Summary
A report shows that YouTube is becoming a major hub for the "manosphere," which includes online spaces focused on modern masculinity. Many men prefer using YouTube for content and political views, and creators on the platform have a significant influence on their opinions. The study finds that YouTube is particularly popular among millennials and Hispanic men, with many listening to video podcasts.
Key Facts
- YouTube is the main platform for the "manosphere," with 86% of men using it weekly.
- About 60% of men are heavy users, spending over six hours weekly on YouTube.
- Video podcasts boost YouTube's popularity, similar to TV talk shows.
- Popular voices among men include Joe Rogan, Tucker Carlson, and Stephen A. Smith.
- More than one-third of men spend six hours or more on social and streaming platforms weekly.
- 20% of men engage in male-only online spaces like fantasy football leagues and forums.
- 57% of men notice more controversial content in their social media feeds.
- Brands are advised to use "economic empathy" and "respect-first" messaging to reach men effectively.
