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I don't think that's how it goes, either. I mean sure, for Pride Month all the corpos glam on to it to market their stuff "to the gays" and there is the odd product line designed for them as well. But I'm pretty sure nobody is adding gay characters to video games, shows or movies, because the market research shows that it's popular now. It's still quite the opposite.

Companies would still rather have nothing that could be seen as "controversial" in their products, with the odd exception that wants to be controversial. Games, shows, movies are made by creative people and among them are and have always been queer people. They have always been pushing for representation. Over time this pushing of the envelop as well as social movements lead from characters that can be read as queer (mostly villains, though), to clearly queer coded (still mostly villains) to finally openly queer characters (only villains and side characters). Only in the last decade it has become acceptable to have openly queer main characters in media. Not because marketing pushed for it, or because it's trendy, but because queer people exist and they also work in media and they write their experiences and it has now become socially acceptable enough for them to get a little representation in mainstream media as well.

In my opinion the reason why "queer" seems "trendy" and everything seems "woke" and "political" is because we are still so used to the conservative, status quo, straight white guy/girl media that anything outside of that sticks out like a sore thumb. And, as they say, the nail that sticks out gets hammered down.