Industry players have misunderstood women consumers, leading to declining sales and audience engagement, pushing them to offerings in the East
Lost your password? Please enter your username or email address. You will receive a link to create a new password via email.Lost your password? Please enter your username or email address. You will receive a link to create a new password via email.It is a lazy Saturday afternoon, 8 March 2025, International Women’s Day. What will some women with discretionary income and free time be doing?
While women are thriving in their entertainment choices, many Western entertainment companies are struggling. Over the past three years, long-established film and gaming companies have faced shutdowns, project cancellations, layoffs and declining market share. Many female gamers, for example, prefer conventionally attractive female protagonists, yet expressing this preference often invites ridicule. Ironically, studies show that more than 80% of female gamers create conventionally attractive female characters — contradicting the trend of Western game companies designing protagonists who fail to resonate with their intended audience. , arguing that its protagonist set “impossible beauty standards” that could harm women.
A more strategic approach would have been for traditional entertainment companies to create an imprint, similar to book publishers, dedicated to women-focused content. This could collaborate with successful authors and creators from the romantasy and cozy gaming spheres to develop media aligned with female preferences on the platforms they engage with. Meanwhile, their existing franchises could remain true to their core male audience.
Asian media has seen global growth, with South Africa and Nigeria among the biggest consumers in Africa. K-dramas, C-dramas, and Japanese anime introduce women to new cultures, fashion, myths and storytelling styles. On mobile, match-3 games , casual farming and life simulations, decorating games and dating and romance simulators dominate., a dating sim targeting female players, has surpassed 50 million downloads in a year, generating $319.2 million through in-game purchases.
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