Men Now Trust YouTube Over Moms, Media, and Moderate Opinions

Photo by Samuel Regan-Asante on Unsplash

KEY POINTS

•Precision Strategies and Tunnl surveyed 1,000 men under 60 this fall to explore modern masculinity influences.
•The study found 86% of men use YouTube weekly, with nearly 60% consuming six or more hours of content.
•Joe Rogan, Tucker Carlson, and Stephen A. Smith topped trust rankings, varying widely across ethnic demographics.

A flashy new report from Precision Strategies and Tunnl, brainchildren of Democratic guru Stephanie Cutter and Republican wiz Sara Fagen, confirms what your uncle’s basement has known forever: men under 60 are full-time YouTube subscribers, logging six or more hours weekly. Apparently, 86% of men prefer taking life advice from video podcasts featuring Joe Rogan, Tucker Carlson, and Stephen A. Smith over their actual relatives. Bonus: Millennial Hispanic men binge podcasts twice as hard as everyone else, while Black men put their faith in The Breakfast Club and Joe Budden instead of Ben Shapiro or Tucker Carlson, whose trustworthiness in that cohort is basically a dad joke. Meanwhile, 20% of dudes are bonding in men-only digital man caves—from fantasy football to Reddit—while 57% admit their social feeds are as stable as a TikTok dance trend. The takeaway? Brands should ditch 'stability assumptions' and try 'respect-first' wooing, because the modern man isn't evolving, just fretting about his gig-job economy existential crisis on endless scroll.