X Reveals Women’s Engagement Trends, Sports Interest Surges on Platform

X has released fresh data highlighting how women engage with the platform, revealing key trends in content preferences, demographics, and growing interest in sports — insights that could prove valuable for advertisers targeting female audiences.

Shared in honor of International Women’s Day on March 8, the data shows that “Pop Culture and Leisure” leads women’s engagement on the platform, with TV shows and music trends also ranking highly among female users. Millennials represent the dominant demographic within this group, making up the largest share of women’s discussions across the platform.

Women’s Sports Sees a Significant Spike

One of the more striking findings involves women’s sports. Discussion around the 2026 WNBA All-Star game saw a 33% increase in impressions compared to the 2025 game. Additionally, figure skater Alyssa Liu’s gold medal win at the 2026 Winter Olympics triggered a notable spike in broader Winter Olympics conversation, suggesting live sporting moments are powerful drivers of engagement among women on the platform.

Questions Linger Over Ad Effectiveness

Despite these promising engagement figures, questions remain over whether X can convert that audience attention into advertising value. In a notably candid move, X owner Elon Musk ran a weekend poll asking users whether they had ever purchased something based on an X ad — 88% said they had not. That result raises concerns for brands considering the platform as a key marketing channel.

Still, with hundreds of millions of users globally, X’s audience reach remains substantial. For advertisers willing to invest, the newly released data on women’s interests and behaviors could offer a useful starting point for more targeted, culturally relevant campaigns.