Unlike gay male romance, where Yaoi and Bara separate material aimed at girls and gay men respectively, in Yuri there aren't such divisions. Because of this, queer women are combined with the central demographic of consumption. Even contrary to Japanese cultural mores, the primary consumer of sapphic media is women, as often reported by very popular yuri manga magazine Comic Yuri Hime.
Regardless, yuri tends to be lush, both in dress and setting, pretty, and highly emotive, which attracts all kinds of fans. Japanese cultural homophobia, heterosexism, and emphasis on procreation gives the genre a "forbidden love" quality often sought by fans.
Fangirls, as the primary market, include cisgender straight women as well as queer/trans women. In Japan, such girls are generally more derided for their Otaku-like interest than being interested in Queer Romance of their own sex. The main exception is if such a girl expresses desire in girls outside of fiction, which generally leads to Hide Your Lesbians. As characters, Yuri fangirls are frequently shown as a Covert Pervert and/or Shipper on Deck, and either The Quiet One or the Genki Girl.
Yuri fanboys are the other component of Yuri fandom. What generally defines Yuri fanboys is a strong insistence on the portrayed relationships, feelings, and shipping, instead of merely being male conduits of Girl-on-Girl Is Hot. Primarily, Yuri fanboys are attracted to women. As characters, they tend to be an overzealous Shipper on Deck (due to their gender) and/or a very Loony Fan.
The Japanese term for these types of characters is "Himejoshi/danshi" (姫女子/姫男子, Princess Girl/Boy), taken from the aforementioned Yuri Hime, though rarely "Yurijoshi/danshi" (百合女子/百合男子) appears as a synonym. Unlike its yaoi counterpart, however, the exact terms are rare to see in media featuring them.
Yuri Fan is for shipper examples. For non-shipping examples who still love seeing girl/girl action, see Girl-on-Girl Is Hot (although the two tropes can overlap). Not to be confused with fans of Lowenthal, Lowell, Sakazaki, Volte Hyuuga, Petrov, Katsuki and Plisetsky, that creepy fellow who failed to take over the Soviet Union by mind control back in the '70s, the first man in space, an ex-Spetsnaz soldier, a former Soviet General Secretary, or a 3WA Trouble Consultant... well, there can be some overlap with that last one.
- Satoshi Furutorisui from Secret of the Tripower. Constantly taking pictures of girls when they're together.
- Tsumugi Kotobuki from K-On!, is this. She frequently has daydreams whenever two girls are holding hands, standing close to each other, and at one point is openly jealous of the skinship between the other girls, to the point that she's seen as having Yuri Goggles... But much less so on the anime.
- Pictured above: Hiyori Tamura in Lucky Star. She is also implied to be a Yaoi Fangirl but it is never elaborated further in the series.
- The all-girl high school in Otome Kikan Gretel seems to be populated by yuri fangirls, who squee when they watch Mariya and Yuu kiss. But then again, they are all implied to be Schoolgirl Lesbians, as well.
- The girls from Maria-sama ga Miteru often seem to be rather interested in the amorous entanglements between other girls at their school, although this is rather downplayed in the anime. In the Light Novels, however...
- Yurina from Hana no Yurina Gumi in one Yuri Hime S anthology is a very obsessed Yuri Fangirl. She goes to an all girls school and as president of the school's literature club, she writes fiction pairing up some of the students. She's also been known to Squee! and gush quite loudly when two female students touch their hands together.
- Ushio's brother, Norio from Sasameki Koto, who writes Girls' Love novels. And Azusa, one of Ushio's classmates, is a huge fan of his novels - though is very uncomfortable when first confronted with actual lesbians Tomoe and Miyako, because she's really only interested in dramatic stories full of subtext.
- In Haruhi-chan, Yuki Nagato is a yuri fangirl. Yes, really. In the original, she seems strangely interested in shipping Haruhi and Mikuru together.
- Onsokumaru and the ninjas of Ninin Ga Shinobuden are pretty perverted but they've also been seen to cry over the relationships found in a parody of Maria-sama ga Miteru.
- The Kannazuki no Miko audio drama reveals that Himeko's favorite manga is a yuri doujinshi.
- Itta from Girl×Girl×Boy doesn't start out this way, but he becomes a yuri fan later in the manga. He then can't help but smile and go "Aww" when he sees two females acting friendly towards each other.
- Yuru-Yuri has the yuri fangirl twins Chitose and Chizuru, the former whom frequently imagines Kyouko and Ayano together and the latter whom images her sister Chitose together with Ayano. When fantasizing, both sisters remove their glasses and begin either having a nosebleed (Chitose) or drooling (Chizuru).
- The students at the all-girl high schools in Sweet Blue Flowers show several levels of fascination for girl-girl relationships. The news club of Akira's school, Fujigaya, even publishes rumors about them on the front page of their school magazine. Akira is not amused, even if they don't mention her or Fumi by name.
- Hayate from Hayate × Blade has her yuri goggles permanently on. She sees yuri everywhere.
- Sunohara in CLANNAD was overloading with hormones when he and Tomoya tricked Ryou into thinking that Nagisa is going to confess her love to her, and the entire thing started playing out like something straight out of a Girls' Love anime.
- Fukuyama of Girls Bravo set up an all girl wrestling tournament and was especially excited about seeing Kosame and Kirie mud wrestle each other.
