As the advertising market for podcasts continues to grow and a growing number of TV and media companies are adding podcasts to their offerings, a new study from Horowitz Research finds that Black American consumers are heavy users of the medium and that it is an effective way for advertisers to reach them.
Horowitz’s data has long shown that Black Americans have consistently been among the most engaged with entertainment and technology, using subscription streaming services and streaming music more frequently than their white, non-Latinx counterparts.
