Queer content and media platforms are a big draw for Canadians, even if they don’t identify as 2SLGBTQ+ themselves, according to new research.

Using its in-house data platform Choreograph, WPP polled 7,500 2SLGBTQ+ and non-2SLGBTQ+ people in Canada, the U.S. and U.K. about their media habits, feelings towards brands and their own identities. Among Canadian respondents, 20% of those 18 to 24 identified as something other than heterosexual, a number that dipped to 13% of those 25 to 34 and 10% for those 35 to 44. When it comes to gender, 3.6% of those 18 to 24 identified as something other than cisgender, which dropped to 1.3% of those 25 to 34 and 0.6% for those 35 to 44.

Among 2SLGBTQ+ respondents, 91% of Canadians between 18 and 34 reported that they actively seek out queer media, a number that dips only slightly to 85% for those 35 to 44 and rises back to 90% for those 45 to 54. Even among those who identify as heterosexual, 87% of 18 to 24 year olds say they seek out queer media, though that number falls by a greater amount as age goes up: 73% of those 25 to 34, 62% of those 35 to 44 and 51% of those 45 to 54.

Social media is the most popular media platform for 2SLGBTQ+ Canadians, with 77% saying they use it daily, though it is followed closely by TV (both traditional and streaming) at 76%. Short online videos are watched daily by 63% of respondents, with 59% streaming music.

Compared to all adults, 2SLGBTQ+ Canadians under-index slightly on TV daily usage, but over-index on online video, social media and streaming. Also, even though only 42% of 2SGBTQ+ respondents play video games daily and 23% listen to podcasts, they over-index significantly on these platforms, compared to the general public.

For 2SLGBTQ+ Canadians, social media is the most likely place for them to seek out queer content, at 58%, followed by movies at 51% and online videos at 46%. Among non-2SLGBTQ+ Canadians, TV is the most popular source at 54%, followed by movies at 48%.

Overall, 38% of Canadians surveyed said they want more queer content in media, but that number rises 60% when asking only 2SLGBTQ+ people. That number goes even higher when speaking to those who identify as pansexual (83%), trans or non-binary (76%) or are also a person of colour (68%).

In terms of how to improve representation, 62% of Canadians agreed that it could be done with marketing targeted to 2SLGBTQ+ people, the lowest of all options the survey proposed (more diverse range of characters/people in content was at the top at 80%). Further, fewer than half of respondents were able to recall brand activity related to 2SLGBTQ+ issues or topics: 47% of 2SLGBTQ+ respondents could recall changing logos during Pride, with 44% saying they remembered Pride-related campaigns or ads featuring 2SLGBTQ+ people.

Despite this, only 26% said changing a logo is something they would want to see in the future, while 43% said they would like to see ads featuring 2SLGBTQ+ people and 42% said they would want ads to bring attention to 2SLGBTQ+ issues.