Align Your Media Strategies to Consumer Habits and Preferences by Sexual Identity

Transform your marketing and brand strategy by learning how Americans across sexual identities engage with media, including social media, movies, TV shows, online videos, music, and podcasts.

Reading Time: 2 minutes

September 13, 2023
Jill Rosefeld –  Data Analyst

Media engagement differs significantly as we look at consumers across sexual identities in America today; LGBTQ+ Americans spend an enormous amount of time and attention in the digital media space, and these super-users actively engage with digital content creators, other people from their own community, and even with brands. Brands and advertisers across industries must understand these nuances in media usage to excel in the attention economy.

Fill out the form to download an excerpt from Align Your Media Strategies to Consumer Habits and Preferences by Sexual Identity and read below for all the latest insights on this segment.

Align Your Media Strategies to Consumer Habits and Preferences by Sexual Identity

Collage Group’s 2023 Media Habits and Preferences Study provides insights for consumers across sexual identities on where people are consuming media, and why they’re going there. The data dives deep into platform usage and drivers, content preferences, and engagement with influencers and brands on social media.

Here’s the Big Picture:

Your Brand Must Invest in Digital Media and Content and Nurture the Ties within the LGBTQ+ Community’s Inner Circles.

    1. LGBTQ+ people are digital media power users, but their attention and excitement are fragmented across a multitude of platforms and channels.
    2. For LGBTQ+ consumers, media consumption is a communal activity.
      Their Found Family Group Trait fuels their choices and provides brands an opportunity to engage.

Discover a key insight and action step from our study below:

Key Insight: Visual Media Platforms

Know This:

When it comes to LGBTQ+ Americans’ viewing preferences, on-demand, mobile-enabled, and ad-free streaming options beat linear TV programming. But while they watch TV or movies, they are much more likely than everyone else to multitask — digitally and in real life — making it hard for brands to truly get their ads in front of these elusive viewers.

Do This:

  • Capture LGBTQ+ people’s attention with catchy soundtracks, captivating images, and nuanced stories that would compel them to put down their phones (and forks) and focus.
  • Create interactive activations that encourage LGBTQ+ viewers to make their own content and participate in the social media conversation.
LGBTQ+ Consumers Are Expertly Toggling between a Myriad of Digital Channels and IRL Multitasking

Our studies are designed to help your brand navigate to the media properties that matter most to your diverse consumers through insights into diverse consumers’ behaviors, preferences, and habits.

Contact us today to learn how you can turn insight into impact and gain access to these diverse consumer insights and much more in our Cultural Intelligence Platform.

Other Recent LGBTQ+ Research Articles & Insights from Collage Group

Jill Rosenfeld

Jill Rosenfeld

Jill is a Research Manager on Collage Group’s Cultural Insights team focusing on the LGBTQ+ and Gender membership. She is a graduate of the University of Michigan’s Gerald R. Ford School of Public Policy. In her spare time, Jill enjoys exploring Washington DC’s restaurant scene and practicing yoga.

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