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Pillars of Change Media

Pillars of Change Media Advertising

What an exciting time to produce content! Our first series of podcasts are expected to grow substantially over the next decade. Global ad revenue for podcasts and vodcasts is estimated to reach $5 billion in 2026, growing nearly 20% year over year, with video-first formats capturing a growing share of that value. (Source: Deloitte 2026 Tech Report.)

Pillars of Change advertising is all about customization. Our advertising packages are built uniquely for each brand so we can amplify your message to our loyal and engaged audiences with precision. Whether it’s one or both of our shows, The Rubin Rant or Pride This Way, or developing new content around food insecurity and education, Pillars of Change Media is producing content that funds change in the world. And we want you to be a part of the bigger picture.

Look at the Bigger Picture

The broader podcasting market is expected to grow from roughly $35.7 billion in 2025 to $144.5 billion by 2035, reflecting strong fundamentals in on-demand audio/video and giving a long runway for a new studio like Pillars of Change Media. We’re aligned with impact-investing priorities: narrative change, equity, and empowerment.

Since Pride This Way is currently in production in the UK, let’s take a deeper dive into the show’s reach.

A queer travel show distributed on all major platforms sits in front of a massive potential audience, even before niche targeting.

Total addressable audience

  • Global podcast listening is around 584 million people in 2025, projected to exceed 619 million in 2026, across apps like Apple Podcasts, Google Podcasts and iHeart-powered apps.

  • Spotify alone has over 6 million podcasts and about 33% of its global users engaging with podcast content monthly; in the U.S., roughly 42% of Spotify listeners use the platform primarily for podcasts.​

  • In the U.S. specifically, about 42.4 million people listen to podcasts monthly on Spotify, compared with about 29 million on Apple Podcasts.​

YouTube reach for vodcasts (video)

  • YouTube has roughly 2.5–2.7 billion monthly active users worldwide, with nearly 45% of all internet users accessing YouTube each month.

  • YouTube is now the most-used podcast platform among weekly U.S. podcast listeners, with about 33% saying they use YouTube for podcasts.​

Video podcast growth (Apple, Spotify etc.)

  • Spotify reports more than 250,000 video podcasts and over 170 million users who have watched a video podcast on the platform.​

  • Nearly 1 in 3 U.S. Spotify podcast users and 1 in 4 global podcast users engage with video podcasts, with over 70% watching them in the foreground (high attention).

  • Apple’s 2025 year-end update says their “Podcasts had its “best year yet,” with record usage and a continued #1 position for podcast consumption in the U.S.” ​

What this means for a queer travel show

A well-executed queer travel show available on iHeart, Apple, Google, Spotify and YouTube can claim a theoretical reach into hundreds of millions of podcast-capable users plus over 2.5 billion potential YouTube viewers worldwide. We plan on advertising on each platform, via major streaming and digital platforms, as well as outdoor and traditional means.

Strong Partnerships

InterPride is a global network of over 375 Pride organizations from 70+ countries, connecting and coordinating the efforts of all Prides on every continent. Our work helps to further strengthen the global Pride movement, uniting people from all walks of life to celebrate diversity and inclusivity. Pride This Way has designated a portion of our revenue proceeds to benefit InterPride, which represents a powerful step forward in amplifying LGBTQIA+ voices on an international scale. Our goal is to support InterPride’s expansive global network and help strengthen visibility, storytelling, and community connection across borders.

Horlock House is in conversation with AmEx, British Airways, Virgin Airlines, Neutrogena, and more on behalf of Pillars of Change Media podcast portfolio. Led by cultural ambassador Jack Horlock, UK-based Horlock House builds powerful Pride partnerships that unite brands committed to authentic advocacy with LGBTQ+ artists and communities across Europe. Through collaborations with Coca‑Cola, Heineken, L’Oréal, BMW, Neutrogena, Unilever, and Jean Paul Gaultier, Horlock House connects brands to Pride events in meaningful ways that align purpose with profit.

A pillar partner and CDFI, UPI Loan Fund is a 501c3 non-profit org that will manage our Pay It Forward Program and quarterly donation distributions. A defined percentage of every project’s profit is donated directly to victims or to vetted nonprofits connected to that pillar’s cause, so when audiences engage with our work, they also help resource the people and organizations on the front lines. Additionally, they provide micro‑loans to individuals from low‑income communities.

If you are ready to speak to one of our sales representatives, please request our media kit and we will coordinate a time to chat.

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Audiences

ENTERTAINMENT/QUEER TRAVEL

AMONG THE HIGHEST TOP CATEGORIES

These top-trending podcasts are never a drag.

  • On average, an entertainment LGBTQ+ podcast sees above average engagement, heavy weekly listening, and strong loyalty compared with the general podcast audience. LGBTQ+ listeners spend more time with podcasts overall and often treat them as both entertainment and community space, which shapes the key metrics that matter for this kind of show.
  • Around 90% of LGBTQ+ podcast listeners don’t want to miss anything. They struggle with FOMO and say they would “miss” their favorite show if it disappeared, and 70% say podcasts are an important part of their daily routine, indicating very high loyalty for recurring entertainment content.
  • A travel‑plus‑culture format lets you grow internationally by featuring local queens, activists, and Pride organizers from different countries, matching the broader globalization of podcast listening and ad spend.

VODCAST BOOM

Our podcasts reach more people around the world with visually appealing content.  Video‑driven podcasts are seeing the strongest growth, with YouTube and Spotify both reporting rapid increases in video podcast viewing and time spent, especially among Gen Z and millennials.

