Golf coverage has long been dominated by TV networks and publications like Golf Channel and Golf Digest. But a new force is booming - YouTube golfers. These social media stars have millions of followers who tune in for a more irreverent, relatable view of the game.
While traditional golf media holds the rights to major tournaments and insider access, YouTube golfers are relatable and real. Skilled players like Rick Shiels (2.75M YouTube subs) offer instructional tips in an engaging, conversational style..
Entertainers like Good Good Golf captivate audiences with on course challenges and each video racks up over 500k views. And, our personal favourite, Bob Does Sports has exploded in recently growing from 100k subs to nearly 700k in under a year. The successes of these unlikely lads is also filtering to the pros; with Bryson Dechambeau starting his own channel in an attempt to jump on a train that was already moving pretty fast.
This looser, personality-driven approach is a big hit with younger demos and sponsors have taken notice, with YouTube stars landing deals with Callaway, Nike and more. Additionally, we see an increasing number of these influencers trying to monetise their followers through merchandise. Our view on this is mixed, admittedly we have never bought any but we can’t imagine the lads at GoodGood caring too much about where the buttons are sourced from on a polo shirt.
While traditional golf media still leads in reach, YouTube golfers are a growing force in the industry. Their ability to connect with fans in a genuine way signals a shift in how golf content is created and consumed. Will the establishment soon be disrupted by this new guard? It's anyone's game. One thing is for sure, we could take or leave the mild manner golf coverage on TV, but we cannot wait for the latest release from Bob and the crew.