Nielsen’s latest analysis reveals that a striking 63% of LGBTQ+ audiences in the U.S. feel misrepresented in media and 60% are seeking more accurate content, signaling a significant disconnect between what’s being produced and what audiences want. This gap presents a strategic opportunity for brands and media companies to rebuild trust and foster long-term loyalty.
The report's data shows that LGBTQ+ viewers are 50% more likely than the general population to spend over three hours daily on social media. This insight aligns with 77% of North American marketers planning to increase spending on influencer and CTV/OTT channels. Brands that partner authentically with creators see tangible benefits—supporting this, LGBTQ+ audiences are 47% more likely to buy products endorsed by influencers and 52% more inclined to purchase from campaigns featuring diverse creators.
One compelling case study is “Overcompensating,” a show from LGBTQ+ creator Benito Skinner, which garnered a staggering 123 million minutes viewed in its first week post-release. This success exemplifies Nielsen’s recommendation to invest in authentic partnerships with creators who already have trust and resonance within LGBTQ+ communities.
Nielsen also asserts that brand engagement must extend well beyond Pride Month—advertisers need to be present year-round with inclusive, non-stereotypical messaging. They highlight that 56% of marketers leverage brand equity as a success metric, with upper-funnel awareness a top priority.
Marketing experts underscore the importance of authenticity. A representative Nielsen webinar featured Megan Townsend of GLAAD who asserted, “We exist in all spaces in the real world, and so we should exist in all stories in all types of television,” reinforcing that inclusive content resonates across demographics.
Based on data analysis 62% of LGBTQ+ consumers are more likely to request a prescription after seeing a health care ad, and 59% of Black LGBTQ+ viewers are more likely to seek medical advice. In lifestyle advertising, LGBTQ+ viewers show a 27.2% recent engagement in home improvement shopping, and consumer packaged goods are top advertisers for programming like “RuPaul’s Drag Race,” reflecting the purchasing power of the audience.
This data underscores that brands must go beyond surface-level representation and commit to ongoing investment in inclusive content, creator partnerships, and aligned messaging. With LGBTQ+ audiences actively engaging with brands that demonstrate authenticity, Nielsen provides a clear blueprint for re-connecting and thriving in this evolving media landscape.