NEW ROCHELLE, N,Y.—A new study from Horowitz Research indicates that streamers and content providers who want to attract African-American audiences need to provide culturally relevant content and that Black audiences are already embracing vMVPDs, FAST channels and Black-targeted streamers.
“Culturally relevant content has always been an important piece of the media pie for Black audiences,” notes Adriana Waterston, executive vice president, Insights & Strategy Lead for Horowitz Research, a division of M/A/R/C Research. “With retention being a challenge in the SVOD and vMVPD spaces and engagement a challenge for FAST/AVOD, offering top-notch Black content can be an important differentiator.”
