Black millennials are the most technologically-engaged demographic, not only over-indexing with streaming but also using that technology to amplify their influence.
Reports show that in common with other millennials, African-American millennials mostly choose Facebook as their platform of choice for social postings. At the same time, Black millennials over-index on their use of Instagram, SnapChat, Pinterest and Twitter, compared to the population as a whole.
That said, the digital networks that millennials choose depend on their purpose. For engaging large groups, African-American millennials tend to use Twitter. If they want to share some particularly provocative content, they may put it up on Vine, Instagram, or Periscope. And if it’s to rapidly mobilize persons they know and they don’t want the whole world clued in, they may use SMS, WhatsApp or GroupMe.
Our Streamlytics research found that when it comes to socially engaging on streaming, Black millennials mostly join diverse communities on topics like streaming services, celebrity streamers, top-rated shows, and so forth, rather than segregate. Outliers either promote their offerings or have only a handful of members.
Black Millennials on Streaming: Facebook
Most African-American millennials join racially diverse groups that pivot around popular streaming topics. The largest and most active of these communities discuss popular streaming services, e.g., TV and video sharing websites like Netflix; podcast sharing websites like Spotify; and music streaming platforms like Apple Music. Other large groups are on video game live streaming sites, like Twitch or Mixer; on celebrity streamers; top-rated shows; and on streaming-related subcategories like anime, gaming, or Esport. Then there are groups that help members achieve their aims, such as promoting their streamed music.
Examples:
- Various groups on Twitch streaming like: Twitch Self Promotion (3.1k members) and Twitch, Youtube Gaming, and Mixer – (26k)
- Various groups on Facebook gaming such as Facebook Gaming Live Streams (13k) and Live Stream Gaming/Twitch/YouTube/FaceBook/PS4/XboxOne/PC (11K members)
- Best Netflix shows to binge (or anything else) (2.8k members)
- Evolution of House // Techno // Live Stream Sets (4.6 members) – “license and post your music”.
- Streaming And Gaming Highlights (128 members)
Facebook: Black-specific groups
The relatively few Facebook groups that are Black-specific and on streaming are best represented by the following:
- Black Ink Crew Live NY/Chicago/Compton (30k members). BlackInkCrew is a Harlem tattoo empire.
- The Power of Black Music! (13K members) – “An open group for all lovers of great and inspiring Black Music, including Old School R&B, Classic Soul, Northern Soul, Funk, Neo.”
- Black Media Consciousness (581 members) A conscious collaboration with “Black Media Collaboration… to support and acknowledge All Arts and Literary Works of in the Black Media displaying their Talents!”
- Andik Black Radio Streaming Online (216 members)
- LeapThruFaith’s Black Voices Group (198 members) · “A group for artistic expression through the posting of [videos of] Black singing, poetry, art and fashion.”
Black Millennials on Streaming: Twitter
When tweeting on streaming-related topics, African-American millennials tend to gravitate to generic issues as opposed to zooming in on ethnicity. Examples include the following:
- On music/podcasts/movies/ TV shows e.g.:
- On distribution networks or current events e.g.
Does BET Represent African American Culture? #TheStarReport
(Black Entertainment Television (BET Networks) targets African American audiences)
Or:
When African-Americans tweet on Black-specific streaming themes, it usually involves some sort of promotion. For instance:
- Or (on promoting a Black film): THE SCAR OF SHAME, a #silent film I scored for & is part of @KinoLorber’s Pioneers of African-American Cinema, is now #streaming on @netflix!
Black Millennials on Streaming: Instagram
The Black streaming-related groups with the most followers are businesses that target African-American audiences. These include:
- Streaming Black (1,202 followers)
- MultiMedia Streaming; Black Press Media Group™️ Black Tech/Entertainment streaming website (2,504 followers)
Individuals who promote themselves, or who create “circles”on Black-streaming topics have far fewer followers. The most prominent is:
- Black hip hop artist from San Diego; C_ho33es_museic (176 followers)
Black Millennials on Streaming: YouTube
African-Americans either form their own groups or join ethnically-diverse groups where they discuss their favorite streamed shows, music genres, celebrities/ performers and so forth
Most Black channels are business-oriented rather than ideological.
Examples:
- Streaming Black by Black Press Media Group – Interviews with Black performers.
- How To Stream Black TV Shows & Movies On Kodi 2016 | BET | OWN | TV One
- Lifetime Black American Movies – One of the many playlists of Black movies.
- Speakers on Black streaming, e.g.; DeShuna Spencer talks KweliTV, Black Owned Media, Video Streaming Services, Black Culture, & more Or, Keyaira Kelly On Why Black Press Matters, Social Media Influence, Our Cultural Movement + More
With the partial exception of YouTube, African-American millennials actively engage in social media posting on streaming-related activities in ethnically-diverse rather than segregated groups.
