The FOCUS Black: State of Viewing & Streaming 2022 study explores how Black viewers are navigating the increasingly complex viewing ecosystem that includes traditional MVPDs, vMVPDs, SVODs, AVOD, FAST, and OTA content. We explore the services they’re using and their share of viewing per platform, the devices they’re watching on and how they divide their time between screens, their sources of show discovery, the kind of content they’re consuming on different platforms (including deep dives on specific genre categories including sports, news, and international content), which services they feel do the best job at delivering the content they seek, and how they feel the streaming experience could be improved.
The study also addresses consumption of short-form content, its impact on long-form viewing, and the kinds of content audiences seek on the various social media platforms they use. This study is essential reading for anyone in the business of creating, distributing, marketing, and promoting content to audiences today. The survey was conducted in April 2022 among 628 Black TV content viewers 18+ (watch 1+ hours of TV/day). The report is available in total market, FOCUS Latinx, FOCUS Black, and FOCUS Asian editions.
The study also addresses consumption of short-form content, its impact on long-form viewing, and the kinds of content audiences seek on the various social media platforms they use. This study is essential reading for anyone in the business of creating, distributing, marketing, and promoting content to audiences today. The survey was conducted in April 2022 among 628 Black TV content viewers 18+ (watch 1+ hours of TV/day). The report is available in total market, FOCUS Latinx, FOCUS Black, and FOCUS Asian editions.
Table of Contents
1. VIEWING BEHAVIORS OF BLACK TV CONTENT VIEWERS1.1 Incidence of streaming
1.2 Share of viewing that is traditional vs. streamed - tracking and by key segments
1.3 How Black TV content viewers segment based on viewing and subscriptions
2. DEVICES & SERVICES USED FOR TV CONTENT VIEWING
2.1 Incidence of streaming to specific devices
2.2 Devices used to stream to the TV set
2.3 OTT services used - overall types, by specific service, and average number used
2.4 Piracy - Services used
2.5 Share of streaming by specific services
2.6 Top-of-mind streaming services for specific attributes
2.7 Features that would improve streaming experience
2.8 Attitudes towards OTT advertising
3. TV CONTENT WATCHED BY BLACK TV CONTENT VIEWERS
3.1 What content viewers are watching weekly - total and by key segments
3.2 Sports fandom
3.3 News: What percent of TV content viewers consume news; the role of TV for news consumption; and weekly viewership of specific types of news programs
3.4 Non-TV content viewership
3.5 Black-targeted content watched
4. TV CONTENT DISCOVERY AND GO-TO SOURCES
4.1 Show discovery methods
4.2 Frequency of use
5. PERCEPTIONS ON REPRESENTATION
5.1 Attitudes towards diversity in media
