Podcast Summary: Behind the Numbers – “Better Understanding LGBTQ+ Media Content—and What Brands Get Wrong About Queer Audiences, with Revry”

Date: December 8, 2025
Host: Marcus Johnson (EMARKETER)
Guests:

• Paolo Flores Marquez, Analyst
• Emmy Liedman, Analyst
• Damian Pellicione, CEO & Co-founder of Revry

Episode Overview

This episode examines the landscape of LGBTQ+ media, exploring what authentic representation looks like, how brands can genuinely connect with queer audiences, and the common missteps marketers make. Damian Pellicione, co-founder of the LGBTQ+ streaming platform Revry, joins EMARKETER’s analysts for a deep dive into the growing power of queer audiences, lessons in authenticity, and concrete advice for brands wanting to go beyond token gestures.

Key Discussion Points & Insights

1. Revry’s Origin and Mission

• Damian introduces Revry as the world’s largest LGBTQ streaming network and an ad tech platform, created out of a lack of authentic, centralized queer media (04:04).
  • “We are the world's largest LGBTQ streaming network and we're also an ad tech platform. ... The real exciting thing is that we sit now at about 7 million monthly active viewers.” — Damian, 04:04
• Revry has 7 million monthly active viewers, distributing queer-centric, intersectional content, both licensed and original, all ad-supported and free to access.
• The platform also operates Prism Riot, an ad tech solution serving over 1 billion CTV video ad requests monthly, and recently launched an award-winning DMP (Data Management Platform).

2. The Importance of Authentic Representation

• Authenticity is critical: LGBTQ+ people and allies can sense inauthentic or opportunistic attempts by brands.
  • “Audiences can smell authenticity from miles away... regardless if it's on social media or IRL, in real life.” — Damian, 10:19
• It’s not enough to have LGBTQ+ creatives or token representation; input from community members and buying media in queer-owned spaces are ways to genuinely support.
  • “If you don't have the people in the room...buying your media alongside networks and shows that are made by queer people and have that talent in house [also supports communities].” — Emmy, 09:23

3. Brand Misconceptions & Missed Opportunities

• Many brands think they need explicit LGBTQ+ creative to target queer audiences. This raises a barrier to entry and isn’t necessary.
  • “You do not need to have LGBTQ-specific creative to tap our audience... You just need to show up in environments where we are watching or we are existing.” — Damian, 11:21
• The LGBTQ+ audience is not "niche": At $1.7 trillion annual spend, it's one of the largest U.S. consumer blocks, with Gen Z identifying as 23% LGBTQ+, a demographic no brand can ignore for future growth (13:49–16:17).
• Supporting LGBTQ+ causes year-round, not just during Pride, is essential. Advertising only in June is seen as transparent pandering ("rainbow washing"), reducing credibility and impact.

4. Intersectionality and Scale

• LGBTQ+ media is also inherently multicultural and intersectional, with overlapping identities and communities.
• Revry’s content and marketing are global, including channels for Latinx and Brazilian audiences.
• Viewers on Revry aren’t exclusively LGBTQ+; the platform is a cultural touchstone and educational resource for allies and anyone interested in queer stories (18:03–20:17).
  • “Queer is a culture… we are not just a demographic, we are not just a minority group, we are a culture.” — Damian, 19:05

5. Advertising Successes and Cautionary Tales

• Good Example: McDonald’s sponsored Revry’s International Vogue League World Pride Ball, letting the community creatively integrate the brand, resulting in authentic engagement (25:04).
• Bad Example: Just making generic Pride merchandise by adding rainbows is "lazy" and “that’s homophobic… If your pride merch is lazy, that’s a hate crime. So don’t do that. Put effort into it. Make it cool. Automatic slay.” — Paola, 27:27
• Real-world subtlety and relatability in campaigns (Lyft’s Pride escape code, Levi’s subtle ads in Mexico) foster genuine connection, unlike heavy-handed “coming out” tropes or cringeworthy misrepresentations (22:24–24:33).

6. The Cost and Accessibility of Queer Media

• Free, ad-supported models are crucial for accessibility, especially for viewers in less accepting or lower-income environments (20:37–21:17).
• The growth of AVOD (Ad-supported Video on Demand) is tied to changing consumer sentiment, with a majority preferring free, ad-based services over paid subscriptions.

7. Year-Round Support and Resonance

• Brands should participate in and support LGBTQ+ content and creators beyond Pride month, including supporting related causes, hiring, and sponsorship throughout the year (28:56–29:43).
  • “I am still gay after June... so just to try to message to me and my community in an editorial moment... is missing the point.” — Damian, 29:46
• There are multiple notable dates and opportunities for creative engagement, not just Pride (e.g., National Coming Out Day, Trans Day of Visibility).
• Support for LGBTQ+ causes positively influences even those outside the community, expanding a brand’s reach (15:52).

Notable Quotes & Memorable Moments

• On data and opportunity:
  • “We are now the biggest proprietor of the first-party opt-in LGBTQ data from a CTV environment, which I think... will be extremely powerful as we continue to grow.” — Damian, 08:50
• On brand loyalty:
  • “If you show up for people, they will show up for you too. If you alienate this group, they will organize and they will boycott. But when you earn their loyalty, it is monumental.” — Paola, 13:59
• On creative pitfalls:
  • “Coming out isn’t exactly a linear journey… A lot of advertisers fall into this trope… Life doesn’t work that way.” — Emmy, 22:24
• On sustainable support:
  • “Advertising only in June is painfully transparent… 70% of LGBTQ adults think companies participate in Pride because it’s going to help their business.” — Marcus, 27:56

Timestamps for Important Segments

• Intro & Speed Round Get-to-Know (00:25–03:58)
• Revry’s Story and Scale (04:04–08:50)
• What Brands Get Wrong: Misconceptions, Authenticity, Audience Size (11:12–13:49)
• The Power and Sensitivity of Queer Audiences (13:49–16:17)
• Intersectionality, Allies, and Broad Cultural Impact (16:17–20:17)
• Ad-supported Models and Accessibility (20:17–21:39)
• Advertising Successes & Cautionary Tales (22:24–27:27)
• The Problem with Once-a-Year Support (27:56–31:49)
• Closing Thoughts & Resources (32:09–End)

Takeaways for Marketers & Brands

• Don’t limit LGBTQ+ engagement to Pride month—think year-round, and look for nuanced, intersectional opportunities.
• Support queer creators, buy from queer-owned platforms, and recognize LGBTQ+ as a vast, growing, diverse consumer base.
• Authenticity and subtlety win over pandering or one-size-fits-all campaigns.
• Data and strategic investment in these audiences offer both cultural and business returns.

For more, visit Revry.com.
Listen to “Behind the Numbers” wherever you get your podcasts.