Horowitz study says Black audiences want more variety and freshness in culturally relevant TV

Horowitz Research’s 2026 FOCUS Black study finds representation still matters to Black viewers, but satisfaction drops when programming lacks genre variety and fresh content. The report suggests media companies have an opening to deepen engagement by broadening the mix of culturally resonant stories and surfacing them more widely across platforms.

Why it matters: - Black audiences still want to see themselves reflected on screen, but the study suggests visibility alone is not enough to hold attention. - Media companies have an opening to build stronger engagement by offering more culturally resonant content across more genres and with more frequent refreshes. - Broader discovery could matter for both programming strategy and retention on streaming platforms.

What happened: - Horowitz Research released findings from its 2026 State of Viewing Behaviors FOCUS Black study. - The research looked at 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 and April 2026. - Horowitz Research is a division of M/A/R/C Research.

The details: - 76% of Black TV content viewers said shows that give young multicultural or multiracial people strong, positive role models are important. - 71% said they prioritize shows that portray their culture in relatable ways. - 65% watch content geared toward Black audiences at least weekly. - 71% of Black consumers surveyed said they are satisfied with the quality of current Black-focused programming. - 70% said they are satisfied with its authenticity. - Satisfaction fell to 62% for the variety of genres available. - Satisfaction fell further to 60% for the frequency of new content. - The report says programmers and streaming platforms should build a deeper library of culturally resonant content. - The report also says a broader and more frequently refreshed mix of stories, voices, and genres can improve discovery and sustained engagement. - More information about the State of Media, Entertainment & Tech: State of Viewing Behaviors FOCUS Black 2026 report is available here. - Horowitz said readers can purchase the report, schedule an analyst interview, or request specific data by contacting Adriana Waterston at adrianaw@horowitzresearch.com.

Between the lines: - The findings point to a gap between appreciation for representation and satisfaction with the current content supply. - The lower scores on genre variety and newness suggest audiences may want less repetition and more breadth, not just more titles with similar themes. - Adriana Waterston said media companies can deepen engagement by investing in a steady pipeline of fresh, culturally resonant stories across genres and by surfacing that content alongside mainstream fare rather than isolating it in separate collections or hubs.

What's next: - Programmers and streaming platforms may use the report to guide acquisitions, commissioning, and content placement. - Horowitz’s study covers additional topics including share of viewing by platform, devices used, content consumption, services viewed as most effective, sports followed, viewing motivations, and how fandom drives app downloads, betting, and merchandise purchases. - Horowitz Research says it also offers syndicated studies with data on how the media industry is evolving.

The bottom line: - Representation still matters, but Black audiences are signaling that freshness, variety, and easier discovery may matter just as much.