For example, podcasts featuring drag queens and LGBTQ celebrities tend to show high engagement across several concrete metrics tied to both ally and queer audiences.

Core engagement and Audience metrics

  • Watch time & completion rate: Video is now a primary way people consume podcasts—about 77% of podcast consumers switch between audio and video, and YouTube is the leading platform for discovery and viewing, which pushes up total watch time for highly visual formats like drag and performance content.
  • Studies of specifically drag events and fandom show that audiences extend well beyond queer men: one UK study found about 60% of attendees at drag events are women, half of them straight, which means drag‑centered content pulls in both LGBTQ and allied viewers, widening potential reach for a video podcast.

 

PRIDE THIS WAY PODCASTS ARE AUDIENCE DRIVEN

Queer Travel, Dark Nights, and Sexy Pool Parties

Let’s take a closer look at Pride This Way’s content. Queer travel shows that feature men at Pride pool parties sit right on top of a very engaged, high‑spending niche: LGBTQ leisure and nightlife travel. Our Pride This Way tour will hit beaches across the globe, including Ibiza, Los Angeles, Miami Beach, and Provincetown.

Pride / nightlife‑driven behavior

  • Nightlife and partying—including Pride events, drag shows, and music festivals—account for roughly 37% of LGBTQ travel “interest” share, making party‑centric content (like Pride pool parties) directly aligned with what this audience travels and spends for.
  • New Pride‑travel data show that more than 45% of Pride trips are long‑haul (4,800+ km) and about 58% are solo, indicating highly committed travelers who plan entire vacations around Pride and related parties.

Why this translates to strong content engagement

  • LGBTQ travelers are more likely to book trips and experiences when they see themselves represented in marketing; 70% say representation in travel ads is important, and 73% are more likely to plan a trip when they see that representation. A video series showing queer men at Pride pool parties, resorts, and festivals taps directly into that desire (boys will be boys).
  • Pride‑focused LGBTQ travel video campaigns have dramatically outperformed “generic” tourism content. For example, Toronto’s Pride video generated 50× more views than the city’s average tourism video, while a Las Vegas LGBTQ campaign pulled 148× more views than its typical content.

Together, these metrics—elevated views, long watch time, broad yet passionate audiences, and intense comment/share activity—support the case that audio + video podcasts built around LGBTQ+ influencers, celebrities, entertainers, drag queens, and Pride events around the globe can deliver especially high engagement compared with more generic talk formats.

If you are ready to speak to one of our sales representatives about Pride This Way or other genres in development, please request our media kit and we will coordinate a time to chat.

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TRUE CRIME/SOCIAL JUSTICE PODCASTS

A popular true‑crime, social justice podcast about real court trials and injustices can attract a very large, loyal, and activist audience, so its key metrics tend to outperform many other genres. True‑crime is consistently one of the top three podcast genres in the U.S. Court on Trial will showcase hard hitting court cases like the Epstein files, controversial SCOTUS decisions, victims of domestic abuse and gender bias in family court, and unfair trials and decisions that imprisoned innocent people.

Audience size and downloads

  • A leading investigative true‑crime show can reach millions of listens per month; for example, top-trending true crime podcasts can average roughly 7.2–11 million listens monthly and has surpassed 800 million total downloads.​
  • Across the category, true‑crime listeners are heavy consumers: around 89–92% report binge‑listening episodes, driving high download counts and strong completion rates compared with many other genres.​
  • True‑crime podcast fans are highly engaged: one study found they are 4.4 times more likely to share case details, 3.3 times more likely to provide tips, and 1.8 times more likely to sign petitions related to cases, turning listening into real‑world advocacy.​
  • Listeners say they are drawn by suspense, psychology, forensic science, and the potential to help solve cases or support victims.

Demographics and reach

  • About one‑third of U.S. podcast listeners say they regularly listen to true‑crime podcasts, and the genre over‑indexes among younger adults and women, though it also reaches a diverse audience across age, race, and education levels.​
  • Because these shows often focus on the justice system, wrongful convictions, and victim stories, they attract socially conscious listeners who are valuable to advocacy campaigns and mission‑aligned sponsors.

WHY PRIDE THIS WAY? WHY NOW?

AUDIENCE

Radio, streaming, and content consumption are accelerating U.S. LGBTQ+ identification has nearly doubled since 2020, with over one-fifth of Gen Z adults (22.7%) identifying as LGBTQ+, making this demographic the future of consumer spending.

MARKET

A high-value market, global LGBTQ+ consumer spending is valued at an estimated $3.7 trillion USD, while the North American LGBTQ+ tourism market alone is projected to grow to over $170 billion USD by 2030 (8.2% CAGR).

BRAND

Listeners are demanding authenticity. Over 75% of LGBTQ+ consumers say they will reduce spending with brands that scale back support. Pride This Way offers a proven content platform for the long-term, values-driven commitment consumers expect.

GLOBAL GROWTH

Globally, the market influence of the LGBTQ+ community  impacts all consumer sectors, including fashion, tech, and travel. Gen Z and Millennials are leveraging their spending power, backing brands that show up with real inclusion, year-round—not just a rainbow in June.

By sponsoring Pride This Way, your brand isn’t just chasing “pink money,” it’s booking a front‑row seat with a loyal audience that remembers who funds their stories, their cities, and their rights around the world.