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1、BLACK CONSUMER SURVEYWAVE 4-MEDIA+ENTERTAINMENTWINTER 2023BL ACK CONS UM ER PROJECT1Background The Black Consumer Project About the Creators Methodology Black America At a Glance Executive Summary Time Spent Sports Fandom Black Gamers Creator Story Smart Marketing Moves Appendix 2TABLE OF CONTENTS_3
2、 4 5 6 7 8 14 21 28 35 392Black Consumer Project is an in-depth,multi-wave study of the economic and cultural contributions of Black Americans.This community has more buying power than ever,and our goal is to uncover the unique perspectives,behaviors,and preferences of Black and African-American con
3、sumers.PROJECT OVERVIEW_3Wave 1 The first wave explored core values,personal goals,layers of identity and definitions of success.Wave 2 The second wave explored banking behaviors,financial perceptions and aspirations for the future.Wave 3 The third wave explored the intersections of health,wellness
4、and lifestyle from a mindset and behavioral lens.Wave 4 This fourth and final wave explores media consumption,behaviors and the power of creators.WAVE 4-MEDIA+ENTERTAINMENTQuantasy+Associates is a full-service marketing agency that builds brands by pushing culture in the right direction.We operate a
5、t the intersection of Advertising+Content,Solutions+Strategies,Platforms+Technology,and Influence+Talent.For over a decade,our work has driven incremental revenue,equity,and influence for some of the worlds most iconic brands.ThinkNow is a technology-driven consumer market research company that focu
6、ses on uncovering Hispanic,Asian,and African-American consumer insights as well as Total Market insights that require multicultural expertise.Were focused on culturally diverse consumers because half the children born in the U.S.each year are multicultural,and this trend will accelerate.4ABOUT US_WA
7、VE 4-MEDIA+ENTERTAINMENT4FIELD DATESURVEY METHODSCREENING CRITERIABASE SIZES11/7/2022-11/20/2022 Online Blacks n=1,066 Non-Blacks n=509 18+years of age Self-identified as Black/African American METHODOLOGY_WAVE 4-MEDIA+ENTERTAINMENT5INCREASING INFLUENCEGEOGRAPHIC DISTRIBUTIONThe median age of Black
8、Americans is 32 six years younger than the national median age.More than 1 out of every 3 Black Americans is under the age of 22.As they enter their peak earning years,theyll play a key role in reshaping our economy,forcing companies to reexamine how they do business.2020 U.S.Census;Pew Research Cen
9、ter,2019 American Community Survey;Nielsen,The Power of the Black Community,2020;Selig Center for Economic Growth,June 2021 HOUSEHOLD INCOMEGen AlphaGen ZMillennialGen XBaby BoomerSilent/Greatest6M9M12M3M10%25%23%19%18%5%10%56%17%17%GENERATIONAL DISTRIBUTIONAlthough the majority are descendants of s
10、lavery,there is an increasing number of foreign-born and descendants of immigrants.The Black population has risen in the U.S.,but there has been a more dramatic increase among the foreign-born.As of 2019,they make up 10%of the Black population,which is a 90%increase since 2000.Most foreign-born are
11、Caribbean,and over 1M identify as Afro-Latino.MEDIAN AGECOUNTRY OF ORIGIN According to the 2020 Census,the Black population has increased by 5.6%over the past decade.Those who identify as Black in combination with another race group increased by 88.7%.With a population of 46.9 million,Black American
12、s also wield an impressive$1.4T in buying power.The median HHI for Black Americans was$44,000 in 2019,meaning just under half of all households(46%)were earning more than$50,000 a year.Those earning more than$100,000 represent 18%of the overall Black population.Education has increased significantly
