My mom was a stay at home mom, and watched a few different soaps when I was little. By the time I was in grade school she watched just Young and the Restless and pretty much stayed with just that one. Since she always watched, when I was in high school I started paying more attention to the show when I was in the room, and wound up watching it a lot. I still keep up with it through a message board and other show updates, but don't watch it very often. On the message board that I look at, I think there are only 2 of us guys on there that contribute to the discussion.
I did have some male classmates in high school who watched Days of Our Lives. That was the "cool" soap in the late 80s even though Y&R was the highest rated one by then.