African Americans are more likely than any other ethnic group to watch video content live, according to a recent study by Nielsen. This finding means that African Americans are more likely to see advertisers’ messages because they are not using time-shifted viewing as frequently as other ethnic groups.
The Nielsen survey showed that 76% of African Americans engage in live viewing, compared to 63% of Hispanics, 52% of Asians and 65% of non-Hispanic Whites.
“As device penetration grows, as content reaches people in ways it never could before, so does the appetite to engage with video,” said the report. “Second screen experiences, the ultimate in multitasking, allow us to connect in ways that are immediate.”
The Nielsen also found that African American viewers are just as likely as Hispanics and more likely than Whites to watch video on demand (VOD). Among those surveyed, 5% of Blacks, 5% of Hispanics and 3% of Whites said they engage in VOD. In the highly coveted 18-34 demographic, 5% claimed to have used VOD for viewing.
“Over the last two years, video on demand has matured into a significant platform for content delivery and discovery. Available in more than 60 percent of U.S. households, video on demand (VOD) is increasingly contributing to the viewing potential,” said the Nielsen report. “While on average VOD contributes 4-5 percent in the coveted 18-49 demo, individual shows have seen upward of 15-20 percent increase in viewership from VOD. It’s also a platform that is appealing to younger demos.”