与过去相比，许多国家的现代文化更加注重多样性、公平性和包容性，但持续进步的需求始终存在，尤其是对于世界各地的 LGBTQ+ 群体而言。全球媒体行业可以在这方面提供帮助，LGBTQ+ 社区的许多人都希望媒体行业能够参与进来，唤起变革和进步。
The headwinds that LGBTQ+ people face vary by country and community, but the community is increasingly looking to the media industry to provide more than just new inclusive and representative programming to watch. In fact, recent Nielsen research1 found that more than one-third of LGBTQ+ respondents globally are comfortable with brands reaching out to them as members of the LGBTQ+ community.
面对往往旨在排挤 LGBTQ+ 人士的歧视性政策，这些消费者希望品牌能够率先拥抱包容性。在支持这项最新研究的九个国家的调查中，墨西哥和美国的 LGBTQ+ 群体最乐于接受包容性的宣传活动，因为那里一半以上的 LGBTQ+ 受访者表示他们对品牌信息持开放态度。
Most visibly, inclusivity and progress is most evident in TV and film. The calls for inclusion have been building steadily, and on-screen representation and thematic content have increased significantly over the past two decades. But momentum to advance more inclusive LGBTQ+ stories on screen is still needed. In fact, the premiere of new titles within the LGBTQ+ genre actually declined from 50 titles in 2020 to 36 titles in 20212.
LGBTQ+ 受众认为电影、电视节目和社交媒体是最具包容性的内容和渠道，而流媒体则被认为是最具包容性的环境。在全球范围内，认为流媒体视频是最具包容性内容类型的受访者比普通人多 10%。LGBTQ+角色或演员的出现是一个开端，但观众也在寻求故事情节的多样性、体验的真实性和内容的启发性--流媒体图书馆似乎更能始终如一地实现这一点。
According to GLAAD’s most recent analysis, for example, the number of LGBTQ+ lead or recurring characters across eight global streaming platforms was two-and-a-half times higher than it was on U.S. broadcast and primetime cable programming.
In aggregate, however, there is much work to be done. While Gracenote 全球视频数据 had identified 817,000 unique video titles as of February 2022, there are just over 1,000 within the LGBTQ+-related genre.
LGBTQ+ 题材的地域范围更令人印象深刻，有 30 多种语言，22% 的题材是用英语以外的语言开发的。法语（法国和加拿大）和德语各占约 4%，其次是西班牙语，占近 3%。
From a production perspective, the U.S. leads in producing TV content that includes LGBTQ+ themes and storylines3. Not only does the production satiate audiences seeking representative content, but the content that is ad-supported provides brands with a medium to engage with consumers who are open to brands engaging with them based on sexual orientation and gender. According to Nielsen’s 游戏状态 report, ad-supported programming in the U.S. from AVOD, MVPD and vMVPD accounted for 35% of streaming minutes during the second half of last year.
尼尔森公司 2021 年进行的一项身份和代表性研究发现，超过 40% 的受访者更愿意购买那些在广告内容中出现其身份群体成员的品牌的产品。
For additional insights, download our recent global LGBTQ+ report.
说明
- 尼尔森国际 LGBTQ+ 包容性媒体认知研究，2022 年
- Gracenote 视频描述符
- Gracenote Studio 系统
