Black Culture Drives Consumer Trends in 2025: Why Radio Still Beats Podcasts
Black culture has always been a cornerstone of creativity, innovation, and influence in the global marketplace. From shaping music and fashion to defining viral trends on social media, its impact is undeniable. A new Magna Media Trials study, conducted in partnership with The Shade Room, explores how Black culture continues to shape consumer choices in 2025 — and why radio remains a dominant audio platform among Black listeners, even as podcasts grow in popularity.
In today’s fast-paced media environment, cultural relevance is no longer optional for brands — it’s essential. But what does this mean for marketers, advertisers, and businesses looking to connect with diverse audiences? Let’s break it down.
The study surveyed adults 18+ in the U.S., U.K., and Nigeria who regularly engage with social media. The findings reveal a strong global perception of Black culture as:
Bold, expressive, proud, and creative (89%)
Authentic and influential (87%)
These traits make Black culture a powerful driver of trends that resonate across generations, particularly among Gen Z and Millennials, who are highly engaged in digital spaces.
Social Media Leads the Way for Cultural Engagement
When it comes to accessing and engaging with Black culture, social media dominates as the primary channel, followed by television and websites.
Top Platforms for Cultural Engagement:
Social Media: 66%
Television: 49%
Websites: 27%
This highlights the importance of digital-first strategies for brands aiming to connect with culture-driven audiences.
Perspective Matters More Than Shared Identity
One of the study’s most significant insights is that people engage with Black culture not just because of shared identity, but because of its unique perspective.
Key Drivers of Engagement:
Curiosity and creativity
Sense of community
Authenticity and representation
Audiences crave conversation over one-way messaging. They want brands to actively listen, respond, and participate in meaningful ways, rather than simply pushing ads.
What This Means for Brands in 2025
According to Kara Manatt, EVP at Magna,
“Cultural relevance is essential for meaningful brand connection. When brands consistently show up in culturally relevant spaces, they earn deeper audience trust and respect.”
For marketers, this means:
Invest in Black-led platforms for authentic engagement.
Leverage influencers and creators who embody cultural values.
Move beyond token representation to genuine inclusion and storytelling.
Radio vs. Podcasts: The Battle for Black Listeners
Despite the podcast boom in recent years, radio still outperforms podcasts among Black consumers. Let’s look at the numbers from Edison Research’s Share of Ear data and Nielsen Audio Today report.
Podcast Consumption Among Black Listeners
Podcasts account for 12% of ad-supported audio listening among Black consumers 18+.
This is lower than the overall U.S. average of 19% for adults 18+.
While podcasts are growing, there’s still a gap compared to other audio formats.
Why Radio Still Rules
Radio remains the dominant ad-supported audio platform among Black audiences, capturing the majority share of listening time:
Black consumers spend 73% of their ad-supported audio time on AM/FM radio.
For the general population, this number is 64%.
This shows that radio’s stronghold is even greater among Black audiences, due to its community presence, local relevance, and cultural resonance.
Brand Recall and Purchase Intent via Podcasts
Despite podcasts having a smaller share of listening, they deliver strong advertising results among Black audiences:
73% of Black podcast listeners recall a brand name after ad exposure (vs. 70% overall).
54% are more likely to purchase a brand’s product when mentioned by their favorite podcast host.
This suggests that while podcasts have a smaller audience base, they offer highly engaged and loyal listeners, making them a valuable marketing channel.
Implications for Advertisers and Media Planners
Brands looking to connect with Black audiences need to balance their media strategies:
Radio remains essential for reach and frequency.
Podcasts are critical for engagement and brand trust.
Social media and influencer partnerships amplify cultural connection.
Key Takeaways for Marketers: ✔ Invest in Black-owned and Black-focused media platforms. ✔ Prioritize authentic storytelling and two-way conversations. ✔ Combine radio for mass reach with podcasts for deeper engagement. ✔ Use social media as the cultural bridge to sustain relevance.
Why Cultural Relevance Equals Business Growth in 2025
Today’s consumers — especially Gen Z and Millennials — demand that brands do more than sell products. They expect purpose-driven narratives, inclusive representation, and cultural authenticity.
For businesses, this isn’t just a trend — it’s the future of brand strategy. As the influence of Black culture continues to shape music, fashion, language, and digital behavior, brands that embrace these values will earn loyalty, trust, and long-term growth.
Final Thoughts
Black culture isn’t just a trend; it’s a global powerhouse shaping the future of consumer behavior. While podcasts are growing, radio still commands the lion’s share of listening among Black audiences, making it an indispensable platform for advertisers. However, the real key to success lies in cultural relevance, authenticity, and meaningful engagement across all channels.
Brands that understand this dynamic and invest strategically in Black culture will not only win hearts but also drive measurable business impact in 2025 and beyond.