13、as well with the population of those with a bachelors degree(23%),doubling since 2010.BLACK AMERICA AT A GLANCESNAPSHOT_WAVE 4-MEDIA+ENTERTAINMENT6When we launched the Black Consumer Project in the fall of 2021,we set out to tell the story of Black Americans.This is a story rooted in a legacy of Bla
14、ck excellence and fueled by a new generation of innovators,entrepreneurs and thought-leaders.What we uncovered was an incredibly diverse set of interests,experiences and beliefs that not only shift and shape the Black community,but also have a ripple effect on all communities.EXECUTIVE SUMMARY_Despi
15、te centuries of challenges and setbacks,Black Americans continue to rise,thrive and evolve.In our Wave 1 report,we explored their deep connections to ethnicity&culture.In Wave 2,their outlook on money and personal finance.In Wave 3,their beliefs and behaviors on health and wellness.As each chapter o
16、f this story unfolds,we learn more about a segment that is focused on the future and fueled by their collective potential.In this fourth and final wave,we dig deeper into media exploring the unique mindsets,behaviors and aspirations that are shaping the entertainment landscape for Black Americans.Th
17、is report features 5 key chapters:1.Time Spent 2.Sports Fandom 3.Black Gamers 4.Creator Story 5.Smart Marketing MovesWAVE 4-MEDIA+ENTERTAINMENT78NARRATIVE#1TIME SPENTWAVE 4-MEDIA+ENTERTAINMENTFor decades,studies have shown that Black Americans over index for content consumption when compared to othe
18、r ethnic segments.From television to music to gaming,entertainment plays a major role in the lives of Black people across the nation.What is important to keep in mind,however,is that it represents so much more than an escape from the daily grind.For Black Americans,media and entertainment provide op
19、portunities to stay informed,inspired,and connected to one another.We travel to distant lands,learn new skills,dream about our futures,cope with shared losses and celebrate our shared victories through media platforms.In this chapter,well take a look at how Black Americans consume media and entertai
20、nment content on a daily basis.ENTERTAINMENT IS EVERYTHING9TIME SPENT|EXECUTIVE SUMMARY_WAVE 4-MEDIA+ENTERTAINMENTNon-BlackBlackWatching Broadcast TV3.4 hours3.8.hoursWatching online streaming services2.6 hours3.6 hoursPlaying a video game online or on a video game console1.9 hours2.6 hoursViewing/e
21、ngaging with others on social media1.9 hours2.9 hoursListening to podcasts1.0 hour1.5 hoursListening to broadcast radio1.4 hours1.8 hoursWatching videos online1.9 hours3.0 hoursListening to music online2.0 hours3.0 hoursQ1.Thinking about a typical day,about how much time do you spend on each of the
22、following activities?TIME SPENT|DAILY LIVES10With the exception of Broadcast TV,Black Americans consume significantly more media and entertainment content that non-Black Americans.While most of the digital consumption is being driven by Millennials and Gen Z,Black Americans over the age of 55 are st
23、ill consuming over 5 hours of digital content on a daily basis.ENTERTAINMENT IS A MAJOR PART OF BLACK AMERICANS DAILY LIVESWAVE 4-MEDIA+ENTERTAINMENT18-24:3.6 hours 25-39:3.5 hours40-54:2.3 hours 55+:1.2 hours18-24:4.1 hours 25-39:3.9 hours40-54:3.0 hours 55+:1.5 hoursBlack Americans are spending an
24、 additional 6 hours a day engaging with entertainment content compared to non-Black Americans.Black men spend 3 more hours a day engaging with media than Black women do.CONTENT IS KING I FULLY ENGAGEDWhen consuming content,were not always fully engaged.Yet,when it comes to listening to music and wat
