YouTube is winning the battle for the "manosphere"

"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 arestill connected to alternative messaging, across long-form content and within creator ecosystems."

""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.""

"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."

Economic pressures, eroding identity, and a fragmented media landscape are changing how men work, consume news, and respond to influence. Many men are opting for gig work instead of 9-to-5 office jobs. YouTube dominates weekly use among men, with 86% using it weekly and nearly 60% heavy users spending six or more hours weekly. Video podcasts filmed like TV talk shows are reinforcing YouTube's dominance. Sixty percent of men listen to podcasts weekly, with millennial Hispanic men listening at twice the rate of other groups. Trusted voices include Joe Rogan, Tucker Carlson, and Stephen A. Smith, with trust varying by demographic. Audiences often written off as unreachable remain connected through creator ecosystems.

Read at Axios