L-R: Harry Potter, Taylor Swift, Barbie and Twilight have dedicated fandoms. Source: Unspalsh/ Aditya Vyas, AP/Chris Pizzello, Barbie movie and EPA/BRITTA PEDERSEN.
With the record-breaking success of Barbie and Taylor Swift’s The Eras Tour, the economic power of women as fans is being stamped on the global entertainment industries.
Leading these events are millennial women. While women of all ages turned out to see Barbie, women aged 25 and older made up 38% of the audience by the second week of its release. Likewise, a significant chunk of Swifties belong to the millennial age group, much like 34-year-old Taylor Swift herself.
Female fans followed Swift to the 2024 Super Bowl, and many advertisers targeted this female gen Z and millennial audience. The challenge to gender stereotypes around sport and fandom echoes the support for the Matildas during the 2023 FIFA Women’s World Cup in Australia, which opened up a new space of representation.
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