25、ching broadcast TV,Black Americans are much more likely to be fully engaged compared to their non-Black counterparts.PASSIVE VS.FULLY ENGAGED CONTENT CONSUMPTIONWAVE 4-MEDIA+ENTERTAINMENTPlay a video game online or on video game consoleWatch online streaming servicesWatch videos onlineWatch broadcas
26、t TV(cable/satellite/over-the-air antenna)Listen to music online/streamingListen to podcastsListen to broadcast radio30%48%40%42%50%54%62%32%42%49%49%53%57%59%BlacksNon-BlacksQ1a.9.How engaged you usually are when doing this activity.(Fully Engaged Summary)11TIME SPENT|VIDEO CONTENT12More than 6 out
27、 of 10 Black Americans are watching TV programming via streaming services.Despite the subscription costs associated with many of the most popular streaming services,this is consistent across income levels as well as gender.Not surprisingly,we do see a steep drop-off in streaming usage when we look a
28、t Black Americans who are over the age of 55 versus those who are 54 and under.THE MAJORITY OF TELEVISION CONTENT IS BEING CONSUMED ONLINEWAVE 4-MEDIA+ENTERTAINMENT44%13%62%CABLE TV SERVICESATELLITE TV SERVICESTREAMING SERVICEOVER-THE-AIR ANTENNAOTHER/NONE20%7%18-24:79%25-39:74%40-54:69%55+:35%56%of
29、 non-Black Americans are using streaming platforms to watch TV programming.Q2.Which of the following do you use to watch TV programming?12https:/upload.wikimedia.org/wikipedia/commons/0/08/Netflix_2015_logo.svg21%20%23%34%37%46%38%59%59%76%17%20%20%27%34%38%42%54%58%73%Blacks Non-Blacks18-24:15%25-3
30、9:26%40-54:19%55+:10%LGBTQ+:28%Women:77%Men:69%BLACK AMERICANS ARE WATCHING ONLINE/STREAMING SERVICES AT ABOUT THE SAME RATE AS OTHER SEGMENTSAs with all Americans,Netflix and Amazon Prime are the two most cited sources of streaming content.Of the subscription-based platforms,Peacock is used at a sl
31、ightly higher rate,especially by Black Gen X.Black Millennials drive the most ESPN+use for the segment.WAVE 4-MEDIA+ENTERTAINMENT18-24:35%25-39:38%40-54:53%55+:38%TIME SPENT|ONLINE/STREAMINGWhite:44%Asian:56%Hispanic:52%Q3.What online/streaming services do you use,if any?13SPORTS FANDOM14WAVE 4-MEDI
32、A+ENTERTAINMENTNARRATIVE#215SPORTS|EXECUTIVE SUMMARY_While Black Americans dominate representation in some sports like football and basketball,they do not in most of all other regulated sports.As we learned in Wave 1 of the Black Consumer Project,representation drives viewership,social currency,and
33、cultural impact.In recent decades,cultural icons in less traditionally“Black sports”like tennis,golf and gymnastics are broadening the landscape for a new generation of fans.Black Americans are not only watching,but engaging in a multitude of different ways.In this chapter,well explore which sports
34、the segment is following and how they interact with them.BLACK FANS MAKE OR BREAK SPORTSWAVE 4-MEDIA+ENTERTAINMENTGen Z is not following sports as closely as Millennials or other previous generations.1.BlackNon-Black18-2425-3940-5455+National Football League48%38%32%44%53%56%College Football31%25%22
35、%33%30%32%National Basketball Association42%20%34%44%45%41%College Basketball28%15%22%29%27%30%Major League Baseball21%25%13%19%22%26%College Baseball 12%9%18%15%11%8%International Soccer7%11%5%10%10%3%NASCAR9%15%8%11%9%7%Professional Boxing20%10%12%25%21%15%Track&Field(Professional or College)16%5%
36、6%15%16%21%Professional Tennis12%9%6%12%11%17%16BLACK AMERICANS OVER INDEX FOR WATCHING OR CLOSELY FOLLOWING MOST SPORTSSPORTS|SPECTATORSWAVE 3-HEALTH+WELLNESSBlack Foreign-Born:19%Q12.Which of the following sports do you watch/follow closely?Football,Basketball and Boxing are some of the top watche
