品牌在哪里出现对消费者来说与如何出现同样重要。包容性的内容与包容性的品牌信息相结合，可以产生强大的效果，但许多不同的社区都在努力寻找他们能产生共鸣的内容。
The growth of streaming is undeniable, but traditional television programming remains the primary option for audiences globally. And while diversity in advertising with LGBTQ+ themes is becoming more common, traditional TV programming offers very limited content for this community. As of April 2023, there were only 416 program titles1 on linear television that include video descriptor metadata2 indicating some level of LGBTQ+ representation (theme, topic, character, etc.).
在流媒体平台上，LGBTQ+ 受众可选择的包容性内容多出近七倍（2777 部），截至 2023 年 4 月底，线性和流媒体平台上的视频节目总数达到 3193 部。然而，尽管媒体领域的选择越来越多，但新的 LGBTQ+ 包容性内容的数量在 2019 年达到顶峰后，在 2020 年、2021 年和 2022 年有所下降。
LGBTQ+ 在内容中代表性的下降反映了两种截然不同的动态，它们将在未来几年塑造视频行业的未来：
- Reduced content production amid economic uncertainty, layoffs throughout the industry, the writer’s strike in the U.S. and the fight to stay afloat following the bursting of the streaming bubble.
- The increasing importance of descriptive-rich video metadata, which is critical in helping viewers discover relevant content as the wealth of available content grows. Nielsen’s most recent U.S. streaming content consumer survey3, for example, found that adults now spend 11 minutes and 16 seconds looking for something to watch, which is up 52% from March 2019.
As media companies scale back production and think more strategically about content, it goes without saying that content aimed at specific audiences will be more affected than content developed for broad audiences—but that may be a misguided approach. According to the latest Where We Are on TV Report from GLAAD, 175 LGBTQ characters will not be returning year-over-year with 140 of those specifically on series which were canceled or otherwise ended.
Separately, in an independent study, online publication Them analyzed the shows that went off the air last year and identified 30 that featured LGBTQ+ characters. Of these 30, 21 featured queer women characters. Although tough business decisions are being made, platforms and content distributors should pay special attention to how they are narrowing or expanding representation of historically excluded communities.
我们从研究中了解到，包容观众的内容确实吸引了众多观众。我们在 2022 年对美国电视观众代表态度的研究中发现，87% 的观众有兴趣收看以自己身份群体之外的人为主角的节目。在 25-34 岁的观众中，15% 的人表示 "非常感兴趣"。
9-1-1: Lone Star is a diamond in the rough, given that linear TV programming offers notably less LGBTQ+ inclusive content than streaming services. This FOX drama, which just ended its fourth season, features three lead characters who identify as LGBTQ+, one of whom is a transgender male. The show, which is a spinoff from the original 9-1-1, is also a huge hit with broad audience appeal, as it attracted 8.7 million minutes of viewing among adults 18 and older4 2022 年。
流媒体平台占观众可获得的 LGBTQ+ 包容性内容的 87%，这一点观众并不陌生。在 LGBTQ+ 受众看来，流媒体平台上的电影和节目明显比流媒体服务上的电影和节目更不包容，异性恋受众也是如此。
重要的是，增强包容性并不局限于增加或制作新节目。是的，观众会乐于接受新的包容性内容，但媒体也有办法在现有的制作和营销计划中提高代表性。例如，LGBTQ+ 受众普遍认为，避免内容中的刻板印象是提高内容包容性的最佳途径。媒体行业可以在这方面起到带头作用。
For additional insights, download our recent LGBTQ+ report.
资料来源
1Gracenote 全球视频数据
2Metadata is the data about a specific program, such as content description, cast, crew, original air date, production countries and description languages. Video descriptors are assigned to the programming that is most popular among viewers.
3Sept. 22, 2022-Oct. 5, 2022 via online survey.
4Nielsen National TV panel, 2022; adults 18 and older; live +35
