Audio Platforms Play Critical Roles For Blacks

The National Association of Black Owned Broadcasters (NABOB), in collaboration with Nielsen, released a new report highlighting the profound influence and distinctive engagement of Black consumers with audio media. 

The report, part of Nielsen’s ongoing efforts to provide data-driven insights into diverse audiences, emphasizes the critical role audio platforms—particularly radio and podcasts—play in connecting with Black America, a demographic with growing cultural and economic clout.

The report reveals that nearly 90% of Black consumers rely on radio as a trusted source for entertainment, information, and community connection, reinforcing its status as a cornerstone of Black media consumption. This high engagement is especially notable given that Black adults spend over 84 hours per week with media overall—more than any other U.S. demographic—according to Nielsen’s broader 2025 findings. 

Radio alone reaches an average of 27.4 million Black adults weekly, underscoring its unmatched scale among ad-supported audio options. The report also highlights generational nuances, with Black Millennials emerging as key influencers. About 55% of them identify as trendsetters, and they are 50% more likely to purchase products endorsed by local radio hosts, showcasing the power of culturally resonant voices.

Podcasts are another area of significant growth, with Black listenership surging in recent years. The report notes that host-read podcast ads achieve a 73% brand recall rate among Black listeners, a testament to the medium’s effectiveness in fostering authentic connections. This aligns with broader trends of Black consumers seeking content that reflects their experiences, a demand that Black-owned media outlets are uniquely positioned to meet. The report argues that brands “must prioritize investment in Black-owned media platforms” to tap into this $2 trillion buying power demographic, challenging the dominance of mainstream outlets like Cox Media Group stations, which often lead in Black audience share but lack the ownership diversity NABOB champions.