Gender Differences in Audience Engagement and Interpretation of Global Media Content

Abstract

This study investigates the relationship between gender and global media consumption habits, platform preferences, and engagement types. Prior research suggests that gender significantly influences media preferences, with men being traditionally engaged with news, action-oriented content, and competitive media, and women with entertainment, lifestyle, and social media-driven content. The current primary quantitative research is based on a questionnaire that was distributed online and answered by 292 respondents, equally distributed between men and women. The research findings showed that men are more likely to consume news, video games, and discussion-based media. On the other hand, women showed higher engagement with entertainment content, music, and listening-based media. Pearson’s correlation analysis, conducted using SPSS (v23), further confirmed these gendered preferences. Despite the persistence of traditional gendered media patterns, this research also identified the areas in which digital platforms seem to facilitate more balanced engagement across the two genders.

1. Introduction

The consumption of global media has become an integral part of everyday life. The is because it shapes existing cultural perspectives, social interactions, and individual behaviors. However, media consumption patterns are not common across all audiences. They are influenced by a range of demographic factors. These factors include gender, age, socio-economic status, and cultural background (Ghersetti & Westlund, 2018). Among these, gender has been identified as a particularly significant determinant. It affects not only the type of media content that individuals engage with, but also affects how they interact with and interpret it (Thussu, 2018; Twenge & Martin, 2020).

At this point, a growing body of research highlights clear gender-based distinctions in the preferences of the media. Studies, as, for example, those conducted by Boczkowski and Mitchelstein (2013), Kurtuluş et al. (2015), Meân (2014), and Shephard et al. (2016), suggest that men are more likely to engage with sports, action-oriented, and competitive media content. On the other hand, women show a stronger inclination toward lifestyle, fashion, and entertainment media (Boczkowski & Mitchelstein, 2013; Kurtuluş et al., 2015; Meân, 2014; Shephard et al., 2016). These differences are not merely a reflection of individual taste. They are often shaped by broader socio-cultural influences and by media industry trends, which target audiences based on the existing gendered expectations. Beyond content preferences, gender also influences the extent to which people are affected by the cultural and ideological messages that are embedded in the media. Research (Sarkar, 2014) mentions that women are particularly sensitive to representations of gender roles, beauty standards, and relationships, which can impact their perceptions of self-image and social identity. In contrast, men are more likely to be influenced by portrayals of power and social hierarchies. This trend creates traditional gendered behaviors and expectations (Barlett et al., 2008; Carter et al., 2013).

Despite the above-mentioned distinctions, global media evolvement and, particularly, the rise in digital platforms and personalized content algorithms have introduced complexities into gendered consumption patterns (Bivens & Haimson, 2016; Lou et al., 2024). Some studies suggest that these trends have increased traditional gender preferences (Armstrong et al., 2012; Baskynbayeva et al., 2024; Bode, 2017). Others (Ahmed & Madrid-Morales, 2021; Lilleker et al., 2023) argue that they have led to a diversification of media engagement. However, the extent to which these shifts are altering the behaviors of media consumption remains a subject worthy of further investigation. This makes it essential to explore how contemporary audiences interact with different types of media and integrate different types of engagement.

Beyond the question of content preferences, gendered media consumption might also be interpreted through broader cultural and political theoretical frameworks. As Habermas (1991) conceptualized, the public sphere has been associated with rational–critical discourse. It is about a form of engagement, which is aligned with masculine-coded norms of participation in public life. However, feminist theorists, such as Fraser (1990), have challenged this model. They, more specifically, argue that it excludes forms of engagement that are more commonly associated with marginalized groups, including women. According to Fraser, “subaltern counterpublics” are parallel spaces where alternative discourses are formed and circulated.

From this perspective, women’s stronger engagement with entertainment media, influencers, and auditory platforms could be seen as part of such counterpublics. These are not necessarily apolitical spaces; on the contrary, they are new arenas of self-expression and civic visibility, particularly in the context of digital media.

