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Study Indicates High Consumption of Streaming Services Among African American Audiences Across Subscription, Free, and Virtual Multichannel Video Platforms

African-American Consumers More Prone Than the Overall Market to Subscribe or Utilize Specific Services, Horowitz Research Indicates

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Services appeal more to African-American consumers than the general market, findings assert by...
Services appeal more to African-American consumers than the general market, findings assert by Horowitz Research.

Study Indicates High Consumption of Streaming Services Among African American Audiences Across Subscription, Free, and Virtual Multichannel Video Platforms

Revamped Piece:

It seems Black viewers are a significant market segment for TV, pay TV, streaming services, and advertising-focused streaming platforms, with a preference for subscription-based and free streaming services, according to the latest Horowitz Research survey.

The study reveals that Black audiences subscribe to MVPDs (46%, compared to 44% overall), SVODs (86%, compared to 81% overall), virtual MVPDs like YouTube TV (34%, compared to 23% overall), and free streaming services (80%, compared to 70% overall) more frequently than the general population.

On the other hand, Black consumers are less likely to use an antenna for free over-the-air reception (17%, compared to 19% overall).

Additionally, the "State of Media, Entertainment, and Tech: Viewing Behaviors 2025" and "FOCUS Black Volume 1: Subscriptions 2025" studies suggest a significant evolution in how Black audiences access video. Between 2020 and 2025, the percentage of Black consumers who could access TV channels via an antenna dropped from 40% to 17%, while the number with a MVPD subscription decreased from 82% to 46%.

Conversely, the percentage of African Americans who accessed free OTT streaming services increased from 57% to 80%, and the take-up of SVOD subscriptions rose from 72% to 86%. The share of viewers with a vMVPD subscription also grew from 29% to 34%.

Ten years ago, just 5% of Black households relied solely on streaming, whereas today, 47% do. Meanwhile, the reliance on traditional MVPDs has shrunk to 5%.

All things considered, it's clear that streaming services are gaining traction among Black viewers. For deeper insights, check out the Horowitz Research reports here.

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  1. The increase in the use of streaming services among Black viewers is significant, with 47% of households relying solely on streaming today, compared to just 5% ten years ago.
  2. The shift in video consumption by Black audiences has led to a decrease in the use of MVPDs, with the percentage of Black consumers with a MVPD subscription dropping from 82% to 46% between 2020 and 2025.
  3. In contrast, the access to free OTT streaming services has increased among Black audiences, with a rise from 57% to 80% between 2020 and 2025.
  4. The famous Horowitz Research reports provide valuable insights into the preferences of Black viewers in media, entertainment, and technology, particularly regarding streaming services and other IP-based video distribution platforms.

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