37、d sports for Millennials.2.Even college sports capture a significantly higher share of Black fans than non-Black.3.16SPORTS I FOOTBALL17WATCHING AND CHECKING HIGHLIGHTS ARE THE TOP INTERACTIONS FOR SPORTSWAVE 4-MEDIA+ENTERTAINMENT18-+92%86%85%83%18-+14%25%26%36%18-2425-3940
38、5455+24%36%41%38%18-+12%29%45%48%18-+40%56%59%52%Watch games on broadcast TV or online/streamingAttend games in personRead online content about the sportView/engage with others about the sport on social media Check scores/highlights online Black 30%Black LGBTQ+46%Q13.1.How
39、do you watch/follow/interact with the National Football League?However,young Black Americans are more likely to be attending games in person and engaging over social.SPORTS BASKETBALL18Those more affluent are more likely to check the scores,engage on social and read online about basketball.MORE MONE
40、Y,MORE ENGAGEMENTWAVE 4-MEDIA+ENTERTAINMENTAttend games in personnon-Black41%20%Black26%Foreign-Born BlackRead online content about the sportView/engage with others about the sport on social media Check scores/highlights online$30K$30K-59K$60K-99K$100K+43%47%35%23%$30K$30K-59K$60K-99K$100K+57%50%37%
41、34%$30K$30K-59K$60K-99K$100K+61%66%52%47%Black Americans are slightly more likely to attend a basketball game in person,but foreign born Blacks are the most likely.Q13.3.How do you watch/follow/interact with the National Basketball Association?GEOGRAPHY PLAYS A ROLE IN BOXING INTERACTIONSBlack Ameri
42、cans in the Northeast are most likely to watch professional boxing on TV but those in the West are more likely to attend a boxing match in person.Foreign-born Blacks are the most likely to attend a professional boxing match in person.WAVE 3-HEALTH&WELLNESSSPORTS I BOXINGWatch matches on broadcast TV
43、 or online/streamingWestMidwestNortheastSouth84%91%69%74%Attend matches in personWestMidwestNortheastSouth21%12%15%43%19Attend matches in person50%Black foreign-born21%Black U.S.-bornQ13.11.How do you watch/follow/interact with Professional Boxing?SPORTSI GAMINGVideo games are another way to experie
44、nce and interact,and Black Americans are more likely to be playing fighting or sports video games.Racing and driving video games are played at a similar rate but more affluent Blacks are playing at a higher rate.BLACK AMERICANS SEEK A FULL 360 EXPERIENCE WHEN IT COMES TO SPORTSWAVE 4-MEDIA+ENTERTAIN
45、MENTFighting SportsRacing/Driving25%27%25%26%35%36%Blacks Non-Blacks$30K:23%$30-59K:24%$60-99K:34%$100K+:45%Men:53%Women:16%18-24:49%25-39:44%40-54:37%55+:10%Q22.What types of video games do you usually play?2021NARRATIVE#3BLACK GAMERSWAVE 4-MEDIA+ENTERTAINMENTGAME ON22BLACK GAMERS|EXECUTIVE SUMMARY
46、_Games have been a core aspect of the Black cultural fabric for generations.So it comes as no surprise that the majority of Black Americans spend at least some of their weekly time playing games on their phones,web browsers,consoles and portable devices.Unfortunately,the gaming industry is far from
47、a safe and equitable environment.While conversation volume around representation of Black creators,Black characters,Black eSport professionals,and even HBCU tournaments has increased significantly in the past few years,there is still a long way to go.Despite these challenges,gaming continues to be a
48、 very popular pastime for Black Americans.In this section,well explore more.WAVE 4-MEDIA+ENTERTAINMENTConsole systems 23While Gen Z and Millennials spend the most time gaming,Black Americans across all ages and income levels frequently turn to video games for entertainment.Mobile games are the most
