Black, Hispanic, and Asian American consumers are redefining the media and marketing game, and it’s critical for brands to understand and genuinely connect with these audiences.
Traditional, old-school, and one-dimensional strategies no longer cut it. The following insights show how multicultural audiences consume media, engage with platforms, and flex their buying power.
But sadly, brands still struggle to connect with multicultural audiences despite their influence and buying power. Their outdated marketing tactics fail because they do not understand the nuances of shifting media habits, the influence of digital communities, and the significant spending growth among these groups.
Ignoring these insights means sacrificing money and loyalty. Let’s examine the data and why it matters for your multicultural marketing strategy.
Black Audiences: Trailblazers in Digital Media and Cultural Influence


Black audiences are reshaping digital media consumption and cultural influence, setting trends that brands can’t afford to ignore. One major shift? A rapid move away from traditional cable. In 2019, just 13% of Black households had broadband-only TV access. By 2023, that number soared to 44%, with free, ad-supported platforms like Tubi and Pluto TV leading the charge. The takeaway is clear: cost-effective digital content dominates, and brands that want to stay relevant need to meet this audience where they are—on ad-supported streaming.
Black Gen Z and Millennials also drive social media trends, particularly on TikTok. While 63% of their peers are active on the platform, 80% of Black teens engage regularly, fueling viral moments that brands scramble to capitalize on. Their creativity isn’t just entertainment—it’s influence. Smart brands will recognize the opportunity to collaborate, amplify, and stay culturally relevant through partnerships with these trendsetters.
Beyond media consumption, Black consumers are an economic powerhouse. Black buying power is projected to surpass $2 trillion by 2026, up from $1.7 trillion in 2024. This isn’t just a market segment—it’s a force shaping industries. Inclusive marketing isn’t a feel-good initiative; it’s a business imperative. Brands that fail to recognize and celebrate this audience’s contributions risk missing out on one of the most impactful consumer groups in the market today.
Hispanic Audiences: Dominating Streaming, Sports, and Digital Engagement


Hispanic audiences are a powerhouse in streaming, sports, and digital engagement, shaping media consumption in ways brands can’t overlook. Connected TV (CTV) is where they dominate—streaming accounts for 50.7% of their TV time, far surpassing the general U.S. population’s 37.3%. Platforms like YouTube and Netflix aren’t just options but essential touchpoints for reaching this audience.
Sports are another major driver of media engagement. The women’s NCAA tournament saw a staggering 354% increase in Hispanic viewership, proving that this audience’s passion for sports is more than a pastime—it’s an opportunity. Strategic sponsorships and targeted advertising in sports media can deliver massive returns for brands.
Beyond media habits, demographics play a crucial role. With 68% of the Hispanic population under 44 and a median age of just 31—well below the national average—this is a young, digitally fluent audience. Traditional marketing won’t cut it. To connect, brands need digital-first strategies built around social media, mobile engagement, and culturally relevant content. Those who get it right will not only reach Hispanic consumers but also earn their loyalty.
Asian American Audiences: Tech-Savvy Consumers Driving Streaming and Growth


Asian Americans are setting the pace in streaming, economic growth, and digital engagement, making them a critical audience for brands to reach. They lead all U.S. demographics in streaming consumption, with 45.4% of their TV time spent on digital platforms. This isn’t just about convenience—it’s a preference. To capture their attention, brands should invest in diverse, international content that resonates with their viewing habits.
Their economic influence is just as compelling. Asian American buying power has skyrocketed, jumping from $560 billion in 2010 to $1.3 trillion in 2023. This isn’t a niche audience—it’s a high-value consumer base with increasing spending power. Brands that prioritize culturally relevant and targeted marketing will win loyalty and long-term engagement.
Ad-supported streaming is another key factor. While this group embraces digital content, they’re also strategic about cost, with 31% of their streaming time spent on ad-supported platforms. That presents a prime opportunity for brands leveraging programmatic advertising to reach an engaged, affluent audience that values smart, relevant content.
Cross-Audience Trends: The Demand for Representation and Digital Innovation
Multicultural audiences aren’t just watching media—they’re shaping it. Across demographics, there’s a clear demand for representation. Black audiences emphasize the need for diverse creative teams, while Asian Americans prioritize in-language and culturally specific content. This isn’t a passive request but an expectation. Brands that fail to deliver risk losing relevance.
At the same time, digital media has fully eclipsed traditional channels. Streaming and social platforms are the new power players, with audiences shifting their attention away from legacy TV and print. The platforms may vary, but the trend is the same—if a brand isn’t prioritizing digital, it’s falling behind.
What This Means for Brands
Multicultural audiences aren’t just consumers but creators, trendsetters, and economic forces. Winning their loyalty requires more than just checking a diversity box. Here’s how brands can keep up:
- Go All-In on Streaming and Social – Meet audiences where they are. Focus on ad-supported platforms like Tubi, TikTok, and YouTube, where engagement is highest.
- Make Representation Non-Negotiable – Hire diverse teams and create campaigns that authentically reflect cultural experiences. Representation isn’t just good PR—it’s a business necessity.
- Let Data Drive Strategy – Personalization is key. From in-language ads to strategic sports sponsorships, brands that use granular audience insights will build stronger, more meaningful connections.