The past five years have been a transformative time for PinkNews Group, seeing the business grow from a niche community publisher to a specialist global brand. This growth has been driven by our diversification from purely editorial content, into short form video, allowing us to build a new audience, particularly among Gen Z users, alongside the existing audience captured through our web product, app and platforms such as Apple News. Our approach is to provide appropriate life-stage content to all demographics across the platforms that matter most to differing generations.
Our success in short-form video has seen us move away from covering stories purely about the LGBTQ+ community, to covering popular entertainment and celebrity stories about the topics and stars our audience care most about. In years gone by, LGBTQ+ media would regularly report on the likes of Cher and Madonna, but now our modern millennial and Gen Z audience are interested in celebrities such as Billie Eilish and internet influencers such as Charlie D’Amelio. We do not shy away from covering both serious news stories and celebrity drama – we know and respect that we have different audiences who care about different issues and topics, and we want to understand these interests more deeply all the time. Our recent growth and success have been driven through celebrating the diverse interests of our audience as much as their diverse identities and this is something we will continue to do throughout the next phase of our growth.
At PinkNews Group we want to continue our unprecedented growth over the past five years, taking LGBTQ+ issues, youth culture and inclusive storytelling from a niche to the mainstream.
Even conservative estimates would place the global size of the LGBTQ+ community at 300-400 million people, not including allies and not accounting for the significant demographic shifts we are seeing in Gen Z and younger generations as they redefine how to express their sexuality, gender identity and who they are in a more socially liberal world. These positive shifts mean there will be an ever-growing need for the inclusive content that we create, with multiple new market opportunities opening up to us over the next decade and beyond as equality and socially progressive values continue to spread around the globe.
As the world continues to change for the better, we want to continue to be at the forefront of progress, acting as a compass to help our audience, but also governments, corporate partners, brands and other organisations successfully navigate the changes that we have sought to realise of diversity, equity and inclusion throughout our seventeen-year journey.
The future of digital media will be based on authentic, loyal and engaged audiences. PinkNews is more than a set of media brands to many in our audience, having delivered genuine change for the community. By continuing to deliver the PinkNews mission across a diversified range of brands, platforms and products, we have created a company with lifelong appeal that will inform, inspire and empower an ever-growing audience who share our values.