49、commonly played.Q20.7.Thinking about a typical 7-day week,about how many hours do you spend on any of these video-game related activities?THE MAJORITY OF BLACK AMERICANS ARE PLAYING VIDEO GAMES ON A WEEKLY BASIS Video Game Consoles take the 2nd spot,with Black Americans spending 2.7 hours gaming on
50、them.On average,Black Americans spend 1.9 hours gaming on a Laptop,Desktop or Steam Deck.1.2.3.TIME SPENT|BLACK GAMERSWith the highest household penetration,its no surprise that smartphones take the top spot with 3.2 weekly gaming hours.66%of all Black Americans are gaming every week.Gen Z spends th
51、e most time at 16.5 weekly hours.WAVE 4-MEDIA+ENTERTAINMENT25-29:14.9 hours 40-54:11.3 hours 55+:5.1 hours24Q21.Which of the following best describes you when it comes to playing video games?YET THEY CONSIDER THEMSELVES CASUAL GAMERSTIME SPENT|BLACK GAMERSNon-PlayerCasual Player Core PlayerHardcore
52、PlayerProfessional Player6%14%26%43%11%Even though Black Americans are playing on a weekly basis,they do not consider themselves hardcore or professional players.This was consistent with self-perceptions of other ethnic groups,with the exception of Hispanics,who were more likely to consider themselv
53、es casual players.WAVE 4-MEDIA+ENTERTAINMENTCONTENT IS KING I PLAYING VIDEO GAMES25WAVE 4-MEDIA+ENTERTAINMENT1 out of 3 Black Gen Z and Millennial gamers are most likely to be playing with friends in person.By MyselfFriends In PersonFriends OnlineFamily In PersonFamily OnlineRandom Gamers Online18%2
54、0%16%35%18%46%17%19%27%28%25%49%Blacks Non-BlacksQ23.Who are you most likely to play video games with?Like many other forms of content,Black Americans enjoy experiencing it together.When compared to non-Black audiences,Black gamers who spend at least an hour a week playing video games are significan
55、tly more likely to be playing in person with family or friends.VIDEO GAMES ARE BETTER IN PERSON Q20.Thinking about a typical 7-day week,about how many hours do you spend on any of these video-game-related activities?Watching others(experts,competitors)play video games either online(Twitch or YouTube
56、)or in person at events/gatherings.26Black Americans are more likely than any other ethnic group to be watching others play video games(either online or in person)on a weekly basis.On average,Black Americans spend more than 90 minutes watching gaming content each week.VIDEO GAMES ARE ENTERTAINING EV
57、EN WHEN YOURE NOT PLAYINGWAVE 4-MEDIA+ENTERTAINMENTBlackNon-BlackI spend at least one hour a week watching others play video gamesAll Ages18-2425-3940-5455+Black38%63%54%36%12%Non-Black32%52%60%37%3%Black Gen Z spends an average of 2.8 hours a week watching others play games compared to 1.7 hours fo
58、r non-Black Gen Z.CONTENT IS KING I WATCHING VIDEO GAMES58%of Black LGBTQ spend at least one hour a week watching others play video games.Q20a.Thinking about watching others play video games,please indicate where you spend the majority of your time watching people play games.27YouTube and Twitch are
59、 the most popular destinations for Black Americans watching video games.While theyre less likely than non-Black Americans to be watching via Twitch,theyre more likely to be watching via YouTube.YOUTUBE IS THE TOP SPOT FOR WATCHING GAMERS PLAY ONLINECONTENT IS KING I YOUTUBE REIGNS SUPREMEBlack Non-B
60、lackWatches Gamers Play on YouTube61%71%WAVE 4-MEDIA+ENTERTAINMENTWatches Gamers Play on Twitch19%14%28NARRATIVE#4CREATOR STORYWAVE 4-MEDIA+ENTERTAINMENTBLACK CREATORS MATTERTHE CREATOR STORY|EXECUTIVE SUMMARY_While content creators are not new,the economy that encompasses them continues to grow at
