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More Black households are ditching linear TV and turning to streaming.

Oct 26 2021

More Black households are ditching linear TV and turning to streaming. YPulse’s recent media consumption report found that 53% of 13-39-year-old Black consumers pay for streaming services, and according to a Horowitz Research study, while Black consumers have traditionally been loyal cable and satellite TV subscribers, they’re “increasingly cutting the cord at a faster rate.” Over the past four years, pay-TV penetration among Black households has declined from 88% in 2017 to 61% in 2021, and at least half of all cord-cutting Black households in the U.S. have done so in the past three years. Meanwhile, the same data found that 60% of Black consumers say they watch content that’s “specifically geared to Black audiences at least weekly,” while our Representation in Action trend report found that 81% of Black 13-39-year-olds say they wish they saw more people of their race in TV shows/movies. According to Horowitz’s chief revenue officer and insights and strategy lead: Black audiences “should not be taken for granted….Many companies are late to the game, only now focusing on the Black audience in the context of BLM and new diversity mandates.” (Ad Age)