Abstract Although historically ignored or stigmatized by mainstream media, lesbian, gay, bisexual, transgender, and intersex (LGBTI) people have increasingly become visible. However, increased visibility does not necessarily translate to more inclusive reporting. Comparing framing of LGBTI in Germany and the Netherlands, I ask which frames are assimilative and which pose structural challenges to hegemonic heteronormative notions on gender and sexuality. I apply a combination of automated text analysis of over 15,000 Dutch and German newspaper articles from 2009 to 2019 with critical frame analysis to analyze how LGBTI people are included in public debate. Despite increased visibility, coverage of gender identity and sexuality continues to be depoliticized and assimilative. Comparing two European cases shows which frames are mainstream and which are marginalized.