In today’s digital landscape, understanding your audience is crucial for any brand or marketer, especially when it comes to differences in how segments of your audience prefer consuming content compared to others. 

Women have immense buying power, making them a key demographic for brands to consider as they design their content. According to Forbes, women make up to 85% of consumer purchasing decisions, and this extends to their digital buying habits. Women are highly engaged with digital platforms, including social media, online shopping, and streaming services, and they expect brands to cater to their needs and preferences. By understanding the digital buying power of women, brands can create content that resonates with this demographic, driving engagement and ultimately, revenue.

With YouTube being the second largest search engine in the world and the go-to platform for video content, it’s essential to know what women are watching on the site to create content that keeps your products or services top of mind. 51.4% of YouTube users in the U.S. are women, making it imperative for brands to understand what content female viewers are consuming the most. 

In this blog post, we’ll explore the top categories and types of content women are watching the most on YouTube in 2023. By analyzing this data, brands and marketers can create content and ads that connect with their target audience, helping them grow their reach and engagement on the platform. Whether you’re a brand looking to connect with female viewers or a marketer looking to better understand YouTube’s female audience, keep reading to discover what women are watching on YouTube this year.

Entrepreneurial Content

According to Google, women’s consumption of business-related content on YouTube has steadily increased year over year. This trend highlights a growing interest among women in starting their own businesses, pursuing entrepreneurship, and learning from successful female business leaders. For brands, this presents a unique opportunity to create content that caters to this audience. By creating videos that showcase female entrepreneurs, offer tips and advice for starting a business, and highlight the latest trends in entrepreneurship, brands can tap into this growing audience and build a loyal following. Additionally, brands can position themselves as thought leaders in the space, building trust and credibility with female viewers who are interested in entrepreneurship.

Marie Forleo is a well-known figure in the world of entrepreneurship and personal development, and her YouTube channel has garnered a loyal following among women who are interested in starting their own businesses. Forleo’s videos offer practical advice on everything from time management to marketing, and she speaks to her audience in a relatable, down-to-earth way that resonates with women who are looking for guidance and inspiration. Overall, Forleo’s approachable style and wealth of knowledge make her videos an excellent resource for women who are interested in entrepreneurial content on YouTube.

How-To Videos

Over the past several years, there has been a notable increase in the number of women watching how-to videos on YouTube. While this trend has been especially prominent in the beauty space, with makeup tutorials and skincare routines reigning supreme, women are also tuning in to learn how to do everything from home repairs to coding. 

One demographic that is driving this trend is younger millennial women, who are increasingly interested in maintaining their personal passions online. For these women, YouTube offers a wealth of information on topics that they are passionate about, from crafting and cooking to fitness and wellness. As a result, brands have a unique opportunity to create content that speaks to these audiences and provides value in the form of practical advice, inspiration, and education. By tapping into the trend of women watching more how-to videos on YouTube, brands can build loyal followings and establish themselves as trusted resources in their respective industries.

Empowering Ads

As video content continues to dominate, brands are recognizing the importance of creating engaging video ads that resonate with their target audience instead of annoying them. This is especially true when it comes to women. In fact, the YouTube Ads Leaderboard shows that the number of women watching ads on the platform has more than doubled year over year. To capitalize on this trend, brands must create video ads that not only capture the attention of female viewers but also provide value in the form of entertainment, education, or emotional connection. 

By creating ads that women actually want to watch and engage with, bcompanies can build positive associations with their brand and drive meaningful results, such as increased brand awareness, consideration, and ultimately, sales. Research presented by YouTube CEO Susan Wojcicki shows women aged 18–34 are twice as likely to think highly of a brand that made an empowering ad and nearly 80% more likely to like, share, comment, and subscribe after watching one. 

Take Amazon’s “Woman’s World” ad for Mother’s Day 2022 as an example; it’s a powerful and empowering tribute to the women who work at the company’s all-female delivery stations. The ad highlights the hard work and dedication of these women, who face significant challenges in a male-dominated industry, while also celebrating their unique contributions and successes.

3 Tips for Engaging Women With Video

With women being such a significant consumer group, brands must be intentional in engaging them effectively. By now you already know that video content is an excellent way to do so, but how do you go about making sure you convey your messages in a compelling and memorable way that eventually drives purchasing decisions?

Here are three tips on how your brand can best engage women with video:

1. Address their unique needs and concerns

Women have unique needs and concerns that brands can address through their video content. For instance, brands can create videos that focus on common issues that women face, such as work-life balance, self-care, and health. By addressing these concerns, brands can show that they understand the challenges that women face and are willing to provide solutions.

2. Feature diverse and relatable women

Representation matters, and featuring diverse and relatable women in video content can go a long way in engaging female viewers. Brands should aim to showcase women from different backgrounds, ages, and lifestyles to ensure that their video content resonates with a broad audience. By doing so, brands can create a sense of inclusivity and build a connection with female viewers.

3. Tell an authentic and compelling story

Women tend to respond well to stories that are authentic, emotional, and inspiring. Brands should aim to tell stories that showcase their values and connect with their female audience on an emotional level. For example, a brand can create a video that tells the story of a woman who overcame a significant challenge to achieve her goals. Such stories are likely to inspire and motivate female viewers and create a positive association with the brand.


Women on YouTube are watching a diverse range of content that reflects interests well-beyond beauty tips and parenting techniques. The platform offers a wealth of entertainment, education, and entrepreneurial content for female viewers. For brands looking to connect with this demographic, understanding the type of content women watch on YouTube is crucial to creating relevant and engaging video campaigns. 

By partnering with a leading video production company like Lemonlight, brands can leverage our expertise and resources to create high-quality videos that resonate with women and drive conversions. With the right strategy and content, you can tap into the vast potential of the female YouTube audience and expand your reach and impact further than your competitors. 

Contact Lemonlight today to start your video marketing journey and unlock the power of visual storytelling.

* This article was originally published here

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