Performative Culinary

Male-hosted YouTube channels guide viewers through extreme recipes

Implications - As consumers become more accustomed to discovering food and beverage innovations from a variety of digital resources, in particular, male-hosted cooking videos on YouTube that speak to the culture of "competitive eating" are making a splash online. This progression demonstrates the far-reaching nature of the YouTube platform and highlights the opportunity for brands to tap into seemingly niche but increasingly relevant audiences.
SCORE: 4.2
This Quarter and Untested Top 5 Examples: 428 Total Clicks Jun 16 - Dec 16
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DEMOGRAPHICS
Consumer Insight Topics: LifestyleFoodSocial Media
Soda-Infused Sausages - This Hot Dog Recipe Uses Mountain Dew Beverage to Unexpected Add Flavor
SCORE: 4.4
This Year and Untested 275 Clicks Pub: Jun 28, 16
Soda-Infused Sausages
This Hot Dog Recipe Uses Mountain Dew Beverage to Unexpected Add Flavor
Cooking With Andy is an experimental YouTube series that combines unlikely sweet and savory packaged foods together to create unlikely versions of familiar dishes, such as this infused sausage that... [More]
Rapper-Made Food Oddities - Rapper Action Bronson Makes a Deep-Fried Chicken Burger with Ice-Cream
SCORE: 4
This Year and Untested 64 Clicks Pub: Jul 21, 16
Rapper-Made Food Oddities
Rapper Action Bronson Makes a Deep-Fried Chicken Burger with Ice-Cream
Some people may not know this, but rapper Action Bronson actually attended culinary school and had his own cooking show called ‘Action in the Kitchen.’ The rapper not only loves food, he... [More]
Bathroom Cooking Videos - Good Mythical Morning Launched a 'Cooking in the Bathroom Challenge'
SCORE: 4.1
This Quarter and Untested 37 Clicks Pub: Dec 13, 16
Bathroom Cooking Videos
Good Mythical Morning Launched a 'Cooking in the Bathroom Challenge'
Rhett and Link of Good Mythical Morning produce a daily morning talk show on YouTube called ‘Good Mythical Morning,’ where they share taste tests, oddities and even challenges like the... [More]
Toast Cook-Off Tests - This Kitchen Challenge on YouTube is a Test to Make the Perfect Toast
SCORE: 3.6
This Quarter and Untested 26 Clicks Pub: Dec 13, 16
Toast Cook-Off Tests
This Kitchen Challenge on YouTube is a Test to Make the Perfect Toast
The ‘COOKING CHALLENGE!’ video from Calfreezy on YouTube opens with a Q&A session with silly questions like “On a scale of 1-Nandos, how high do pineapples fly?” and ends... [More]
Electrifying Cooking Challenges - SORTEDfood Challenged Its Chefs to Cook While Wearing Shock Bands
SCORE: 3.5
This Quarter and Untested 26 Clicks Pub: Dec 13, 16
Electrifying Cooking Challenges
SORTEDfood Challenged Its Chefs to Cook While Wearing Shock Bands
With its ‘ELECTRIC SHOCKING RECIPE CHALLENGE’ video, SORTEDfood promises to deliver its “most shocking (literally) video yet.” As Ben explains at the beginning of the video,... [More]
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