Gill (2007) further highlights how postfeminist media culture blurs the boundaries that are set between empowerment and objectification. She suggests that women’s participation in media is shaped by conflicting narratives of individuality. They are also shaped by consumption and visibility. Meanwhile, Papacharissi (2010) introduces the concept of the “private sphere” in the digital age. In that context, everyday media use becomes a site of latent political engagement and identity formation. It also becomes a site of soft civic expression.

The current study aims to examine the existing gender differences in media consumption habits, platform preferences, and engagement types. This research, through its results, contributes to the ongoing discourse on how gender reforms media interactions. By analyzing men’s and women’s behaviors across various media categories and platforms, the current research might offer information on the evolving relationship, which exists between gender and media engagement. These research findings are significant for media producers as well because they offer a deeper understanding of the diverse needs of global audiences. Based on the above, the research hypothesis that is tested by the current research results is as follows:

H1. 

Gender significantly influences media consumption habits, platform preferences, and engagement types.

So, this study seeks to explore the following research question:

To what extent does gender influence media consumption habits, platform preferences, and types of engagement?

Finally, it is worth mentioning the fact that, despite that this paper being based on the binary categorization of gender (male/female), it is important to recognize that gender is a concept that is approached as a spectrum (Bivens & Haimson, 2016).

2. Materials and Methods

This study follows quantitative research methodology and is based on a structured questionnaire. The research sample consists of 292 participants. The participants were gathered through convenience sampling, in combination with the snowball sampling technique. These sampling methods, on the one hand, are practical in the context of resource-limited research settings, like the current research, but, on the other hand, might create specific social or cultural biases. This might possibly affect the generalizability of the research results.

More analytically, the sample is evenly divided between men (146 participants, 50%) and women (146 participants, 50%). Regarding the participants’ age distribution, 81 participants (27.7%) are aged between 18 and 25 years old. Afterwards, 74 participants (25.3%) are aged between 26 and 35 years old. Then, 34 participants (11.6%) are aged between 36 and 45 years old, 33 participants (11.3%) are aged between 46 and 55 years old, 32 participants (11.0%) are aged between 56 and 65 years old, and the rest 38 participants (13.0%) are over 65 years old.

As for the respondents’ educational level, it is mentioned that 42 participants (14.4%) have completed primary education. Then, 91 participants (31.2%) completed secondary education, and 82 participants (28.1%) hold a bachelor’s degree. A total of 59 participants (20.2%) have a master’s degree, and finally, 18 participants (6.2%) have obtained a PhD.

The research tool that was used in this study was a structured questionnaire. The questionnaire consisted of closed-ended questions and items measured on a 5-point Likert scale. Furthermore, it was divided in three different parts: (a) The first part gathered demographic and personal data of the participants, such as gender, age and education level. (b) The second part examined participants’ media consumption habits, through the measurement of the frequency of their engagement with different types of global media content (e.g., news, TV series, films, music, video games, etc.) and their preferred platforms for accessing the current content (e.g., TV, streaming services, social media, online news websites, etc.). The Cronbach’s Alpha reliability index for this section was 0.89. (c) The third part of the questionnaire focused on audience engagement, by measuring how the respondents interact with global media content (e.g., watching, sharing, discussing, etc.). The Cronbach’s Alpha reliability index for this section was 0.77.

In further detail, the questionnaire consisted of clearly defined thematic categories. More specifically, in the second part of the questionnaire, which was about media consumption habits, participants were asked to rate how frequently they engaged with various types of global media content, such as the following:

• News (e.g., TV news, online news articles);
• Television series and web series;
• Films and documentaries;
• Music (e.g., via radio, streaming, YouTube);
• Social media influencers’ content (e.g., Instagram, TikTok creators);
• Video games (console, mobile, or PC-based);
• Podcasts and virtual reality experiences.

