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  • Writer's pictureJoey Amato

Revry Partners w/ Nielsen to Deliver Study on LGBTQ+ Audience

The untapped potential of LGBTQ+ media presents advertisers with a compelling opportunity to connect with an engaged, loyal, and action-oriented audience.

According to the ANA’s LGBTQ+ Marketing Inclusion March 2024 survey, only 34% of marketers are currently leveraging LGBTQ+-owned or targeted media to activate this lucrative audience base, despite these platforms often outperforming their mainstream counterparts in audience engagement, brand loyalty, and authentic connection to this community.

Revry’s LGBTQ+ Streaming Audience Insights, powered by Nielsen, aims to understand the power and loyalty of LGBTQ+ audiences, particularly on free advertising-supported streaming (FAST) platforms and Connected Television (CTV). The study provides critical insights into the behavior, preferences, and attitudes of LGBTQ+ viewers towards brands seeking to speak to this lucrative audience, which commands $1.7 trillion a year, making it the third-largest consumer group in the United States.

Background and Methodology

Revry set out to understand the power, loyalty, and profile of their LGBTQ+ audience, with a special focus on FAST platforms. Categories of particular interest include Beauty, Automotive, CPG (Grocery and Household Items), Quick Service Restaurants (QSR), and Pharma.

Nielsen conducted the study by collecting survey responses from a list of Revry viewers. This methodology enabled Nielsen to gather comprehensive insights into the behaviors, preferences, and attitudes of LGBTQ+ viewers towards brands and media representation. By leveraging this targeted approach, the study provides valuable data to inform marketing strategies and improve the authenticity and effectiveness of LGBTQ+ inclusive advertising.

The study was conducted via an online survey, meticulously designed to gather detailed insights. Participants began with a series of screener questions about their age, gender, and sexual orientation to ensure a qualified and representative sample. Next, eligible respondents answered questions regarding their streaming service behavior and preferences, the representation of LGBTQ+ individuals in media content and advertising, and their views on targeted messaging in advertisements.

Following this, respondents were taken through three randomly selected brand category sections, which included Beauty & Skincare, Automotive, Consumer Packaged Goods (CPG), Quick Service Restaurants (QSR), and Pharma. Towards the end of the survey, Revry viewers provided feedback on their perceptions and usage of the platform. Finally, respondents were asked additional questions regarding their category usage and demographic information for profiling purposes. This comprehensive survey design enabled a thorough understanding of the LGBTQ+ audience's media consumption and brand interaction behaviors.

Key Findings LGBTQ+-friendly advertising drives brand loyalty and increases the likelihood of purchasing from a brand.

● Members of the LGBTQ+ community seek support from brands and are eager to show support in return, by purchasing from the brand.

● Nearly two-thirds of viewers agree that they are more likely to purchase from a brand that advertises in LGBTQ+ TV programming or features someone from the LGBTQ+ community in their advertising.

● 1 in 5 viewers are more likely to buy from a brand that sends targeted messages based on gender identity or sexual orientation.

It is considered highly important that brands, across all categories, participate in and support LGBTQ+ community, events, and causes.

● Across all brand categories, more than 3 in 5 viewers agree that it’s important for brands to show support for LGBTQ+ events and causes and the community as a whole.

Advertising within LGBTQ+ programming is seen as supporting the LGBTQ+ community and generates intent to purchase.

● Brands can support the LGBTQ+ community by advertising in LGBTQ+ programming, as affirmed by 7 in 10 viewers.

Results Streaming Preferences and Representation

When it comes to watching content, an overwhelming majority of LGBTQ+ viewers find streaming services more relevant to their identity group than broadcast or cable TV. This preference highlights the ability of streaming platforms to offer diverse and inclusive content that resonates with LGBTQ+ audiences.

Unlike traditional broadcast or cable TV, which according to GLAAD often falls short in providing authentic representation, streaming services can curate a wide array of content specifically tailored to the experiences and interests of LGBTQ+ individuals.

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