From Podcasts to Courtside: Pharma Media’s Opportunities with US Black Audiences

As the media landscape evolves, so too do the audiences that shape it. A new report from Nielsen’s Diverse Intelligence Series 2025 underscores the increasing influence of Black audiences across digital, audio, and sports media. With an estimated $2.1 trillion in buying power by 2026, Black consumers are not only setting cultural trends but also reshaping how brands connect with their audiences.

For the pharmaceutical and healthcare sectors, this represents both a challenge and a strategic opportunity. As brands look to engage diverse patient groups more effectively, understanding media consumption habits will be crucial to developing trust, driving awareness, and ultimately influencing healthcare decisions.

A Digital-First Audience with Outsized Influence

Nielsen’s findings highlight Black audiences as digital trendsetters, spending significantly more time on smartphones and social media than the general population. On average, Black adults dedicate nearly 32 hours per week to digital media, with social platforms like YouTube, Facebook, and Instagram ranking among their top sources for brand recommendations.

For pharma marketers, this trend reinforces the importance of social media-driven engagement. Traditional direct-to-consumer (DTC) advertising, while still valuable, must now integrate with digital-first strategies that leverage influencers, patient advocates, and AI-driven content to effectively reach and educate Black audiences.

However, Nielsen warns against an...