In recent years, the landscape of LGBTQ representation in media has undergone a dramatic transformation. We’re seeing increased diversity in advertising as well as within content, with publishers like Revry, offering a full suite of LGBTQ+ content for consumers. This overall growth is not just a number, but a reflection of society's broader acceptance and celebration of diversity. This evolution presents both opportunities and responsibilities for advertisers, especially those utilizing platforms like Qortex, which offers in-the-moment advertising powered contextually for videos.

The Rise of LGBTQ Characters

The statistics from GLAAD’s latest report highlight a significant increase in LGBTQ representation across media platforms. There were a mere 20 recurring LGBTQ characters on broadcast scripted TV in 2013/2014 and In the first streaming-oriented GLAAD report, there were 59 LGBTQ characters total in 2015. On streaming services alone, there are now 327 LGBTQ characters, comprising 208 series regulars and 119 recurring characters.  This represents a minor decrease from the previous year but underscores the sustained visibility of LGBTQ identities.

• Gender and Sexual Orientation: Of the 327 characters, 150 are men, 158 are women, and 19 are nonbinary, indicating a move toward gender parity. Gay men constitute 33% of these characters, while lesbians make up 24%, bisexual+ characters 25%, and queer characters 13%. Notably, 50% of these characters are people of color, showcasing a positive approach to representation.
• Transgender Representation: Transgender characters are also increasingly visible, with 19 trans characters on streaming platforms, up from 16 the previous year. This includes nine trans women, four trans men, and six nonbinary trans characters, reflecting diverse trans experiences.

Key Shows and Their Impact

Netflix remains at the forefront of LGBTQ representation, featuring 155 LGBTQ characters, which is nearly half of all characters counted on streaming platforms. Shows like "Sex Education" and "Heartstopper" not only introduce LGBTQ characters but also integrate their stories into broader narratives, making their experiences relatable and impactful.

• "Sex Education": This show has been a trailblazer in LGBTQ representation, with its final season introducing trans characters Roman and Abbi, as well as asexual character O. The show's candid approach to discussing sex and identity has made it a vital piece of media for young LGBTQ viewers.
• "Heartstopper": Another significant show, "Heartstopper," follows the romance between teen boys Nick and Charlie, alongside a diverse group of friends, including trans teen Elle and asexual teen Isaac. This show has been a cultural phenomenon, resonating deeply with young audiences.
• “Strange Way Of Life”: Featuring pop-culture favorite Pedro Pascal, this short film tackles themes of masculinity and repressed emotions

But other streaming networks have content that shines as well for example:

• “Drag Latina”: LATV and Revry’s critically acclaimed series, Drag Latina, which was presented with a “Special Recognition Award” in honor of the show’s LGBTQ representation at the 35th annual GLAAD Media Awards on Thursday, March 14. 
• “The L Word (Generation Q)” - This Amazon Prime reprise of a well-loved series brings back some of the old characters, as well as the new generation who are learning to live and love. 
• “American Horror Story: NYC”: Streaming on Hulu, AHS NYC showcases a thematic take on the HIV/AIDS epidemic, providing a great blend of driving awareness of historical events and storytelling.

Opportunities for Advertisers

For advertisers leveraging platforms like Qortex, the rise in LGBTQ media representation opens up new avenues for engagement. In-the-moment contextually relevant advertising can significantly enhance brand affinity among LGBTQ audiences, who are known for their loyalty to brands that genuinely support their communities.

• Supporting Representation: Advertisers can also support continued representation by aligning with shows or publishers that champion diversity. For example, Revry allows users to stream queer movies, series, music, news on CTV or mobile. By supporting a publisher like Revry, you not only enhance your brand's image but also support the production of inclusive content.
• Targeted Advertising: With the ability to place ads contextually within LGBTQ-inclusive content, brands can create meaningful connections with viewers. For example, ads promoting LGBTQ-friendly products or services during episodes of "Sex Education" or "Heartstopper" can resonate more deeply.

Challenges and the Way Forward

Despite the progress, challenges remain. Many inclusive shows face social discrimination, and there is a need for long-term investment in series that put LGBTQ characters at the forefront. Streaming services must continue to prioritize diverse representation, recognizing the valuable audience that LGBTQ viewers represent. As advertisers, marketers and content publishers or creators, we have to ensure that we’re doing our part to create inclusive opportunities for engagement.

• Ensuring Equal & Ethical Representation: While positive, increased representation is a win, there are still many leaps and strides the publishing and advertising industry can take, for example, increasing positive bi and pan-visibility. This group is often the invisible minority. 
• Sustained Investment: Platforms and publishers should be investing in long-running series that highlight LGBTQ lives and stories. This commitment will ensure that the progress made is not lost and that LGBTQ representation continues to grow. Taking the time to analyze your content for representation can be a great first step!
• Engagement with LGBTQ Audiences: Brands and advertisers must engage authentically with LGBTQ audiences, understanding their unique experiences and needs. This involves not just ensuring your advertising messaging is approachable and inclusive, but also participating in community events and supporting LGBTQ causes.

Conclusion

The growth of LGBTQ representation in media is a testament to the strides made toward inclusivity and acceptance. For advertisers, this evolution offers a unique opportunity to connect with a dynamic and diverse audience. By leveraging platforms like Qortex for contextually powered, in-the-moment advertising, brands can not only enhance their reach but also contribute to the ongoing celebration and support of LGBTQ communities.