61、an exponential rate.Black Americans are a driving force for social media,not only consuming at high rates,but creating at high rates and constantly setting new trends into motion.The unfortunate reality is we are not always given credit where its due.In this chapter,well learn more about how Black c
62、reators are navigating and monetizing in todays creator economy,and well learn more about the subsegment of the Black community thats leading the way.WAVE 4-MEDIA +ENTERTAINMENT29Q3.What online/streaming services do you use,if any?Q4.If you listen to music online/streaming,what services/platforms do
63、 you use?30From financial guidance to health tips and hilarious shorts to the latest music,YouTube is a highly-relevant platform for Black Americans.It outperforms every other streaming music provider including Spotify,Apple Music and Pandora.YouTube also outperforms all streaming video platforms wi
64、th the exception of Netflix and Amazon Prime.YOUTUBE IS A GO-TO SOURCE FOR BLACK AMERICANS SEEKING ENTERTAINMENT CONTENTYouTube is the#3 streaming video platform and#1 music streaming platform for all Black Americans-including those earning more than$100K annually.Watches video content on YouTube(fr
65、ee)46%55%Listens to YouTube Music for streaming music content32%44%THE CREATOR STORY I YOUTUBE REIGNS SUPREMEBlack Non-BlackWAVE 4-MEDIA+ENTERTAINMENTNon-BlackBlack LGBTQ+Facebook69%70%65%YouTube54%68%70%Instagram41%50%52%TikTok33%40%55%Snapchat23%27%40%Pinterest 23%22%31%Reddit14%14%20%Twitter28%32
66、%42%LinkedIn19%17%13%Discord10%8%16%Q5.What social media platforms do you use,if any?THE CREATOR STORY I SOCIAL MEDIA USE31While young Black Americans tend to drive more social media use,Black LGBTQ+are the most likely to be using social media than Black Americans overall.YouTube,Instagram and TikTo
67、k are a few platforms more often used by Black LGBTQ+and Black Americans overall.SOCIAL MEDIA IS ALSO A TOP SOURCE OF ENTERTAINMENTWAVE 4-MEDIA+ENTERTAINMENT18-24:58%25-39:39%40-54:22%55+:4%18-24:83%25-39:74%40-54:70%55+:53%18-24:48%25-39:41%40-54:29%55+:19%Non-BlackLGBTQ+Black Facebook70%58%64%YouT
68、ube28%42%39%Instagram48%49%47%TikTok34%39%34%Snapchat23%27%24%Pinterest 11%18%10%LinkedIn9%24%10%Q7.Have you created or posted any original content of your own on social media in the past 30 days?(Yes)Q7a.On which online platforms have you created content in the past 30 days?THE CREATOR STORY I CONT
69、ENT CREATION32Black LGBTQ+are also more likely to have created content in the past 30 days.Instagram and LinkedIn are a couple of the more popular platforms for Black LGBTQ+to create content for.BLACK MILLENNIALS ARE THE MOST LIKELY TO HAVE CREATED CONTENT IN THE PAST 30 DAYSWAVE 4-MEDIA+ENTERTAINME
70、NTYes Ive created social content in the past 30 days.64%Black LGBTQ+50%BlackYes Ive created social content in the past 30 days.23%18-2462%25-3966%55+50%40-54Q8.Do you consider yourself a social media influencer?(Yes)THE CREATOR STORY I INFLUENCER33WAVE 4-MEDIA+ENTERTAINMENTBLACK MEN AND LGBTQ+ARE MO
71、RE LIKELY TO CONSIDER THEMSELVES SOCIAL MEDIA INFLUENCERS64%44%LGBTQ+BLACK49%BLACK MENBLACK WOMEN38%NON-BLACK41%Q8a.Are you monetizing your content?THE CREATOR STORY|MONETIZATION34While Black and non-Black Americans are monetizing and not monetizing at similar rates,Black LGBTQ+remain outliers and a
72、re even more likely to be cashing in on content.Black Gen Z are also more likely than non-Black Gen Z,and Black men also claim to be monetizing more often than Black women.BLACK LGBTQ+LEAD THE CHARGE ON CONTENT MONETIZATION30%Women41%MenBlackNon-BlackYes,I am monetizing LGBTQ+36%35%49%65%52%50%No/No
