Black Viewers Turning to Streaming For their TV Viewing

Black viewers are subscribing to cable, satellite, and streaming services at higher percentages than the general population, with streaming services dominating overall subscription trends, according to a recent report from Horowitz Research.

Nearly half (46%) of Black consumers subscribe to a traditional cable or satellite service, compared to 44% of the total population, according to the FOCUS Black Volume 1: Subscriptions 2025 Horowitz Research survey in February of 587 Black consumers 18+ who are decision makers about subscription services in their home.

At the same time, 86% of Black consumers subscribe to or have access to a subscription video-on-demand (SVOD) streaming service like Netflix, Peacock, or Max, compared to 81% of the general population, according to the survey.

Streaming services overall have become the leading platform of choice for Black viewers, with 47% of Black consumers relying on streaming services as their only source for TV viewing, up from just 5% a decade ago, according to the survey. Another 5% of consumers subscribe only to a virtual multichannel video programming distribution service such as Hulu TV and YouTube TV.

Adriana Waterston, Horowitz Executive Vice President of Insights and Strategy Lead, said services that offer diverse content are better positioned to attract more subscribers in a crowded TV marketplace.
“A commitment to diversity and inclusion in content offerings underscores why focusing on the needs and wants of Black, Latinx, and other diverse audiences remains a business imperative for companies across any industry that wants to grow in today’s marketplace,” she said. “Rather than shy away from these kinds of investments in today’s socio-political environment, companies should really be leaning in.”

Black viewers prefer Netflix more than any other streaming service, with 63% subscribing to or having access to the streaming service compared to 60% for general market viewers, according to the survey. Prime Video finished second with 60% of Black consumers subscribing to or accessing the service, and Disney+ was third with 35%, according to the report.

Waterston said that Netflix’s programming lineup strongly resonates with Black audiences seeking authentic representation and storytelling. In 2025 alone, Netflix has released or announced several high-profile and popular shows featuring Black lead characters, including "The Residence" and the upcoming drama "R&B," a modern-day retelling of the Biblical love story of Ruth and Boaz.

“Netflix has made substantial investments in content by and for Black audiences, as well as global, international content that showcases a wide diversity of cultures, communities, and perspectives,” she said. “This kind of content is in strong demand among consumers overall, and especially among Black viewers.”