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As Pride Month comes to an end, many brands and advertisers may be wondering how to continue to engage and connect with LGBT audiences. One possibly underutilized channel for outreach is podcasts. Edison Podcast Metrics is the only podcasting measurement source that captures podcast consumption across all platforms and producers. Not only does it capture weekly audience size of specific titles, genres, and networks, it also details demographic and identity information about weekly podcast consumers. If you are a brand or advertiser that wants to continue to build your relationship with LGBT audiences, Edison Podcast Metrics tells you how.
Out of the total weekly podcast consuming audience, 12% identify as LGBT. One podcast genre that has a high concentration of weekly listeners who identify as LGBT is fiction. Just under one-third (31%) of weekly fiction podcast listeners are LGBT, signaling a massive opportunity for advertisers trying to reach these audiences.
Edison Podcast Metrics also illustrates the specific titles that have the highest concentration of LGBT listeners in their weekly audience. The five podcast titles with the highest concentration of LGBT listeners are as follows:
Notably, The Magnus Archives, the podcast with the highest percentage of its weekly audience identifying as LGBT (69% of weekly listeners being LGBT), describes itself as a “weekly horror fiction anthology podcast” that incorporates LGBT characters and plot lines into its episodes. The Bald and the Beautifulwith Trixie and Katya, Very Really Good, and My Brother, My Brother, And Me all have close to two-thirds of their audience identifying as LGBT. Go! My Favorite Sports Team also has more than one-half (56%) of its audience describe themselves as LGBT.
The data outlined above is just a small sample of the strategic insights available through a subscription to Edison Podcast Metrics. Data from Edison Research can be used to develop audience acquisition and engagement strategies for many key demographics and populations. Visit our website to find out more.
