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Despite the progress made, there are still challenges to overcome. The underrepresentation of mature women in leading roles persists, and ageism remains a significant issue in the entertainment industry. Many women over 50 still struggle to find meaningful and complex roles, with some being relegated to marginal or stereotypical parts.

—a historic high. However, 2025 saw a sudden "backsliding," with lead roles for women hitting a seven-year low in blockbuster cinema. Milf Hunter Kellie

Streaming has been a great equalizer. Platforms like Netflix, Hulu, and Apple TV+ have realized that the 40+ female demographic has buying power and a desire to see their lives reflected on screen. They don't want to watch their daughters’ stories; they want their own. Despite the progress made, there are still challenges

: Women over 40 are significantly more likely than their male counterparts to have storylines centered specifically on the process of aging, rather than agency or professional ambition. —a historic high