With Black History Month (BHM) just wrapping up in the US, we surveyed 1,673 Americans aged 18+ from March 1-2 to understand how this month honoring significant achievements was observed. The slight majority (53%) indicate they observed BHM at least as much as in previous years, with another 7% having observed BHM this year, but to a lesser extent than previous years. By generation, Boomers are most likely to have never observed BHM.
Among those who observed BHM this year, the most common actions taken revolved around consuming relevant content, specifically, watching a documentary about racial injustice, content curated for BHM on streaming platforms, a documentary about notable moments in black history, and/or social media content (25-31%). At lower levels, our respondents listened to a podcast relevant to BHM, taught a child about the significance of BHM, posted about BHM on social media and/or read a book by a black author (12-13%).
When asked to volunteer which specific content they watched, Judas and the Black Messiah, One Night in Miami, The Black Church, Ma Rainey’s Black Bottom, 13th, and Martin Luther King Jr. footage were among the most popular. Top self-identified channels & platforms for watching BHM content included PBS, Netflix, YouTube, Prime Video, Hulu, ESPN, BET, CNN, and MSNBC.
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