: Reports indicate that 63% to 68% of young men regularly engage with masculinity influencers.
: 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"
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.
: 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.
Mainstream media (film and television) is also evolving, though often slower than the digital space. Common Stereotypes of Men in Media - MediaSmarts
For modern male audiences, especially younger generations, traditional television is no longer the primary source of entertainment or news.
Entertainment content and popular media play a critical role in shaping how men perceive their identity, roles, and community. Recent trends indicate a significant shift from traditional broadcast media toward digital-first platforms like YouTube, social media, and podcasts, where masculinity influencers and creator culture dominate the landscape. The Digital Shift in Men’s Media Consumption
: 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.