Regarding platform preferences, participants rated their usage of different digital and traditional platforms for accessing the above content. The platforms included the following:

• Traditional television (TV);
• Streaming services (e.g., Netflix, Disney+);
• Social media (e.g., YouTube, TikTok, Instagram);
• Podcast platforms (e.g., Spotify, Apple Podcasts);
• Online news websites (e.g., CNN, BBC, national outlets);
• Video sharing platforms (e.g., Vimeo);
• Online forums (e.g., Quora, IMDb).

The third part of the questionnaire measured the audience engagement types. Participants were asked how often they performed the following:

• Watched media content (e.g., passive viewing or streaming);
• Listened to media content (e.g., music, podcasts);
• Discussed media content with others (in-person or online);
• Used media content for educational or learning purposes.

All items in these parts of the questionnaire were evaluated on a 5-point Likert scale, ranging from 1 = Never to 5 = Always. This allowed the quantification of participants’ behavior. It also enabled statistical comparison between the gender groups.

Finally, the research data was collected through an online survey using Google Forms. The questionnaire was distributed electronically. This ensured that only participants over 18 years old were included in the research sample. Participants were informed about the purpose of the research, its academic and practical significance, their anonymity, and the voluntary nature of their participation. The response rate was 49%, and the data collection period lasted from 2 December 2024 to 20 February 2025. After the data collection process, the statistical analysis was conducted. In order the conduct statistical analysis, the SPSS (v.23) software was used.

3. Results

The results in

Table 1. Media consumption habits.

	Male	Female	Mean	Std. Deviation
Media content
News	3.8219	3.1507	3.4863	1.41293
Television series	2.1644	2.4178	2.2911	1.12494
Web series	1.9726	2.5753	2.2740	1.31353
Films	2.3425	2.8014	2.5719	1.40384
Music	2.9110	3.4521	3.1815	1.47299
Documentaries	2.2329	2.1849	2.2089	1.11265
Social media influencers’ content	2.0137	2.6164	2.3151	1.52754
Video games	2.2192	1.2260	1.7226	1.26617
Podcasts	1.8973	2.1027	2.0000	1.31865
Virtual reality experiences	1.1096	1.3973	1.2534	0.80216
Platforms
TV	3.3493	2.6918	3.0205	1.40431
Streaming services (Netflix, etc.)	2.7055	2.7603	2.7329	1.49129
Social media (YouTube, TikTok, etc.)	3.4247	3.2397	3.3322	1.62960
Podcast platforms (Spotify, etc.)	2.0068	2.2877	2.1473	1.36559
Online news websites (CNN, BBC, etc.)	2.9041	2.3493	2.6267	1.49261
Video sharing platforms (Vimeo, etc.)	1.8904	1.5753	1.7329	1.14148
Online forums (Quora, IMDb, etc.)	1.9452	1.5685	1.7568	1.18660

indicate variations in the existing preferences between male and female participants. As for the “Media Content Consumption”, men show a stronger preference for news consumption (Mean = 3.8219) compared to women (Mean = 3.1507). However, women report higher levels of engagement in television series (2.4178 vs. 2.1644), web series (2.5753 vs. 1.9726), films (2.8014 vs. 2.3425), and music (3.4521 vs. 2.9110), as well. Regarding documentaries, both genders show similar engagement levels (Male = 2.2329, Female = 2.1849). However, as for the social media influencers’ content, women display a notably higher engagement (2.6164 vs. 2.0137). In addition, differences between these two genders are observed in video game consumption. In that case, more analytically, men report higher engagement (2.2192) compared to women (1.2260). Similarly, men engage slightly more with podcasts (1.8973 vs. 2.1027) and virtual reality experiences (1.1096 vs. 1.3973). Though the overall mean scores indicate that both forms of media are less commonly consumed compared to others.

As for the “Platform Preferences”, traditional television (TV) consumption is higher among men (3.3493) than women (2.6918). However, streaming services show nearly equal engagement levels across the two genders (2.7055 for men vs. 2.7603 for women). Additionally, social media platforms are among the most engaged-with platforms for both genders. More specifically, men present a slightly higher mean score (3.4247) compared to women (3.2397). Conversely, women demonstrate slightly higher engagement with podcast platforms (2.2877 vs. 2.0068). Even more, for online news websites, men report higher usage (2.9041 vs. 2.3493). Meanwhile, video-sharing platforms and online forums are less frequently used by both genders. Though in those cases, men exhibit slightly higher interaction with these platforms compared to women.

