What ‘Heated Rivalry’ Reveals About LGBTQ+ Media And Marketing

Unpacking the Disconnect: What ‘Heated Rivalry’ Reveals About LGBTQ+ Media and Marketing

As a queer media trade reporter, I’ve often found myself wondering whether media companies and marketers are genuinely interested in forming a connection with me based on my queer identity. This question isn’t just a personal curiosity; it’s a crucial one for the industry as a whole. The way media companies and marketers approach LGBTQ+ audiences can make or break their relationships with these communities.

The Problem with Performative Support

LGBTQ+ audiences are increasingly turned off by performative support from studios and brands. This kind of support can manifest in various ways, including LGBTQ+ content created by non-queer writers and rainbow-washing (slapping rainbow designs on branding in June without taking more substantive steps to engage with queer communities during the rest of the year). These actions can come across as insincere or even exploitative, ultimately damaging the reputation of both the media company and the brand.

For instance, a brand might release a rainbow-colored logo or advertisement during Pride Month without making any meaningful changes to its policies or practices. This kind of superficial support can be seen as a way to capitalize on the LGBTQ+ community’s visibility and activism without actually contributing to the community’s well-being.

A Counterexample: The Success of “Heated Rivalry”

However, there’s a notable exception to this trend: the TV show “Heated Rivalry.” This series is a counterexample to performative support, offering a genuine reflection of queer culture written by an openly gay director. According to Mark Tevis, EVP of sales and partnerships at Revry, an LGBTQ+ streaming platform, this authenticity is what struck an emotional chord with viewers.

I had the opportunity to moderate a panel about “Heated Rivalry” at POSSIBLE 2026 in Miami, where we discussed the show’s impact on mainstream marketing. The show’s success can be attributed to its authentic representation of queer culture, which resonated with audiences and created a loyal fan base.

The Lag in Marketer Buy-In

Despite the show’s success, there’s a surprising lack of advertiser demand. When I binged all six episodes of Season 1 on HBO Max, I noticed that the ads were repetitive and lacking in variety. The same PSA against drunk driving played over and over again, and only a handful of other ads appeared, including one auto commercial. This lack of advertiser interest is puzzling, especially considering the show’s popularity and the ongoing conversations about LGBTQ+ representation in media.

One possible explanation for this lag is the complex politics surrounding LGBTQ+ identity in the US. Brands may be hesitant to engage with LGBTQ+ audiences due to fear of backlash or controversy, rather than a genuine interest in building a connection with these communities.

Insights and Takeaways

The disconnect between the success of LGBTQ+ content and the lack of marketer buy-in reveals a deeper issue with the way brands approach LGBTQ+ marketing. Brands may be missing out on opportunities to build meaningful relationships with LGBTQ+ audiences by not prioritizing authentic representation and storytelling.

• Authenticity is key: The success of “Heated Rivalry” suggests that authentic representation and storytelling are crucial to resonating with LGBTQ+ audiences.
• Fear of backlash: Brands may be hesitant to engage with LGBTQ+ audiences due to fear of backlash or controversy, rather than a genuine interest in building a connection with these communities.
• Rainbow-washing won’t cut it: Superficial support, such as rainbow-washing, won’t be enough to build trust with LGBTQ+ audiences. Brands need to take more substantive steps to engage with queer communities.

What’s Possible with Authentic Representation

The ad-tech industry is at a crossroads, with many new technologies and innovations emerging to help brands connect with their audiences in more meaningful ways. For instance, AI-powered ad platforms can help brands create more personalized and engaging ads, while also providing valuable insights into audience behavior.

As we discussed at POSSIBLE 2026, the future of ad-tech is all about creating more authentic and engaging experiences for audiences. By prioritizing authentic representation and storytelling, brands can build trust with LGBTQ+ audiences and create more meaningful relationships.

Conclusion

The story of “Heated Rivalry” offers valuable insights into the world of LGBTQ+ media and marketing. By prioritizing authentic representation and storytelling, brands can build trust with LGBTQ+ audiences and create more meaningful relationships. However, the lag in marketer buy-in suggests that there’s still a long way to go. As the ad-tech industry continues to evolve, it’s essential that brands prioritize authenticity and genuine support for LGBTQ+ communities.

In the end, it’s not just about checking a box or slapping a rainbow logo on a brand’s website. It’s about creating meaningful connections with audiences and building trust through authentic representation and storytelling. By doing so, brands can create a more inclusive and supportive environment for LGBTQ+ communities, and reap the benefits of a loyal and engaged audience.