What Women Watch On YouTube

Women are showing up and showing out in digital video. Whether it’s family hacks, beauty tips, or health inspo, certain content categories are clear favorites. Gaming? Not so much. But when it comes to pop culture and entertainment, everyone’s in—because who doesn’t love a good celebrity moment or viral trend?

Data from Tubular Labs reveals what women (18+) in the U.S. are watching on YouTube, and how that stacks up vs. the overall domestic audience (18+). 

Here’s how the numbers from January 2025 broke down:

• Family & parenting videos had the highest share of female viewers among the top 10 categories, with women accounting for 62.5% of the total minutes watched.
• Pop culture & entertainment videos were the most-watched category overall, with women 18+ making up 38.4% of 94.4 billion minutes viewed in January.
• Beauty content had an even stronger female audience, with women contributing 69.6% of the total minutes watched.
• Health videos saw a balanced split, with men and women each accounting for 50% of the total minutes viewed.
• Video game content had the lowest female viewership share among top categories, with women making up just 25.5% of minutes watched.