- Nyo!Hungary in Axis Powers Hetalia is often portrayed in fanon as this, mirroring his female counterpart's Yaoi Fangirl tendencies.
- In Sakura Trick, not only is Haruka a Schoolgirl Lesbian herself, but she ships her other friends together as well. (She's not always wrong...)
- Kirika Kure, of Puella Magi Oriko Magica, is shown reading what is clearly a yuri manga at one point. This is pretty much par for the course for Kirika.
- Anime creator Kunihiko Ikuhara is on record as Yuri Fan and the genre had profound influence on his own work.
- Kaede of Don't Become an Otaku, Shinozaki-san! is both this and Yaoi Fangirl. Akina is warming up to the idea, partly due to her own growing infatuation and feelings for Kaede. At one point she comes across a yuri doujinshi by chance and drops what she's doing to flip through it.
- In the behind the scenes episode of Black Butler Elizabeth is shown fangirling over Maylene getting groped by Ran Mao and taking pictures.
- Hanadera Keisuke of Yuri Danshi is a rare male example. He later forms a group with four other yuri fanboys in his school just to discuss the subject. Just see the page quote for Yuri on how much a fanboy he is.
Keisuke: I think, therefore yuri is.
- Corona from Magical Girl Lyrical Nanoha Vivid is depicted this way in the ViVid Life spin-off, shipping her friends with each other. At one point, she even asks them to model for a yuri doujinshi she's making.
- The entirety of the schoolgirl replacement crew for the Benten Maru Squee! when they see Lynn Lambratta and Jenny Doolittle kiss in one arc of Bodacious Space Pirates.
- In Blend-S, Akizuki's problem with working in Cafe Stile is that the customers are mostly male, so there's no way he can activate his Yuri Goggles.
- Ririka the housemother in Comic Girls starts being this from high school, was a Yuri Genre Sequential Artist at one point, and left that job to become a housemother at the publisher's female dorm because she prefers just observing and shipping more than actually writing the story.
- Notable above all other examples is the shipping community surrounding Touhou. The game series has well over a hundred characters and a grand total of three male characters (a turtle, a cloud, and a Non-Action Guy) with screen/page time, so there's a lot of yuri shipping possibilities. It's gotten to the point where Touhou has begun to relocate from Comiket to a separate, Touhou-only convention, Reitaisai, which is currently the largest single genre doujin convention in the world.
- All of this despite, or maybe even because of, the fact that No Hugging, No Kissing is in effect in canon. This, combined with some easily read-into Ho Yay subtext, gives the imagination of the yuri fans plenty of material to play around with and no contradictions with canon, making Shipping Wars surprisingly uncommon within the community.
- When fan artists turn chracters into this trope as well, you know the fandom has reached critical recursion, like with this example.
- In Fire Emblem Fates, when Soleil is not daydreaming about a cute girl she could be talking to, she likes to lovingly sigh and let her fantasizes run wild with two women hanging out with each other.
- The yuri erotic game series Sono Hanabira Ni Kuchizuke Wo is predictably full of these. Whenever a group of girls witnesses a yuri act, just like clockwork, many squees will be heard.
- In Strawberry Vinegar, a girl named Mayuri watches Rie and Licia on the bus during their school trip, becoming more and more excited as Licia gushes over her.
Mayuri: Ah~ I need to make notes quickly! I'm going to turn this into a epic, original story detailing the true love between two shy, sensitive school girls, and make loads of money at Comiket!
- Tedd, the Mad Scientist from El Goonish Shive has an interest in gender-bending pretty much everybody in every way, but with a notable love for girl-and-girl.
- Marie-Neige from Frivolesque enbodies this trope. She has various posters of yuri heroines on her wall, reads yuri fanfiction, ships anime characters as a hobby and has a dakimakura of her best friend Chloé in her underwear on her bed. She doesn't seem to be ashamed of it in any way, and openly hits on every pretty girl she meets.
- Caliborn from Homestuck, who heavily fetishizes normal human romantic actions such as hugging or holding hands as porn, and is especially interested in seeing "the bitches" — i.e. Jane and Roxy - together. Note that Caliborn is from an alien race that reproduces through Foe Yay. In other words, Caliborn considers normal human romance to be deviant alien porn.
- Meredith from Blitzcrafter mentions writing lesbian incest fanfiction shortly after her introduction.
- With some Character Development, The Nostalgia Critic went from salivating over catfights to still being into girl/girl, but also ripping movies like The Haunting (1999) to shreds for just treating gayness as fanservice.
- Twilight Sparkle in Friendship is Witchcraft has an abnormal obsession with shipping her friends Rarity and Applejack, to the point where she wrote a several dozen chapter long fanfic featuring unsubtle self-inserts of them together and forced them to reenact it.
- Similar to the possible reasons stated for Yaoi, Yuri is thought to be popular among guys as a way to get away from hyper-sexual relationships usually seen in hetero pairings, and are thought to be more equal since the pairs (especially in Romantic Two Girl Friendships) appear to be more caring and considerate without having one or both parties rely on gender roles.
- Gen Urobuchi may be considered as one.
- Sappho is famous for being one of the earliest writers of homoerotic encounters between women.
- Ume Aoki, the artist of Hidamari Sketch and Puella Magi Madoka Magica admits to shipping Madoka x Homura and Sayaka x Kyoko. And possibly Mami x Charlotte too.
- Joss Whedon.