A new Nielsen report shows that Black consumers are shaping digital culture—and their spending habits prove it. Yet, many brands are still missing the mark when it comes to meaningful engagement.
Black audiences spend an average of 32 hours per week on mobile apps and websites, outpacing the total U.S. population by two hours. They’re also some of the most engaged social media users, particularly Black millennials, who scroll nearly an hour longer than other adults. But here’s the real kicker: Black consumers wield an estimated $2 trillion in buying power. And brands that fail to connect with them are leaving serious money on the table.
Charlene Polite Corley, Vice President of Diverse Insights & Partnerships at Nielsen, put it bluntly: “Reaching Black consumers may not be a challenge—but connecting with us can be.” She explains that Black audiences gravitate toward platforms that encourage conversation and community. In other words, they’re not just passive consumers; they’re active participants shaping digital trends.
Streaming, Social Media, and Sports Are Driving Sales
Black audiences are watching more TV than the general population—46 hours a week, to be exact. Nearly half of that time is spent on streaming, with YouTube leading the pack. Black consumers spend 13% of their total TV time on YouTube, compared to 10% for all U.S. viewers. And this isn’t just mindless scrolling—44% of Black viewers say they’ve made a purchase based on YouTube content. That’s a conversion rate most brands would kill for.
Social media is another major force. A staggering 63% of Black consumers say they’re more likely to check out a new brand because of an ad or content they saw online, outpacing the general population. Podcasts are also proving to be highly influential, with 73% of Black listeners able to recall a brand name after hearing an ad—higher than the overall average.
Sports Brands Are Missing a Golden Opportunity
Black sports fans are also proving to be a massive untapped market. Take women’s basketball, for example. Between 2023 and 2024, Black viewership for the WNBA All-Star Game skyrocketed by 161%. The WNBA Draft saw an even bigger jump—227%. And the NCAA Women’s Basketball Championship? Up 51%.
Big brands that sponsor these events have a chance to turn sports fandom into customer loyalty. Black sports fans are 7% more likely than the average fan to buy from brands that support their favorite teams or athletes. With rising stars like Angel Reese and A’ja Wilson bringing new energy to the game, this is a moment brands can’t afford to ignore.
The Bottom Line: Inclusion Pays
The message is clear: Black consumers aren’t just trendsetters—they’re buyers. But they want brands to meet them where they are, with content that speaks to their experiences. Companies that treat diversity as an afterthought are falling behind, while those that prioritize real engagement are cashing in. The data is there—the only question is, which brands are paying attention?