In general, Table 1 shows that men exhibit stronger engagement with news, video games, and television. On the other hand, women show higher engagement in television series, films, music, and social media influencers’ content. Streaming services and social media platforms are widely used by both genders. Whereas traditional TV remains more popular among men. Finally, women present slightly higher engagement with podcast platforms. On the other hand, men are more likely to engage with online news websites and forums.

So, in order to interpret the variations between male and female respondents, descriptive statistics (mean scores and standard deviations) were used to illustrate general tendencies in media consumption (Table 1). It must be mentioned that these metrics do not provide causal inferences, although they offer valuable information on the directional trends of audience behavior. The higher mean values show greater reported engagement. At the same time, the values of the standard deviation reflect the dispersion of responses within each gender group. For instance, men’s higher mean scores in news (M = 3.82) and video games (M = 2.21) prove the existence of a pattern of engagement with informational and competitive content. Conversely, women’s higher scores in films, music, and web series show a stronger connection with entertainment-based media.

Table 2. Types of engagement with media content.

	Male	Female	Mean	Std. Deviation
Watching	4.0959	3.6712	3.8836	1.30824
Listening	2.9863	3.4452	3.2158	1.49846
Discussing	2.9932	2.4041	2.6986	1.33352
Educating/Learning	2.7466	2.9178	2.8322	1.45585

shows that the most common form of engagement for both genders is watching media content. In that case, men reported a higher mean score (4.0959) than women (3.6712). On the other hand, listening to media content is more prevalent among women (3.4452) compared to men (2.9863). This aligns with the trends that were observed in Table 1, where women showed greater engagement with podcast platforms and music. When it comes to discussing media content, men report a higher engagement level (2.9932) compared to women (2.4041). Interestingly, in terms of educating/learning through media, women score slightly higher (2.9178) than men (2.7466). Overall, watching is the most common type of engagement for both genders, but men engage in it more frequently than women. On the other hand, women show higher engagement with listening-based content, reflecting their stronger preference for auditory media.

As seen in Table 2, the engagement types were also analyzed through mean comparisons in order to determine how each gender interacts with media content. Watching received the highest scores from both genders. This confirms its dominant role in media interaction. However, the gendered differences in listening and discussing behaviors show how men and women might process and share media differently. These differences might be interpreted as varying modes of cognitive and social engagement. In that context, men lean toward active discussion, while, on the contrary, women lean toward immersive or reflective consumption through listening.

To further investigate the relationship between gender and media behaviors, a Pearson correlation analysis was conducted. This method quantifies the strength and direction of the association between two variables. In this case, the two variables are gender and each media-related factor. A positive correlation shows that the variable is more associated with female participants (coded as “2”). A negative correlation suggests a stronger association with the male participants (coded as “1”). Only correlations with a p-value less than 0.05 were considered statistically significant. Thus, these correlations are relevant for interpretation. According to Cohen’s guidelines, correlation values between ±0.10 and ±0.29 represent a small effect size. Those between ±0.30 and ±0.49 represent a moderate effect, and correlation values of ±0.50 or above represent a large effect.

The Pearson Correlation Test results presented in

Table 3. Pearson correlation test results.

	Gender (Pearson Correlation)
News	−0.238 *
Television series	0.113
Web series	0.230 *
Films	0.164 *
Music	0.184 *
Documentaries	−0.022
Social media influencers’ content	0.198 *
Video games	−0.393 *
Podcasts	0.078
Virtual reality experiences	0.180 *
TV	−0.235 *
Streaming services (Netflix, etc.)	0.018
Social media (YouTube, TikTok, etc.)	−0.057
Podcast platforms (Spotify, etc.)	0.103
Online news websites (CNN, BBC, etc.)	−0.186 *
Video sharing platforms (Vimeo, etc.)	−0.138 *
Online forums (Quora, IMDb, etc.)	−0.159 *
Watching	−0.163 *
Listening	0.153 *
Discussing	−0.221 *
Educating/Learning	0.059

* p-value < 0.05.

highlight the relationships between gender and various aspects of media consumption, platform preferences, and the different types of engagement.

