Is it really that big now? I see what you're getting at and have noticed the shift to cell, web-based and streaming. My god. I don't even watch TV anymore either. I'm plugged in every waking hour. And my son and daughters definitely don't use traditional cable TV. Definitely an interesting take. Frankly, I don't know whether to be pleased or concerned. LOL
Edit: I'm pleased. They're going to have to be computer literate in the future.
Yes. A lot of what we're debating here is semantic. Is men's open bodybuilding as popular as before? Do more people as a % of the population know who Big Ramy is in 2022 when compared to Phil Heath in 2011 or Dorian in 96? I think the answer could really go either way, and if you measure bodybuilding's popularity in this way, you *might* come to the conclusion that its losing popularity. But that's a ridiculous way of measuring popularity that only the most zealous of purists would possibly employ. If you went around and asked normie gym women in their 20s who do some glute isolation exercises and hip thrusts along with various machines if they know who Chris Bumstead is, I'm betting the % is far higher than most dudes in this thread would have guessed.
But when you add in everything else in terms of actual shows/competitive bodybuilidng with all the other divions, omg it's exploding in terms of both spectators and competitors as a % of the population. And when you add in the category of "guys and gals who want to look jacked and muscular but don't neccessarily want to get on stage or want to pursue sports adjacent to bodybuilding such as powerlifting", then bbing has absolutely exploded. More men are getting black pilled and realizing that their physical appearance is basically the number one determinant to their romantic success, particularly when they are the youngest and horniest, and they are responding by entering gyms in droves attempting to improve themselves. Maybe a lower % of guys in gyms can actually bench 2 plates compared to 1996 when going to the gym at all was only something a relatively more hardcore demographic would do in the first place, but as a portion of the general population I'm sure tons more people are going to the gym and lifting seriously/regularly compared to before.
Social media culture, vanity, self branding, image projecting, and wanting to broadcast one's identity are fueling a huge increase in people interested in both competitive and non-competitive bodybuilding. Admittedly a smaller % of the attention is on top men's olympia bodybuilders, but is this really a bad thing? Accessibility might be a good thing in terms of health, approachability, and inclusiveness (within reason, we don't want some of the "literally no muscles" divisions cropping up. they have a few of these in China and other East Asian countries).
And none of this is to mention the growth of bodybuilding outside of the anglosphere. Ask somebody like @luki, Chen Kang, Lu Chen Hui, or Coach Abdullah what they think of bodybuilding's decline in popularity. They'll either look at you confused or laugh in your face. And is concentration of bodybuilding in the anglosphere a good thing? Forget the anglosphere, really just America... I'd argue "no". Why the fuck couldn't we have an Olympia in Egypt/China/Thailand? We used to have them in other countries, I think gravitating toward an American centric pageant/sport is overall bad, honestly. Look at how insane the UK bodybuilding scene is developing its own identity and interesting characteristics. They are so focused on optimizing TRAINING, enjoying the process of training, and putting that in the forefront over competing, drugs, or even nutrition. Everyone carries a logbook and it's normal to give logbooks as gifts. BBing is spreading across the world and its culture is diversifying in the same way BJJ did and this is causing further refinement of the process of bodybuilding making it just better and more efficient and discarding some of the stuff that was done ritualistically in the past but perhaps wasn't actually optimal. Having it spread to other places and other cultures with different and fresh perspectives allows for more in the trenches empirical insights to develop that advance the sport overall.