/Non-Hispanic young people are using to watch content—by far—with 72% of both groups saying they use their phones to watch content weekly. While BIPOC young consumers are slightly more likely to be watching content on their laptops weekly, the top devices for these two groups are again closely aligned. The most significant difference between both groups seemed to be Roku, with 31% of BIPOC young consumers saying they use it compared to 24% of White/Non-Hispanic young consumers. For brands looking to engage BIPOC young consumers, the lesson here may be that there’s no mystery as to where they’re spending their entertainment time—and figuring out the right ways to reach them on these platforms and devices can be the focus.
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