Understand and Embrace LGBTQ+ Consumers’ Media Habits and Channels

Media is a major aspect of consumers’ everyday lives. Americans spend a significant amount of their time and attention consuming social media, visual entertainment, and audio streaming content. For brands and advertisers across industries to succeed, they need to understand where people are going to consume media content, and why they’re going there.

Collage Group’s 2022 Media Habits and Channels Study provides insights on the specific platforms LGBTQ+ Americans go to, their media habits, and their preferences for media content. The data dives deep into content and platform drivers—spanning categories, passion points, and identity attributes.

Key Findings: Music

• LGBTQ+ consumers are music super fans. From soundtracking mundane daily tasks to spontaneous dance parties or organized music events and festivals — LGBTQ+ listeners are there for it all.
• Streaming audio services and social media are the key sources of music discovery for LGBTQ+ consumers.

Context:

Social media, including YouTube and audio streaming services, provide easy (and often free) access to a vast variety of music to today’s consumers. LGBTQ+ listeners, who are generally younger than other Americans, are especially well-positioned to take advantage of everything that the musical world has to offer.

Action Step:

• To better connect with LGBTQ+ consumers through music, find the synergy between their favorite music and video content genres and extend the reach through social media.

Key Findings: Reading

• Reading may not be Americans’ favorite pastime, but more than a third of LGBTQ+ consumers read at least a few times a week. They are also more likely than their non-LGBTQ+ peers to listen to audiobooks.
• LGBTQ+ readers pick up a book in search of relaxation, escape from reality, or a chance to use their imagination.

Context:

LGBTQ+ consumers are partial to digital, on-demand content delivery systems, and this preference extends to books and other reading materials. But that doesn’t render print obsolete. Independently owned bookstores that serve the community as spaces for free-spirited living, connection, collaboration, and creativity continue to nurture these readers’ appreciation for physical books.

LGBTQ+ readers’ desire to shelter from reality with a book in hand is akin to their drive toward more escapist content in movies and TV. In the realm of books and graphic novels, this consumer segment can exercise their Proud Group Trait more freely and authentically.

Action Steps:

• Examine your print ad placement and prioritize print publications specifically targeted at the LGBTQ+ community.
• Find inspiration for your creative campaigns in popular, trending books as well as LGBTQ+ consumers’ preferred genres.
• Leverage the power of smaller influencers and online book fandoms to better connect with this consumer group.

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