More analytically, in terms of media content consumption, the results show that men have a significantly higher engagement with news (−0.238), video games (−0.393), and TV (−0.235). This is aligned with the findings from Table 1, in which men presented higher mean scores for these categories. On the other hand, positive correlations for web series (0.230), films (0.164), music (0.184), and social media influencers’ content (0.198) indicate that these forms of media are more frequently consumed by women. This is also aligned with Table 1, in which women showed a stronger preference for entertainment-oriented media. For platform preferences, the correlation results indicate that men have the tendency to use online news websites (−0.186), video-sharing platforms (−0.138), and online forums (−0.159) more frequently than women. This mirrors the findings from Table 1, where men had higher mean scores for news-related platforms and online discussions. Meanwhile, the correlation values for streaming services (0.018) and social media (0.057) are statistically insignificant, and this means that both genders engage with these platforms at similar levels. This is a result that was also reflected in Table 1, in which the existing differences in the mean values of both genders were minimal.

Regarding the types of engagement with media content, the correlation results reveal interesting gender differences that align with Table 2. In further analysis, the negative correlation between gender and watching (−0.163) and discussing (−0.221) suggests that men engage in these activities more frequently than women. This supports the earlier findings of Table 2, in which men reported higher mean scores for watching and discussing media content. Conversely, the positive correlation with listening (0.153) confirms that women are more engaged with auditory-based media. This was also evident in Table 2. However, the correlation for educating/learning (0.059) is statistically insignificant (Table 3). This result means that there is no strong gender correlation in the use of media for learning purposes, despite the slightly higher mean value observed for women in Table 2.

The correlation results of Table 3 align with the descriptive statistics from the earlier tables and reinforce the existence of gendered preferences in media consumption. For example, the strong and negative correlation that exists between gender and video games (−0.393) confirms the male dominance in this category. It also signals a clear behavioral divergence. Meanwhile, the statistically insignificant correlations for streaming services (0.018) and social media (0.057) show a convergence in platform usage across genders. This potentially reflects broader shifts toward gender-neutral digital spaces.

4. Discussion

The findings of this study support the research hypothesis, and, at the same time, they align with existing research, confirming that men and women show distinct and different patterns in their interaction with media. Through further analysis, the results of Table 1 showed well-established gender differences in media content consumption. Consistently with previous research (Boczkowski & Mitchelstein, 2013; Kurtuluş et al., 2015), men presented a stronger preference for news consumption, video games, and TV. On the contrary, women engage more with television series, web series, films, music, and social media influencers’ content. These findings corroborate earlier studies, showing that male audiences are more drawn to informational, action-oriented, and competitive media. Additionally, female audiences gravitate towards entertainment, lifestyle, and personality-driven content (Meân, 2014; Shephard et al., 2016). Notably, the statistically significant and negative correlation that exists between gender and news consumption (−0.238, Table 3) suggests that men continue to dominate this space. In addition, it suggests that women might rely on alternative sources for information. A characteristic example is social media. Meanwhile, the strong and negative correlation for video games (−0.393) shows that gaming is still a male-dominated activity. This is aligned with Kurtuluş et al.’s (2015) findings on gendered gaming cultures.

