YPulse’s Subculture Series shares deep dives into some of Gen Z and Millennials’ ever-evolving list of subcultures. Our research shows how these gens thrive off of connectivity and find solace in niche communities (and there’s a lot of them). While some involve fandoms they love, others involve deep trends and highlight bigger cultural shifts. This month, we’re taking a look at the cozy gaming subculture and how young women are driving new trends within this fast-growing community. The majority of young women are gamers—and they’re driving the cozy gaming subculture YPulse’s Gaming report shows 95% of Gen Z and Millennials play video games in some capacity. And they’re gaming constantly: more than half say they play on a console weekly or more often, and more than 60% say they play mobile games weekly or more often. The popularity of the video game industry has surged over the last few years—and the market for female gamers has increased especially so. Our research shows 91% of Gen Z and Millennial women play...
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