• by Ray Schultz , Columnist, December 19, 2023

Publishers and advertisers trying to serve a Black audience have a clear means at hand: Black consumers are among the most devoted podcast listeners, judging by the latest report from Horowitz Research: FOCUS Black: State of Media, Entertainment, and Tech: Consumer Engagement 2023. 

Of the Black consumers surveyed, three in 10 are now consuming podcasts daily or close to it. In contrast, only two in 10 white, non-Latinx listeners are doing so. 

Moreover, six out of 10 Black podcast fans follow specific podcasts regularly. And four in 10 say the medium has replaced other types of content they had enjoyed before.  

The most popular genres are comedy, sports, culinary and popular culture. But 45% regularly tune in to Black-focused content. And more than 50% say they wish there were more Black-hosted podcasts. 

This audience is also more likely than others to keep up with podcasts focusing on social justice, racial justice, women’s rights and LGBTQIA+ content than their white, non-Latinx counterparts.  

Do they listen to advertising? Two out of 10 say podcasts are one of the most effective ways to reach them, with males and 35-49 year-olds most likely to say this. 

“Podcasting is a rapidly evolving medium with lots of opportunities to connect with targeted audiences in spaces and places other advertising doesn’t reach,” says Adriana Waterston, EVP and Insights & Strategy Lead for Horowitz Research.  

Waterston adds, “Given that podcasts provide a platform for culturally specific voices and perspectives that aren’t always heard in mainstream media, it is no surprise that Black and other diverse audiences are gravitating there. It makes sense for advertisers to go there, too.” 

Horowitz surveyed 555 Black consumers in August 2023.