Jared Holt, senior research analyst at ISD US, spoke to The New York Times about firearms content on YouTube and its impact on American gun culture. ISD shared research with the outlet which found that content related to firearms on YouTube has amassed over 29 billion views collectively.

“It has this gigantic audience that until recently we haven’t tried to understand,” Jared said.

You can read the full article on The New York Times’ website.