For modern male audiences, especially younger generations, traditional television is no longer the primary source of entertainment or news.
: While streaming dominates, live sports remain a massive draw. 84% of Australians consider themselves sports fans, and many still rely on free-to-air TV or dedicated streaming services for these broadcasts. The Rise of "Masculinity Influencers"
Mainstream media (film and television) is also evolving, though often slower than the digital space. Common Stereotypes of Men in Media - MediaSmarts The Rise of "Masculinity Influencers" Mainstream media (film
: Approximately 61% of Gen Z consumers prefer user-generated content over traditional movies or TV shows, citing a stronger connection to relatable creators than to "stylised" celebrities.
A significant portion of media consumed by men today is centered on the "manosphere"—online communities that focus on self-improvement, dating, and traditional gender roles. : Reports indicate that 63% to 68% of
: Reports indicate that 63% to 68% of young men regularly engage with masculinity influencers.
: While many men find this content motivating, studies suggest a complex effect on mental health. Regular engagement is often linked to increased feelings of optimism in the short term but higher levels of distress, worthlessness, and frustration around dating over time. and frustration around dating over time.
: YouTube is the most widely used social media platform among young men, with 77% using it at least once a week for content ranging from gaming and music to finance and crypto news.