We Are Era and YouTube have jointly announced the launch of a new development programme for online talents called 'Her Game, Her Era'. This programme aims to coach ten female gamers intensively over a six-month period, enhancing the professionalization of their YouTube channels. The selected female gamers include Cohony, Deem_i, Jilleke, Lotte, Madestout, Mathia, Maxime MXM, Nouxy, StreamwithLien, and Wela.
The Dutch gaming industry is booming, evident in the 2 billion views and over 120 billion viewing hours of gaming-related content on YouTube in 2022 alone. This staggering engagement, totalling more than 13 million yearly views, underscores the global appeal of gaming as a mainstream form of entertainment. With as many as 500 million daily active viewers worldwide, the global interest underlines the uniting power of gaming, highlighting its role in promoting gender equality.
Sam Vergauwen, YouTube Creator Partnerships Lead Northern Europe added: "Gaming content has been an essential part of the platform from YouTube's beginning and is carried by a powerful creator community. This vertical is growing tremendously globally; last year we reached over 500 million daily viewers. The rising viewing time on connected TV in the Netherlands for live content, combined with the rise of YouTube Shorts, offers great opportunities for a new generation of gamers to connect directly with their audience. Together with We Are Era, we want to ensure that female creators make the most of this opportunity, sharing their passion and talent with the world."
Positive strides have been made in gender equality in gaming over the past two years. By 2023, the number of female gamers on YouTube in the Netherlands has increased by 50%, and women constitute 45% of viewers of gaming videos on the platform. Despite this progress, a gender imbalance persists, with only 16% of the top 100 YouTube channels in the Netherlands belonging to women. A number of factors play a role in the inequality, namely stereotypical gender roles, a female-unfriendly culture and a lack of role models. We Are Era, with a team of 10 creators, is committed to addressing this disparity, providing female gamers with a platform to showcase their voices on YouTube.
Renee Snaak, Executive Director at We Are Era says: "Women game almost as much as men in their free time. However, it's noticeable that the individuals who have succeeded in the gaming industry are predominately male. Fortunately, with the growing influence of women in the industry, thanks to the diversity in games and gaming devices, among other factors, we want to provide an additional boost. We can teach creators how to efficiently and professionally build a business around their content on YouTube."
Participants in the 'Her Game, Her Era' programme will receive personalized coaching on content strategy, creation, and revenue optimization. They learn all about YouTube's features, the algorithm and how to promote their content effectively. They are also offered inspiration from successful YouTubers and entrepreneurs within the industry, and the chance to network at events.
This collaboration marks the third in a series organized by We Are Era and YouTube to amplify the visibility of women on YouTube. The previous two development programmes; the Female Development Programme in 2020 and The Female Era in 2021, focused on producing and branding female lifestyle influencers on YouTube. Participants were able to significantly increase their reach and brand with the help of the campaigns, and also gained valuable relationships. The 'Her Game, Her Era' programme continues the momentum with a dedicated focus on gaming content.
