The popularity of Resident Evil Village's antagonist Lady Dimitrescu has been attributed to her giant size. Resize Me! is an anime VR game in development the player is gradually shrunken by their childhood friend and toyed with. Macrophilia video games have also been developed Sizebox is a sandbox game in which players import models and create scenes. Karbo, Eskoz, and AshkiiWolf are among the more popular artists. Dedicated macrophilia websites include Giantess World and the Giantess City forums. The macro community has produced fiction writing, digital art, and collages on websites such as DeviantArt and Pixiv. After data was gathered from 4,814,732 videos on clips4sale, an established porn site, it was found that 'giantess' was the 34th most popular category. In addition to generating content across websites, some content creators have even branded themselves in ways that helped them generate a following and gain revenue for their work. Online content creators have also developed homemade media that has helped grow the fetish's reach. There also existed an exhibit at the Museum of Sex titled 'Kink: Geography of the Erotic Imagination' which explored many different fantasies, including macrophilia.

The pornography site Pornhub's 2015 annual report showed that compared to 2014, the biggest increase in search topic was giantess, which had a 1091 percent gain in searches. The internet has played an important role in helping to develop the fetish.

Women who take on the roles of the giantess within this fetish often find the practice to be empowering and enjoy being worshipped. Still there exists a presence of women who can enjoy both aspects of macrophilia. Speculating on why there are not as many female macrophiles, psychologist Helen Friedman theorized that women who already view men as dominant and powerful have no need to fantasize about it. Psychologist Mark Griffiths speculates that the roots of macrophilia may lie in sexual arousal in childhood and early adolescence that is accidentally associated with giants. Macrophiles often enjoy feeling small and being abused, degraded, dominated, or eaten, and they often view the much taller being as powerful and dominating. Generally, the interest differs between macrophiles, and depends on gender and sexual orientation. Although macrophilia literally translates to simply a 'lover of large', in the context of a sexual fantasy, it is used to denote attraction to beings larger than themselves.

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