Too much right-wing political information reaches voters on parts of the internet that progressives fail to understand or engage with. In 2024 Trump, and his message, reached millions of young people (particularly men) on platforms like Twitch, Kick and Rumble, complemented by ‘man-o-sphere’ podcasts and Youtube streams. Despite progress on generating ephemeral content, often through Tiktok, such as Kamala Harris’s campaign launch, the air war is being won by right-wing actors. Progressives must react to the changed media environment with new strategies for reaching younger audiences with the perceived authenticity and sincerity that figures on the right find easier to manufacture.