Revry vs RLJ Entertainment

Politics and Performance Cut Brand Spend on LGBTQ+ Audiences

Political pressure and an industry focus on short-term ad performance have caused many brands to pull back direct marketing and sponsorship dollars aimed at LGBTQ+ communities, including during Pride. Ad-supported queer streaming service Revry reports a decline in direct brand dollars even as programmatic deals have increased. Industry voices and agencies say long-term, year-round investments in queer storytelling and community activations build loyalty and eventual sales: Revry survey data shows skepticism about performative marketing but also meaningful purchase intent for brands that stand firm. Some brands continue Pride efforts (HelloFresh, Tubi, Levi’s, Absolut, Adidas), and new podcasts and events aim to increase visibility. Experts expect investment to rebound over time if political heat cools and more measurement evidence is shared.

• The article reports that the current political climate has reduced corporate interest in connecting with LGBTQ+ audiences, including during Pride month.
• Revry, a free ad-supported streaming platform, says it has seen a drop in direct brand dollars while its programmatic ad deals "have gone up significantly."
• Revry survey results cited: 27% of respondents feel most marketing to LGBTQ+ audiences is performative; 51% said they feel more loyal toward and likely to purchase from brands that stand firm under backlash; 84% said they considered purchasing an item from e.l.f. because of the brand’s presence in Revry’s show.