A. Guttmann
Research Lead covering media
Media consumption among ethnic groups in the U.S. - statistics & facts
Media, whether it be television, radio, print, or internet related, has become a crucial facet of the lives of nearly all Americans. Although all Americans consume media in some form, the most popular platforms and formats differ across the various ethnic groups. Black/African-American consumers spend an average of 3.55 hours per day watching TV, while Asian and Hispanic average around 1.75 and 2.45 hours per day respectively. Around 15 percent of Hispanic Americans and 13 percent of Black/African Americans have listened to an audiobook in the past year, both ethnic groups decreasing consumption year over year. Asian American households are the most likely to have access to a subscription video-on-demand service, while Hispanic American and Black/African American households are successively less likely to use these services. It is difficult to determine the key factor contributing to these differing consumption patterns, but the availability of certain technologies among different ethnic groups due to socioeconomic factors certainly plays a role, in addition to simple differences in tastes or preferences.
Black/African-Americans are among the most influential groups when it comes to television consumption and popularity, with New York, Atlanta, and Washington D.C. being some of the biggest markets. ABC is the highest rated network among Black Americans, with 81 percent of consumers rating it highly. Netflix receives similarly favorable ratings from Black/African American consumers demonstrating the group’s growing interest in online streaming and on-demand media content. Sporting events are among the most popular programs for this group with both NFL and NBA programs pulling in millions of viewers. Around 91 percent of Black/African-American adults are reached by radio on a weekly basis, with R&B and Hip-hop being the most popular musical genres.
Los Angeles and New York are the two largest Asian-American television markets. Asian American consumers spend an average of 18.4 hours per week watching live or time-shifted TV, and an additional 7.33 hours per week using gaming consoles. In general, Asian Americans spend more time using streaming services than they do watching live TV, with the group's favored platforms being Netflix and YouTube. Hispanic-American television media is dominated by two networks: Univison and Telemundo. Telenovelas such as La rosa de Guadalupe and Amor Eterno are particularly popular among Hispanic-American audiences, with both having multiple episodes per week among the most viewed primetime TV broadcasts. Around 28 percent of the content viewed by Hispanic Americans is Spanish-language programming, and traditional live TV remains the group’s favored way of accessing television. Radio remains a popular form of entertainment among Hispanic American communities, over 42 million tuning in every week, which translated to a reach of around 92 percent. Media consumption in the United States is at an all-time high, and different ethnic groups are becoming greatly influential across various media platforms. Hispanic Americans have a particularly strong presence in the radio industry, while African Americans have begun to exert similar influence in the cable TV market. In order for media companies to truly understand the American market, they must be increasingly knowledgeable of the demands of all ethnic groups or risk missing out on huge consumer markets.
Black/African-Americans are among the most influential groups when it comes to television consumption and popularity, with New York, Atlanta, and Washington D.C. being some of the biggest markets. ABC is the highest rated network among Black Americans, with 81 percent of consumers rating it highly. Netflix receives similarly favorable ratings from Black/African American consumers demonstrating the group’s growing interest in online streaming and on-demand media content. Sporting events are among the most popular programs for this group with both NFL and NBA programs pulling in millions of viewers. Around 91 percent of Black/African-American adults are reached by radio on a weekly basis, with R&B and Hip-hop being the most popular musical genres.
Los Angeles and New York are the two largest Asian-American television markets. Asian American consumers spend an average of 18.4 hours per week watching live or time-shifted TV, and an additional 7.33 hours per week using gaming consoles. In general, Asian Americans spend more time using streaming services than they do watching live TV, with the group's favored platforms being Netflix and YouTube. Hispanic-American television media is dominated by two networks: Univison and Telemundo. Telenovelas such as La rosa de Guadalupe and Amor Eterno are particularly popular among Hispanic-American audiences, with both having multiple episodes per week among the most viewed primetime TV broadcasts. Around 28 percent of the content viewed by Hispanic Americans is Spanish-language programming, and traditional live TV remains the group’s favored way of accessing television. Radio remains a popular form of entertainment among Hispanic American communities, over 42 million tuning in every week, which translated to a reach of around 92 percent. Media consumption in the United States is at an all-time high, and different ethnic groups are becoming greatly influential across various media platforms. Hispanic Americans have a particularly strong presence in the radio industry, while African Americans have begun to exert similar influence in the cable TV market. In order for media companies to truly understand the American market, they must be increasingly knowledgeable of the demands of all ethnic groups or risk missing out on huge consumer markets.
