Spill App Releases Study on Black Digital Culture

Social media platform Spill has published a new study titled “WHAT’S THE TEA? The Cultural Exploration of a Digital Black Renaissance”. The report, released on April 7, 2026, examines how users interact on the app and highlights its role as a community space.

The study was developed in collaboration with cultural strategist and University of Michigan professor Dr. Marcus Collins. It analyzes Spill’s activity throughout 2025, drawing from 1.7 million user conversations, 5 million expressions of engagement, and over 200,000 unique words. The research pays particular attention to African American Vernacular English (AAVE) terms such as “finna,” “Y’all,” and “nah,” – a key part of community identity on the platform.

According to the findings, 30% of users describe Spill as a “safe space.” The study also notes that conversations on the app have mentioned or promoted more than 23,000 brands, showing how cultural discussions often intersect with economic activity. Dr. Marcus Collins described the report as a “Black Paper” rather than a standard trend report. He said it offers an ethnographic look at how language functions as “currency,” supports economic solidarity, and facilitates political engagement within the community.

Spill positions itself as a space built around authentic Black social exchanges, distinct from mainstream social media platforms. The study emphasizes how everyday “tea” (gossip and conversation) reflects broader themes of belonging and communal support in digital environments.

The company indicated that this is the first installment of the research and plans to release future editions. These will explore ongoing changes in digital spaces, cultural developments, and user attitudes toward technology.