So.Gay’s Q2’25 results support our ongoing mission to be the ultimate culture, content, and community brand for the tastemaking queer consumer. We achieved record-breaking revenue and on-site engagement, produced events and sponsored activations across the country, launched new consumer products and streams of revenue, all while supporting our community by highlighting the artists, entrepreneurs, nonprofits, and creators that make our community so unique.
Key Stats
- +428% YoY Growth in Unique Visitors On-Site
- +107% YoY Increase in Average Time Spent Per User On-Site
- 20 Direct Sold Advertising Partnerships from New and Returning Partners Across Industries
- 100% Sold-Through for Direct Sold Advertising for Majority of the Quarter
- 4 Sold Out Events
- 3 Consumer Product Launches
- 14 LGBTQ+-Owned Businesses Highlighted
- Traffic and Engagement Sources: So.Gay Google Analytics
Revenue
- 20 Direct Sold Advertising Partnerships from New and Returning Partners Across Industries Including Banking, Auto, Fashion, Beauty, QSR, Pharma, Travel, Dating Apps, Tech, TelCo, Fitness, Personal Care, and Snacks
- On-site inventory was 100% sold-through for the majority of days in Q2, thanks to our partnership with Q.Digital, bringing premium display, video, outstream, and rich media to our ecosystem.
- Launched our first consumer product, a limited edition So.Gay Pink cake with queer-owned bakery Claude in New York City’s West Village, for sale for the full month of June.
- Launched our first product available nationwide with queer-owned baked goods company Lexington Bakes, with a limited edition Cocoa Crunch Oat Bar, sold online and in retailers across the country.
- Hosted our first consumer ticketed events, allowing our community to purchase access to our blockbuster in-person cultural experiences.
- Secured 3 event sponsorships spanning platforms and centered on VIP experiences with Trojan Brand Condoms and Grimoire New York.
Content
- Launched video streaming across So.Gay, increasing average user time spent and driving more than half a million video views on-site.
- Drag Race star Kori King graced the So.Gay Pride cover, becoming the #1 most liked Pride cover on Instagram of any LGBTQ+ publication globally in Pride 2025.
- Groundbreaking designer and artist Patrick Church was featured as our April cover star, with the talent also attending our The Gay Getaway launch event in Miami.
- Drag Race star Bruno Alcantara stunned on the So.Gay May cover to promote his new WOW Presents+ series, and also attended our 1st Birthday Bash.
- In partnership with Hotels Above Par, launched our first print product The Gay Getaway, available at magazine stores including West Village’s iconic Casa Magazines
- Premiered a 4-part educational series on gay men, sun safety, skin cancer in partnership with celebrity esthetician and skincare influencer Ian Michael Crumm and a group of board-certified dermatologists.
- Produced original content with up-and-coming queer artists and talent including Gaven Simon, Lucas Stowe, Aries, Jay and Manu, Matt Palmer, Oliver Barile, JC Dombrowski, Zac Olewnicki, Shane Reynolds, and more.
Events
- Hosted our 2nd Annual The Hottest Pride Party Ever, bringing together 250 of the biggest LGBTQ+ tastemakers for a cocktail party at the new queer-owned Meili restaurant in the heart of Williamsburg Brooklyn, and featuring activations by sponsors Trojan Brand Condoms and Grimoire New York.
- Celebrated our 1st Birthday with our first-ever consumer ticketed event, selling out with over 400+ tickets sold, at the hottest new club venue in New York City: Aura57.
- Hosted a launch party for our The Gay Getaway in partnership with leading LGBTQ+-owned travel brand Hotels Above Par during Miami Pride for 50 queer South Florida creators and tastemakers. The event was hosted at the iconic Broken Shaker at the Freehand Miami and sponsored by Grimoire New York.
- Threw a Summer Kickoff party to warm up for Pride season at Aura57 with hundreds of community attendees.
Community
- Highlighted 14 LGBTQ+-owned businesses through our platform.
- For the 2nd year in a row as a proud Presenting Media Sponsor of NYC Pride, supporting the non-profits mission.
- Inducted as a member into the prestigious Association of National Advertisers’ Alliance for Inclusive and Multicultural Marketing.
- Spoke on the main stage at the BOMESI Summit in Detroit, highlighting opportunities for brands to tap into LGBTQ+ customers thoughtfully year around.
