Shoppers are scrolling past the story , and that’s a problem. New research finds most Americans didn’t see a single media story about someone living with HIV last year, a gap experts say deepens stigma even as treatment makes the virus manageable. Here’s what that means and how storytellers can help.

Essential Takeaways

  • Visibility gap: 72% of Americans reported seeing no media stories about real people living with HIV over the past year.
  • On-screen scarcity: Only one HIV-positive scripted character appeared on TV in the 2024–25 season, and just one mainstream film included HIV characters.
  • Social silence: Podcasts and social platforms rarely mention HIV , analysed episodes showed almost no coverage, and only 15% of Americans saw a social post about someone with HIV.
  • Knowledge shortfall: Fewer young adults feel informed; just 31% of Gen Z report feeling knowledgeable about HIV, while many still doubt U=U (undetectable equals untransmittable).
  • Practical nudge: More accurate, contemporary portrayals would reduce fear, correct myths, and reflect advances in treatment and prevention.

Why the “invisibility paradox” matters now

GLAAD’s latest State of HIV Stigma Report landed with a stark sensory fact: most people simply didn’t encounter a real person with HIV in news, TV, film or social feeds last year. That absence feels quiet on the surface, but it’s noisy in its consequences , it leaves space for myths and old fears to thrive. According to GLAAD’s release, the partnership with health groups like Gilead Sciences aims to push accurate storytelling because the evidence shows visibility shapes attitudes.

What TV and film are getting wrong , or ignoring

The Where We Are on TV and film studies found scripted work barely includes people living with HIV, and when it does, stories often hark back to the crisis decades ago rather than portray modern, managed lives. GLAAD’s film review of 225 studio releases singled out one title that included HIV characters, and television had a single character across the season. That sort of scarcity means audiences aren’t seeing what treatment has made possible: long, healthy lives and complex, everyday stories.

Social and podcast silence , a missed opportunity

Social platforms and podcasts are where many people now learn about health, yet GLAAD’s analysis shows almost no HIV content in audio and tiny social coverage. With 75% of LGBTQ adults and 65% of non-LGBTQ adults checking social media for news regularly, that’s a huge missed touchpoint. Newsrooms and creators have a practical opening: short, lived-format pieces and authentic lived-experience interviews could reach younger people who say they don’t feel informed.

Why accurate portrayals reduce stigma , the U=U angle

One striking statistic: 44% of Americans disagreed with the scientific consensus that someone with an undetectable viral load cannot sexually transmit HIV. That’s the U=U principle, and it’s simple but life-changing. When media show up-to-date medical facts alongside human stories, viewers can reconcile science with empathy. Editors and producers should prioritise narratives that normalise treatment, prevention tools like PrEP, and the everyday experience of people with HIV.

How newsrooms and creators can close the gap

Practical steps are straightforward. Commission stories about people living well with HIV, update health briefs with U=U context, and invite community voices into reporting and scripts to avoid one-dimensional portrayals. Partnerships , like the ongoing work between GLAAD and health organisations , help journalists and producers access accurate sources and lived expertise. Small editorial shifts can change public understanding faster than a single big campaign.

It's a small change that can make every story safer and more truthful.

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