A/B Partners and Win Black/Pa’lante teamed up with Harmony Labs to produce Beyond Demography: Black Audiences Online, a deep dive report that analyzes Black digital behaviors and preferences. At a moment when many are working to elevate the value of Black lives and ensure that they are treated with dignity and respect, this report helps to dig past top-level, superficial views to bring Black audiences into focus with fuller richness and complexity. The report uses media data to step beyond the traditional treatment of Black Americans as a monolith and instead delineates distinct audience subsegments: Learners, Gamers, Strivers, Bootstrappers, and Planners. These psychographic profiles help inform nuanced engagement strategies based on actual online behavior and interests.

Download the report here.