Multicultural Consumer Media Habits & Preferences: Marketing Best Practices for Impact

Multicultural Americans spend an enormous amount of time and attention in the digital media space. Whether it’s social, video, or audio streaming content, these super-users actively engage with digital content creators, other people from their community, and even with brands.

Collage’s 2024 Media Study provides insights into where people are using media, why they’re going there, and how your brand can authentically engage with your target segments across channels. Our latest report dives deep into Multicultural consumers’ platform usage and drivers, content preferences, and engagement with influencers and brands on social media.

This blog and download include a small sample of the deep cultural intelligence available to our members. Contact us to learn how you can unlock access to our cultural intelligence engine.

The Big Picture: Engage with Multicultural Americans in media, especially on the universally loved platform YouTube.

• Hispanics are media trendsetters. Partner with Trail-Blazing Hispanic influencers to set and drive media trends for your brand.
• Black Americans are on-the-go media consumers. Create media solutions that cater to the multitasking lifestyle of Determined Black Americans.
• Media is a powerful cultural connector for Asian Americans. Develop media that reflects Asian Americans’ Cultural Duality, bridging traditional heritage with modern experiences.

Key Insight #1: Social Media

YouTube is the go-to platform for Multicultural Americans. Its wide-ranging content and support for creators builds long-lasting trust with Hispanic, Black, and Asian American consumers.

Do This:

• Partner with diverse YouTube creators who have established trust and authenticity with their audiences.
• Launch initiatives that support and mentor emerging Multicultural YouTube creators to help them grow their channels.

Key Insight #2: Video

Black Americans show a distinct preference for free streaming services. Tubi TV is gaining popularity due to its extensive collection of Black Cinema.

Do This:

• Launch targeted campaigns on popular free streaming services.
• Sponsor a film festival or community event that celebrates Black Cinema to enhance Black American engagement.

Interested in the full study? Contact us for additional insights on how to connect with today’s consumers, and to learn how to make your brand a winner with high-growth segments.