Between generations, however, TV viewership among African-Americans is deeply incongruent. African-American Baby Boomers (45-64 years old) spend 7 hours and 53 minutes daily watching live TV, while their younger Generation Y counterparts (18-34 years old) spend almost two-and-a-half hours less time viewing live content (5H:12M). This divide makes sense when you consider the myriad new and ever-expanding viewing options that the traditionally more tech-savvy Gen Y has, at their fingertips.
In fact, 31 percent of Black adults watch online video content and almost 48 percent of Black viewers’ time spent is on YouTube alone. The mobile category could also be playing a role, as smartphone penetration among African-Americans has blossomed from 33 percent to more than 54 percent in the last year. In addition, African-Americans use their mobile devices to download and view videos at a rate 30 percent higher than the general population.