Visibility on screen is no longer enough for Black television audiences, according to new data that pushes back against the industry’s current approach to diversity. A fresh wave of research from Horowitz Research reveals that while representation still matters deeply, viewers are now demanding something more substantial: a consistent flow of stories that reflect the full spectrum of their lives, interests, and experiences.
The findings come from the 2026 State of Viewing Behaviors FOCUS Black study, which suggests that media companies have a real opening to deepen audience engagement by building a steady pipeline of culturally resonant narratives across multiple genres. The study indicates that the appetite for such content is not passive — it shows up directly in viewing habits, with 65% of Black TV content viewers tuning into Black-oriented programming at least once a week.
Digging into the numbers, 76% of Black TV content viewers say it’s important to see shows that give young multicultural or multiracial people strong, positive role models. Meanwhile, 71% prioritize programming that portrays their culture in ways they can relate to on a personal level.
But the research also uncovers a clear disconnect between what’s currently being offered and what viewers actually want. While seven in ten (71%) of Black consumers surveyed say they’re satisfied with the quality of Black-focused programming, and 70% give high marks to its authenticity, the numbers drop noticeably when it comes to variety and freshness. Only 62% are satisfied with the range of genres available, and just 60% are happy with how often new content arrives.
“For Black audiences, meaningful representation is about being visible on screen, but it’s also having access to a varied content ecosystem that reflects the breadth of their lives, interests, and experiences,” said Adriana Waterston, Executive Vice President and Insights & Strategy Lead at Horowitz Research. “As audiences have more choices, media companies have an opportunity to deepen engagement by investing in a steady pipeline of fresh, culturally resonant stories across genres, and surface this content alongside mainstream fare, not only siloed into specific collections or hubs within their platforms.”
For programmers and streaming platforms, the takeaway is clear: building a deeper, more diverse library of culturally resonant content isn’t just a nice-to-have — it’s a strategic imperative. A broader mix of stories, voices, and genres, refreshed on a regular basis, creates more entry points for discovery and keeps audiences coming back over the long haul.
The 2026 State of Viewing Behaviors FOCUS Black study examines evolving viewing behaviors, content preferences, platforms, and media experiences among Black TV content viewers. The study was conducted online among 634 Black TV content viewers age 18+ in March–April 2026.
CONTACT
More information about the State of Media, Entertainment & Tech: State of Viewing Behaviors FOCUS Black 2026 report is available here. To purchase the report, schedule an interview with an analyst, or to request specific data, please contact Adriana Waterston: adrianaw@horowitzresearch.com.
ABOUT THE STUDY
The State of Media, Entertainment & Tech: State of Viewing Behaviors FOCUS Black 2026 study explores viewing behaviors in the complex media landscape among Black Americans. It examines share of viewing by platform, the devices they use, the types of content they consume, and which services they believe deliver the content they want most effectively. It also explores sports followed, viewing frequency and motivations, how fandom drives actions like app downloads, betting, and merchandise purchases, and interest in major upcoming sporting events.
ABOUT HOROWITZ RESEARCH, A DIVISION OF M/A/R/C® RESEARCH
Horowitz Research helps content providers identify programming and advertising opportunities for their customers and potential customers to help drive acquisition and retention. We provide curated consumer research services to optimize your go-to-market strategies, inform programming decisions, and understand your target audiences’ needs, attitudes, and behaviors around media and tech consumption, subscriptions, and plans for the future. We also offer a suite of syndicated studies with the latest data on how the media industry is evolving. For more information, visit our website.
Keri McBride
M/A/R/C Research
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Why it matters: This data signals that the streaming wars will increasingly be won or lost on the depth and freshness of culturally specific libraries, not just the presence of a few flagship titles. Platforms that treat Black audiences as a monolith risk losing them to competitors who understand that representation must evolve into a broader, more dynamic content strategy.
