LGBTQ+ Consumer Media Consumption
Optimize your brand’s connection with LGBTQ+ consumers by understanding where they consume media content, and why they go where they do. Keep reading for key insights on social media and visual entertainment.
Media is a major aspect of American life. Whether it’s social media, visual entertainment, or audio content, Americans spend a significant amount of time and attention in the media sphere. The time and attention spent on media presents an awesome opportunity for brands to connect with consumers. But to do this efficiently and effectively, brands need to understand where people are going to consume media content, and why they’re going there.
- Are they following specific topics?
- Are they following influencers?
- Are they looking for products to purchase?
- Are they just killing time?
- Is it device dependent?
- Does it depend on the race, ethnicity, sexuality, gender of the characters or hosts?
Collage Group’s 2021 Media Study answers these questions. Our research reveals the specific platforms LGBTQ+ media users go to, and what they’re using them for. The research also deep dives into content and platform drivers, including topics of interest and what consumers value in the personalities (e.g., influencers, podcast hosts, characters) they interact with across social, visual, and audio media.
Social Media
Key Insight: LGBTQ+ consumers are more comfortable making new friends online and are more likely to use social media to find community.
Community is essential to understanding LGBTQ+ consumer behavior online. Social media allows LGBTQ+ Americans to connect with other people who understand what they are going through and who can offer support. Social media also provides members of the segment the ability to share their stories and learn more about their identities. Because of the benefits that social media offers them, LGBTQ+ Americans are more likely to make friends online than Non-LGBTQ+ Americans, and more likely to consider those friendships just as important as “in real life” friendships.
Visual Media
Key Insight: LGBTQ+ viewers of all ages use significantly more streaming platforms per person, on average, than Non-LGBTQ+ viewers.
While all groups are likely to use multiple visual streaming platforms to access the content they want to see, LGBTQ+ Americans use more platforms. Younger LGBTQ+ viewers use the most streaming platforms out of all the groups. They are also least likely to say that they feel overwhelmed by the number of platforms available nowadays.
Harness the power of cultural intelligence to win diverse America. Contact us to discover how you can turn insights into impact today!