YouTube is emerging as the media center of gravity for the increasingly influential "manosphere," according to a new report by Precision Strategies and Tunnl, "The Manosphere Index."
Why it matters: The ideas circulating in the "manosphere" — male-only and creator-driven spaces that are shaping modern masculinity — are steering elections, shaping spending habits and setting cultural expectations.
The big picture: Economic pressures, an eroding sense of identity, and a fragmented media landscape are altering how men work, consume news and respond to influence.
- For example, many are opting for gig work in place of 9-to-5 office jobs, choosing YouTube over mainstream media and looking to creators to drive their political ideology.
- These audiences are often written off as unreachable, when in fact they are still connected to alternative messaging, across long-form content and within creator ecosystems.
Driving the news: Precision Strategies, founded by top Democratic adviser Stephanie Cutter, partnered with Tunnl, led by Republican strategist Sara Fagen, this fall to survey 1,000 men under 60, followed by a nationally representative survey of 6,000 adults, to understand the influences behind modern masculinity.
- "If you are seeking to effectively reach and persuade men, you can't treat them like a monolith," says Cutter. "We sought to do that by looking at not just what they believe, but what and who shapes their worldviews, how societal pressures differ across age and demographics, the role the economy has in shaping behaviors and where they spend their time online."
By the numbers: YouTube is the go-to platform for men, with 86% using it weekly, according to the survey.
- Nearly 60% identified as heavy users, spending six or more hours on YouTube a week.
- The boom in video podcasts — filmed like TV talk shows — is "likely reinforcing YouTube's dominance," according to the report.
Zoom in: 60% of men listen to podcasts throughout the week, with millennial Hispanic men listening at a rate two times higher than any other demographic.
- Joe Rogan, Tucker Carlson, and Stephen A. Smith are among the most trusted voices among all men surveyed.
- Rogan is especially trusted among millennial Hispanic men, but his influence lags among Asian men.
- The Breakfast Club and Joe Budden are more trusted among Black men, while Ben Shapiro and Tucker Carlson have the lowest trustworthy numbers among this cohort.
State of play: Over one-third of men are spending six or more hours a week browsing on social and streaming platforms, while close to half of Gen Z Hispanic men are spending more than six hours online.
- 20% of men report participating in men-only online spaces, which can include anything from fantasy football leagues and WhatsApp groups to Reddit threads.
The intrigue: A majority of the men surveyed (57%) acknowledged that their social media feeds were becoming more controversial, and those spending the most time online — young Black and Hispanic men — are more exposed, the report says.
Between the lines: It's not just about finding the right platform or influencer. The way brands or leaders message to the male audience matters.
- Based on the findings, Precision recommends focusing on "economic empathy," by acknowledging "pressure, responsibility, and tradeoffs" and removing messaging that "assumes stability."
- The firm also suggests testing "respect-first" messaging focused on "competence, responsibility, and agency."
- "The truth is that men aren't undergoing an ideological shift," says Cutter. "In varying degrees, they are reacting to economic stress, dwindling trust in institutions, online echo chambers, and uncertainty about their place in a changing world."
What's next: Brands and leaders that show up offering "stability rather than spectacle" will have more success influencing the online male population, says Brent Seaborn, co-founder of Tunnl.
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