Podcasts Bring Queer Listeners Closer: How Brands Can Tap In

The US landscape is diversifying, with more consumers identifying as LGBTQ+ than ever before. Over 2M Americans identify as lesbian, gay, bisexual, or transgender, making up a vibrant community that can’t be overlooked. How can you reach them? The queer community turns to podcasts to bond over shared experiences, strengthen their resilience, and improve their mental health. 

Listening to a podcast with your favorite hosts can often feel like you’ve stepped into their group chat. And for LGBTQ+ listeners, the connection facilitated by queer podcast creators creates an essential extension of community in the sonic space. There’s an intimacy in hearing from podcast hosts who not only understand your life experiences, but have also lived them, fostering a connection to a host you’ve never met (though it feels like you have). 

This Pride Month, and every month of the year, we’re celebrating the LGBTQ+ community and the digital audio they love.

Podcasts Are a Sonic Connection to the LGBTQ+ Community

For centuries, queer people have had to build their own communities in response to prejudice and violence from mainstream culture and dominant powers. In their thriving counterculture, LGBTQ+ people from all backgrounds and walks of life can explore their sexual and gender expressions, finding understanding, support, and empowerment from their peers and allies. With the rise in popularity of podcasts and content from queer podcast hosts, that feeling of community has transcended the physical plane to bring folks together through their listening preferences. 

Podcast listeners turn to the medium to learn, be entertained, and connect with their communities. And for queer listeners, it’s no different. In fact, the community connection can be the biggest draw to the medium. Seeking and finding community, both IRL and online, is paramount to queer listeners, who are 39% more likely than the general population to say that they need a sense of belonging to feel happy. Podcasts aren’t a once-in-a-while activity but a daily habit, with 76% of LGBTQ+ listeners tuning in daily, consuming categories like comedy, society & culture, true crime, and more.

Find LGBTQ+ audiences on the SiriusXM Podcast Network 

To target queer audiences, go where they’re listening (hint: it’s here). We reach 7M total LGBTQ+ monthly unique visitors (MUVs), with 42% of LGBTQ+ listeners reached through the SiriusXM Podcast Network. Our LGBTQ+-hosted shows include Vibe Check, Lovett or Leave It, Keep It!, Bad Dates, and more. It only makes sense that LGBTQ+ audiences enjoy topics that’s as diverse as they are, with hosts discussing everything from dating fiascos, to politics, to pop culture. 

And when you’re ready to kick off your campaign, we offer leading targeting solutions, from the first-party Pride enthusiasts audience segment, to podcast shows, to diverse podcast creators, giving you plenty of options to reach queer ears. 

LGBTQ+ Podcast Hosts Carve Out Space for Queer Stories and Perspectives

Part of what makes our slate of queer-hosted podcasts so special is that the hosts are acutely aware of the ways that they and their listeners take up space in the mainstream world as minorities. A podcast host can make or break a listener’s experience, with 44% of LGBTQ+ listeners looking for podcasts hosted by people who seem like they’d be friends with in real life.

LGBTQ+ hosts on the SiriusXM Podcast Network are claiming their space to get personal, dive into the latest in news and culture, and chat with experts and celebrities. The care that hosts show each other and their guests reflects the care that queer listeners seek out in their IRL community, making the attraction to the podcast medium a very natural one.

Listeners come to explore their interests and keep coming back because of the vulnerability and candidness of these hosts. If you think listeners are hesitant to tune in to shows that are uncensored or use explicit language, think again. Almost nine in 10 queer listeners don’t mind if a brand advertises on a show with profanity or explicit language and 69% think it’s more authentic when hosts are uncensored. Because listeners feel uplifted and connected to queer culture when consuming podcasts, brands can tap into these positive feelings for their message to have a deeper impact. 

Get on the Right Side of History

Despite the growing LGBTQ+ community, the current climate surrounding DE&I is shifting. And in response, almost 40% of companies say they plan to scale back Pride Month engagements in 2025, whether it’s sponsoring an event, posting supportive messages, or selling merchandise. With organizations quietly pulling back their investment in Pride Month and the community, LGBTQ+ consumers are not-so-quietly noticing. The majority of queer consumers (66%) want brands to support social issues and movements that benefit diverse communities. And they’re willing to take their dollars elsewhere and invest in the brands that do align with their values. In fact, consumers are double as likely to withdraw support for a brand that cuts down on its LGBTQ+ advertising due to criticism. 

When brands scale back their efforts on Pride Month or with the LGBTQ+ community in general, they’re losing out on educated, high-earning households with significant consumer power. 

Here’s a glimpse at their profiles (and what’s on the line): 

• 3 in 10 same-sex couples have dual Bachelor’s degrees

• $107K is the household income of same-gender couples

• 15% of same-sex couples have children in their household

• 93% of LGBTQ+ listeners have taken any action after hearing a podcast ad

When brands speak to queer listeners highlighting the voices that they relate to, their advertisements go further. 

Do the Work, Reap the Rewards 

To see just how impactful queer-hosted podcasts can be, take a look at this success story. We partnered with a beauty advertiser to boost awareness and reach of Black-owned brands and products and increase foot traffic with the help of Vibe Check. The campaign used a mix of host-read ads and bonus episodes while giving tribute to Black History Month and Women’s History Month.

We pulled off:

• 54K+ incremental store visits 

• 75K+ episode downloads 

• 106+ delivered impressions 

We hit several targets with one arrow, highlighting diverse hosts while celebrating two commemorative months—all in one campaign. It goes to show, giving support to one diverse community isn’t complete without giving support to others. When you collaborate with diverse creators and make honest efforts to represent multi-faceted communities in their ads, consumers do more than notice but take action. 

Feeling inspired, yet? 

Reach LGBTQ+ Podcast Listeners Year-Round 

Remember, celebrating the LGBTQ+ community and queer podcast hosts isn’t exclusive to June. Queer people want to see brands support them year-round, not just during Pride Month. By partnering with SiriusXM Media and leveraging our diverse lineup of podcasts and programming, brands have the opportunity to show authentic support for queer listeners all year long. 

Ready to wave the rainbow flag? Let's talk.

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