More women than men expressed support for increased LGBT+ representation in media, according to a recent survey conducted in 2024 across 23 countries. Support was highest among female Gen Z at 51 percent, followed by female millennials at 43 percent. In contrast, one in three male Gen Z and millennials supported more visibility, highlighting a clear gender and generational divide.
Support and opposition toward more LGBT+ characters on TV, in films, and in advertising worldwide as of March 2024, by gender and generation
Conducted across 23 countries with adults aged 18–74 in Canada, Ireland, South Africa, Turkey, and the United States; 20–74 in Thailand; 21–74 in Singapore; and 16–74 in other regions
Method of interview
Online survey
Supplementary notes
Generations defined as: Gen Z (1996–2012), Millennials (1980–1995), Gen X (1966–1979) and Baby Boomers (1945–1965)
Original question: “To what extent do you support or oppose the following: More LGBT characters on TV, in films and in advertising”
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Ipsos. (June 23, 2024). Support and opposition toward more LGBT+ characters on TV, in films, and in advertising worldwide as of March 2024, by gender and generation [Graph]. In Statista. Retrieved April 22, 2025, from https://www.statista.com/statistics/1608868/lgbt-characters-support-tv-film-ads-by-gender-generation/
Ipsos. "Support and opposition toward more LGBT+ characters on TV, in films, and in advertising worldwide as of March 2024, by gender and generation." Chart. June 23, 2024. Statista. Accessed April 22, 2025. https://www.statista.com/statistics/1608868/lgbt-characters-support-tv-film-ads-by-gender-generation/
Ipsos. (2024). Support and opposition toward more LGBT+ characters on TV, in films, and in advertising worldwide as of March 2024, by gender and generation. Statista. Statista Inc.. Accessed: April 22, 2025. https://www.statista.com/statistics/1608868/lgbt-characters-support-tv-film-ads-by-gender-generation/
Ipsos. "Support and Opposition toward More Lgbt+ Characters on Tv, in Films, and in Advertising Worldwide as of March 2024, by Gender and Generation." Statista, Statista Inc., 23 Jun 2024, https://www.statista.com/statistics/1608868/lgbt-characters-support-tv-film-ads-by-gender-generation/
Ipsos, Support and opposition toward more LGBT+ characters on TV, in films, and in advertising worldwide as of March 2024, by gender and generation Statista, https://www.statista.com/statistics/1608868/lgbt-characters-support-tv-film-ads-by-gender-generation/ (last visited April 22, 2025)
Support and opposition toward more LGBT+ characters on TV, in films, and in advertising worldwide as of March 2024, by gender and generation [Graph], Ipsos, June 23, 2024. [Online]. Available: https://www.statista.com/statistics/1608868/lgbt-characters-support-tv-film-ads-by-gender-generation/
