If media buyers thought social habits were one size fits all, Horowitz Research just handed them a plot twist. LGBTQIA+ adults show up on social media at roughly the same rate as everyone else, wi th 93% logging in at least weekly. The difference is where they spend their time once they arrive.
Sure, YouTube, Facebook and Instagram still draw crowds across the board. But beyond those staples, LGBTQIA+ users branch out with enthusiasm that would make a media plan blush.
Usage of TikTok runs about 30% higher than the general market, while Snapchat and X see about one and a half times the activity. Discord nearly doubles. Add Reddit, Telegram, Twitch, Truth Social and Tumblr to the mix and suddenly your “standard plan” looks a bit underdressed.