A new report from MRC Data suggests female gamers are being overlooked when it comes to their music consumption habits. The survey showed female gamers’ music engagement is almost 10% above that of male gamers, meaning female gamers are, in fact, moving some of these genre trends forward. Female gamers are 10% more likely to interact with social media, and 20% more likely to use Facebook, Instagram, Snapchat, and TikTok. They are also more likely to discover new music through social short video clip sites like TikTok and more likely to spread the message via word-of-mouth.
“Female gamers are more likely to listen to pop/Top 40 (34% more likely), R&B (20% more likely), country (24% more likely), and Latin (28% more likely),” states the report. “When you consider the audiences’ social connections, reaching this group is imperative. Music-gaming integrations make sense for brands that want to appeal to these influencers. Among female gamers, the top brand activations to gain most favorability include supporting a charity or community event with a music artist (67%), having giveaways for artist merch and/or music (60%), and offering giveaways for live music events (58%).”
MRC Data’s Gaming + Music Report, also showed Gen X spends more money on music than the average listener. New gamers (Gen Z) spend two more hours per week with music than the average listener. 23% of these music-zapped gamers discover new songs and artists through games, with that rate climbing to 34% among Gen Zers.
“Video games offer artists a platform where audiences are already in a creative discovery mindset, opening up doors for less obvious artist appearances,” the report read.
(All information was provided by The Music Network)
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