Tap to continueClick to continueor use your arrow keysClick Tap here to continueYou are on slide 1 of chapter 1.Use right arrow to continue.Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation.You are on slide 2 of chapter 1.Use right arrow to continue.

Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation.The 'manosphere' – a loose but large group of influencers making content aimed at men – is often described as a dark corner of the internet filled with right-wing politics and misogyny.There are thousands of voices in this space, but one is better known than the others.You are on slide 3 of chapter 1.Use right arrow to continue.

Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation.video credit:  Rumble | tatespeechYou are on slide 4 of chapter 1.Use right arrow to continue.Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation.Why did Andrew Tate’s message ‘click’ for teenage boys, despite its well-known toxicity? We asked some.

They agreed to speak on condition of anonymity so their faces are disguised.You are on slide 5 of chapter 1.Use right arrow to continue.Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation.You are on slide 6 of chapter 1.

Use right arrow to continue.Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation.While algorithms flooded some people's social media feeds with Andrew Tate content, others won't have seen any of his videos.But most people have heard about him: 77% of British people know who he is, according to a 2025 survey.The cases against Tate for crimes including human trafficking and rape in both Romania and the UK, allegations Tate denies, have also been widely reported.

The conversation about Tate, however, often misses the full spectrum of his messaging.What is he offering young men?We looked at his videos to find out.You are on slide 7 of chapter 1.Use right arrow to continue.Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation.

What is best-known about Tate are his views on women: he has described himself as a misogynist.But when we used a GenAI LLM to analyse transcripts of 640 videos from his channel on video site Rumble, we found that though Tate talks about women a lot, they’re not his biggest topic.We found that women came up a significant amount in about a fifth (21%) of his videos (highlighted in blue below).This is an example of a phrase that we identified as being about women:You are on slide 8 of chapter 1.Use right arrow to continue.

Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation.But the topic Tate returns to much more frequently? Being rich.In twice as many videos (43%), he talks a significant amount about being rich, getting rich and other words related to success and money.This is a sentence we classed as being about success:You are on slide 9 of chapter 1.Use right arrow to continue.

Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation,You only need to watch a few videos to find examples of Tate telling you how rich he is,You are on slide 10 of chapter 1,Use right arrow to continue,Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation.

video credit:  Rumble | tatespeechYou are on slide 11 of chapter 1.Use right arrow to continue.Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation.The young men we spoke to acknowledge the appeal.You are on slide 12 of chapter 1.

Use right arrow to continue.Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation.You are on slide 13 of chapter 1.Use right arrow to continue.Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation.

Tate doesn’t just talk about being rich.His videos are full of status symbols.We ran image analysis on his videos and found that in almost two-thirds (60%) he or someone else smokes a cigar, and a third (34%) feature sports cars.You are on slide 14 of chapter 1.Use right arrow to continue.

Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation.Something else jumps out visually: his torso.Almost half of these videos (43%) feature a topless man.Our analysis didn’t identify individuals but reviewing the videos shows it’s usually Tate.You are on slide 15 of chapter 1.

Use right arrow to continue.Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation.Andrew Tate didn’t invent bragging about being rich.Or taking his top off.But the enormous success of his videos in 2020-21 helped popularise a blueprint for a generation of influencers making content aimed at men.

Discussing Tate’s impact on the manosphere, Anki Deo, a senior policy officer at non-profit Hope not Hate says that this type of content used to be more niche:There is a debate now as to whether [the manosphere] still exists in its original form, which was this quite niche, private, cut-off space.What figures like Andrew Tate have done is mainstreamed that”Now there are many thousands of influencers putting out a similar message featuring the same carousel of symbols such as yachts, Lamborghinis and bulging muscles.You are on slide 16 of chapter 1.Use right arrow to continue.Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation.

video credit:  Youtube | Mike Thurston, JordanWelch, MikeThurston, ImanGadzhiYou are on slide 17 of chapter 1.Use right arrow to continue.Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation.It’s easy to find this content:You are on slide 18 of chapter 1.Use right arrow to continue.

Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation.You are on slide 19 of chapter 1.Use right arrow to continue.Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation.You are on slide 1 of chapter 2.

Use right arrow to continue.Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation.And here’s one of the most compelling aspects of these videos to young men.These influencers aren’t just showing off their wealth, they claim to offer you – the viewer – the chance to join them.With hard work and insights (provided by the influencer) you too can succeed, they promise.

And getting rich, they claim, will solve your problems.Thousands of influencers have a similar message:Iman Gadzhi offers 7 Principles for Teenagers to Become Millionaires.Jordan Welch explains how to turn $100 into a million dollars.Hamza offers No BS advice on how to become a top 1% man.Sometimes this advice is presented as empowering.

You are on slide 2 of chapter 2,Use right arrow to continue,Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation,video credit:  Youtube | Hamza97, ImanGadzhi; Rumble | tatespeechYou are on slide 3 of chapter 2,Use right arrow to continue.

Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation.When you ask young people why they like influencers like Tate, the empowerment message is what comes up, says Deo of Hope not Hate:The answer often comes down to self-improvement – 'being a better version of myself'."It’s the belief that you actually do have agency and you can shape your world and you can change yourself.That’s appealing to them."Talking about Tate but missing this point caused young men to switch off, she said:The portrayal of Tate jars with them and doesn't fit with their perception, which then drives them away.

"One young man described what he saw in Tate, when his videos started turning up in his feed.You are on slide 4 of chapter 2.Use right arrow to continue.Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation.You are on slide 5 of chapter 2.

Use right arrow to continue.Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation.That is echoed in the research of journalist Matt Shea, who has met a lot of Tate fans in the process of making several documentaries and writing a book Clown World about Tate.So many of his followers will say, ‘I used to smoke weed and play video games all day, and Andrew Tate got me out of that.’“And that really does speak to young men – they are playing a lot of video games – but a lot of them feel guilt about that because they want to be succeeding and making money and moving forward in life.

“There are definitely men who benefit from that tough love message, which maybe is lacking in our society of like, ‘get to work, you know, stop wasting your life’.”You are on slide 6 of chapter 2.Use right arrow to continue.Alternatively, use the open square bracket key and close square bracket key to navigate, and disable left arrow and right arrow key navigation.Another thing Tate has helped popularise is an important manosphere business model: selling courses