Platform preferences also reflect gendered patterns. Table 1 shows that men engage more with online news websites and forums. At the same time, women show a slightly higher preference for podcast platforms and for streaming services. However, as Table 3 shows, the existing correlations between gender and streaming services (0.018) and social media usage (−0.057) are weak and insignificant. This means that these platforms are becoming increasingly gender-neutral in the context of media consumption. This supports arguments in the recent literature that support the hypothesis that digital media consumption is diversifying and that algorithm-driven recommendations might be reducing traditional gender disparities, in some aspects of media engagement (Ahmed & Madrid-Morales, 2021; Lilleker et al., 2023). Nevertheless, the continuing existing gender gap in engagement with news websites (−0.186) and with online forums (−0.159) suggests that digital platforms have not fully eliminated gender-based differences in information-seeking behaviors. At the same time, it has to be considered that digital platforms are not neutral. As the literature shows (Lou et al., 2024), algorithms might recommend content that is based on the users’ previous choices. This might possibly intensify the already existing gender norms. However, the same platforms also offer space to alternative identities and discourses, undermining traditional gender divisions.

As for the media engagement styles, Table 2 shows that men are more likely to engage with media through watching and discussing. On the contrary, women are more engaged in listening-based content and educational use of media. The negative and significant correlation, which exists between gender and discussing media (−0.221, Table 3), means that men are more active in conversational engagement with media. This is a result that is aligned with prior research (Barlett et al., 2008; Carter et al., 2013). Meanwhile, the positive and significant correlation between gender and listening (0.153) supports the finding that women engage more with auditory media. It possibly happens due to their higher engagement with music and podcasts, as shown in Table 1.

These findings contribute to the broader discussion about the way in which gender influences media consumption and engagement. In further analysis, while some traditional gender-based preferences persist—such as, for example, men’s preference for action-oriented and competitive media and women’s engagement with entertainment and lifestyle content—the increasing accessibility of diverse digital platforms might be blurring some gender distinctions in media engagement. However, the persistence of gender gaps in news engagement, video game consumption, and discussion-based media interaction means that certain media behaviors remain entrenched in cultural and societal norms.

Furthermore, from a sociopolitical perspective, the above-analyzed findings also reflect broader patterns of civic and cultural engagement. In further analysis, the male preference for news consumption and forum-based discussions may be linked to traditional models of political participation. It may also be linked with rational discourse, whereas female engagement with lifestyle media and influencers could reflect emerging forms of soft power. It could also reflect cultural expression and indirect civic involvement. These gendered distinctions are aligned with evolving definitions of political and public engagement in the digital age. In this context, more specifically, social media personalities often act as opinion leaders. This particularly happens among younger female audiences. Thus, media consumption is not only a reflection of entertainment preferences. It is also a vehicle through which identity, social roles, and political consciousness are both constructed and expressed.

In addition, as Habermas (1991) suggested, the public sphere has historically been dominated by the rational–critical debate. This might partially explain the observed male dominance in news and forum-based media. However, Fraser (1990), through her argument, reflects the opinion that the female engagement with lifestyle media, social media influencers, and auditory content may represent alternative spaces of identity formation, soft activism, and cultural negotiation. These forms of media participation are not always overtly political, but they are able to shape political consciousness (Gill, 2007; Papacharissi, 2010).

This raises important questions about what counts as “political” or “public” engagement in the digital age. As traditional gender roles are reconfigured by media algorithms and by platform affordances, too, new hybrid forms of cultural and civic participation emerge. These include blending personal narrative, lifestyle discourse, and emotional expression with public commentary.

At this point, a limitation of this research is the size and composition of the research sample. It is considered a limitation because it was based on non-probability sampling methods, i.e., convenience and snowball sampling. Both limit the generalizability of the research findings. Also, this research was conducted in a cultural context, which may influence the existing differences in media consumption. The reinforcement of traditional gender norms in Greek society, for example, possibly contributes to the maintenance of gender preferences in the media context. Therefore, the current research findings should be interpreted in the case of local cultural specificities. This means that they should not be taken into consideration as universal patterns.

Finally, taking into consideration the above discussion, future research should explore how personalized algorithms and platform design influence gendered media consumption habits. Furthermore, the cultural implications of gendered media consumption need deeper investigation. Future studies could examine how gender influences shape perceptions of identity, societal norms, and self-expression. The future research should thus be based on a broader research sample and not only quantify gendered media behaviors. It should also interpret them in the framework of sociopolitical agency, visibility, and representation.