73、,I am not monetizing but Im planning to18-24:44%18-24:21%WAVE 4-MEDIA+ENTERTAINMENTBlackNon-BlackLGBTQ+35SMART MARKETING MOVESNARRATIVE#4WAVE 4-MEDIA+ENTERTAINMENT36Q10.Do you actively seek out entertainment(TV,online content,social media,movies)that is culturally relevant to you?(Any Yes)83%77%66%B
74、LACKASIANHISPANICCULTURALLY RELEVANT CONTENT IS CRITICALAcross the board,Black Americans are always on the hunt for content that is relevant to their cultural and ethnic identity.Black$30K:81%Black$30-59K:83%Black$60-99K:89%Black$100K+:88%SMART MARKETING MOVES|CULTURALLY RELEVANT CONTENT18-24:85%25-
75、39:86%40-54:84%55+:80%WAVE 4-MEDIA+ENTERTAINMENTSMART MARKETING MOVES|BRAND VALUE ALIGNMENT37Q11.How important is it to follow brands/companies on social media that align with your values?(Very Important or Somewhat Important)50%Black$30K$30-$59K$60-$99K$100K+42%55%59%64%BLACK AMERICANS ARE MORE LIK
76、ELY TO CONSIDER A BRANDS VALUES BEFORE THEY HIT THE FOLLOW BUTTON.THE IMPORTANCE INCREASES WITH HOUSEHOLD INCOME WAVE 4-MEDIA+ENTERTAINMENT40%Non-BlackFOCUS ON WOMEN CREATORSSPORTS IRLAcross the board,were seeing Black men claim theyre monetizing on content more often than Black women,yet Black wome
77、n are usually behind the calls for proper credit and compensation of Black content creators.Elevate Black women content creators by partnering with them more often and crediting them whenever appropriate.PEACOCK VS.DISNEY+Black Americans are more likely than other segments to be streaming Peacock vs
78、.Disney+where theyre least likely.Peacock launched with a slew of great,dedicated representations for Black audiences,like“Bel-Air”and“The Amber Ruffin Show.”Black representation is key,but it also needs to be consistently showing up in a variety of options.YOUTUBEBlack Americans are more engaged wh
79、en watching videos online or listening to music online and YouTube is one of the top go-to destinations for both of those activities.Consider going beyond using it as a media outlet,and viewing YouTube as a space to co-create your brand in fresh and relevant ways.Younger generations are more likely
80、to attend sporting events in person and culturally relevant content is critical-which is why sports like basketball and football rank so highly for Black Americans.NASCAR,for example,is continuing to make strides in its effort to diversify through programs and big-name talent.An additional solution
81、to consider are enter-to-win or other types of opportunities that physically get young people to the tracks to watch in real time.Theyll organically promote their experience and the sport at the same time.38SMART MARKETING MOVES|TOP 4_WAVE 4-MEDIA+ENTERTAINMENTAPPENDIX39WAVE 3-HEALTH+WELLNESS WILL C
82、AMPBELLMELANIE WILLIAMSROY EDUARDO KOKOYACHUKCo-Founder and CEO Quantasy+Associates40CARLOS YANEZEVP,Head of Strategy Quantasy+Associates Co-Founder and Principal ThinkNowCSVP,Custom Research ThinkNowOUR LEADERS_WAVE 4-MEDIA+ENTERTAINMENT41Blacks(A)Non-Blacks(B)Gender Male49%46%Female51%52%Age18-241
83、2%B6%25-3934%34%40-5426%20%55+29%39%ABorn in U.S90%89%Race/EthnicityBlack,African American100%-Asian/Pacific Islander0%7%AAmerican Indian or Alaska Native2%4%AWhite2%82%AHispanic8%21%A(n=1066)(n=509)LGBTQ+10%10%People w/Disability 22%20%Blacks(A)Non-Blacks(B)RegionNortheast18%19%Midwest17%21%South56%B34%West10%26%AMarital StatusSingle48%B25%Married or living with partner28%45%ASeparated/divorced/widowed10%13%Employment Employed(net)59%55%Retired 15%26%AHousehold incomeMean(in thousands)$43,299$53,397DEMOGRAPHICS_WAVE 4-MEDIA+ENTERTAINMENT