From The Desk of Sarah Kate Ellis, President & CEO
This year marks the 20th edition of GLAAD’s Where We Are on TV (WWATV) study and marks nearly three decades of tracking LGBTQ characters on television. Over that time, we’ve witnessed incredible progress—from marriage equality to greater overall visibility and understanding of our community. Much of this historic change was shaped by storytelling that entertained audiences while also connecting people.
Past series highlighted in this study and that GLAAD worked with behind-the-scenes—like Pose, Glee, Modern Family, and Grey’s Anatomy—didn’t just reflect society; they actively compelled change. GLAAD and MRI-Simmons research* shows that nearly a third of non-LGBTQ American adults say that LGBTQ-inclusive media has changed their perception of our community.
Storytelling brings us together and this current cultural and political climate calls on creatives and executives to double down on fair and accurate stories of LGBTQ people.
The LGBTQ community finds ourselves at a critical juncture. Hateful rhetoric from politicians and news media runs unchecked, amplified by an outsized megaphone, even as the majority of Americans are supportive of the LGBTQ community. Our latest polling found 74% of non-LGBTQ U.S. adults support equal rights for the LGBTQ community and 70% of Americans say that knowing a brand offers LGBTQ-inclusive products and marketing positively impacts or has no impact on their purchasing decisions.
The past two decades of the WWATV study have shown the impact of LGBTQ storytelling and committed creative partnership. This year’s study counts 489 LGBTQ characters across scripted primetime broadcast, cable, and streaming originals—a remarkable leap from just 47 characters in the first edition. However, while this year’s study marks an increase after two years of decline, it remains far below the 2021-2022 record high.
At the same time, the recent flurry of cancellations sets a dangerous precedent. Over 200 (41%) of the LGBTQ characters counted this year will not be returning due to series cancellations, endings, or limited series format. Beloved series with strong queer ensembles like Heartstopper, Harlem, and Elite will not air further seasons.
This year’s WWATV tracked a large and concerning number of transgender-inclusive series that were canceled or otherwise ended, including groundbreaking titles like 9-1-1: Lone Star, Kaos, and Clean Slate. The number of transgender characters on television has slightly increased from last year, but only four trans characters appear on series that have been officially renewed. At a time when less than 30% of Americans say they know a trans person, the industry could be a critical part of shaping the narrative about trans people as disinformation and anti-trans rhetoric reach new highs in our politics and culture.
The idea that diverse representation will alienate audiences is a myth. It’s a costly business miscalculation fueled by loud, fringe voices when inclusive stories are valued by all audiences. A majority of both LGBTQ and non-LGBTQ U.S. adults say representation is important to them in the TV shows they watch. In fact, over half of LGBTQ Americans and 3 in 10 non-LGBTQ people, that’s 84 million Americans combined, say they are actually more likely to watch a TV show if at least one of the characters is LGBTQ .
In this moment when diverse stories are under heightened scrutiny, GLAAD is partnering with entertainment industry leaders to meet a clear call: Do not cave to pressure to reduce LGBTQ representation. Freedom of speech includes freedom of storytelling, and that includes stories of our community.
The data is undeniable: LGBTQ-inclusive shows are good for business.
- Audience Influence: LGBTQ adults are 46% more likely to be influential in the TV Shows category than the general population, driving buzz as highly trusted recommenders (MRI-Simmons). Shows like Hacks, The Last of Us, Yellowjackets, and Abbott Elementary demonstrate how initial investment can lead to long-term, record-breaking success.
- Consumer Power: The LGBTQ consumer spending power is estimated to be $1.4 trillion in the U.S. alone.
- The Current and Future Audience: 23% of Gen Z U.S. adults identify as LGBTQ (Gallup). Networks and streamers that continue to pass up meaningful engagement with LGBTQ viewers risk alienating and losing this key audience and harming future brand recognition. Audiences will quickly move on to competing platforms that authentically spotlight interesting LGBTQ characters.
The GLAAD Media Institute remains the go-to partner for creatives, executives, and talent to ensure fair, accurate, inclusive, and entertaining LGBTQ stories. And we help culture find great content – ensuring great storytelling is discovered by the consumers who are ready to support series, franchises, and brands that continue to stand with the community.
As we celebrate GLAAD’s 40th anniversary and the 20th WWATV study, the legacy of groundbreaking storytelling that drove progress and acceptance is truly inspiring. I, and the team at GLAAD, are excited to partner on the next two decades of LGBTQ TV and beyond—and we call on the industry to stand firm with us. Because your current and future employees, talent, and audiences already do.
In solidarity,
