Manosphere researchers from digital-safety group Reset Tech and the nonprofit Equimundo have published a report showing that a network of influencers, coaches and platforms is generating billions of euros by selling courses, supplements and self-help content to insecure young men.
From blogs to a profit-driven ecosystem
The term first appeared in 2009 to describe a handful of blogs that championed men's-rights ideas and criticised feminism. Over the past decade it has expanded beyond anonymous writers to include high-profile content creators who attach their real names to a brand of masculinity that promises dominance, self-sufficiency and emotional suppression.
The scale of the market
According to the report, titled "The Grift Economy: How Young Men Are Being Sold Fake Belonging and Fake Wealth Online", the movement now masks a multibillion-dollar economy. Streamer Adin Ross reportedly earns between $30,000 and $50,000 per hour on the platform Kick, where he also holds an equity stake. Other top streamers generate annual revenues ranging from $1 million to $10 million through online courses, sponsorships and speaking fees.
In the United States, women outnumber men in the workforce for only the third time in history, a trend linked to fewer young men entering employment. Many adult men now live with their parents or are classified as NEET, not in employment, education or training. A study in the Journal of Political Economy found that about 70 % of the non-working hours of young men are spent on video games and other recreational computer use, contributing to loneliness.
Algorithmic amplification and regulatory response
"It's just almost laughable, right? When you sort of see these viral trends and you dismiss them because they're goofy or it seems like some idiot online," Kristina Wilfore, director of Global Projects and Innovation at Reset Tech, told EuroHerald. "But that reaction is dangerous because what we see behind it is massive infrastructure."
Wilfore argues that social-media algorithms, rather than any single influencer, drive the boom in the masculinity industry. She calls for stronger consumer-protection measures and greater platform accountability. The European Union has already begun to act, applying the Digital Services Act in 2024 to impose stricter rules on content moderation, safety and transparency for online platforms.
Beyond the digital fix
David Sasaki, director of the Boys & Men Online programme at the American Institute for Boys and Men, says that tackling algorithmic systems could improve safety for all users, but stresses the need for real-world solutions. "It's great to diagnose the problem, but boy, has there been a lot of diagnosing of problems of boys and men in the world that they inhabit," he said. "What is missing is the affirmative message of what can we do about it."
Experts suggest that adults create offline community spaces and positive role models to give young men alternatives to the profit-driven advice found online.