American channels like Good Good Golf and No Laying Up are pulling audiences that are boasting impressive numbers.<\/p>\n
Good Good has more than 2 million YouTube subscribers, while the broader creator ecosystem is generating billions of golf video views. In a recent 90-day window alone, golf content on YouTube was watched more than 4 billion times.<\/p>\n
That scale has become simply impossible for the industry to ignore.<\/p>\n
Sponsors certainly haven\u2019t. Equipment brands that once spent millions on tournament, tour and tour pro brand deals are increasingly redirecting budgets into creator partnerships worth a fraction of the cost, often for stronger engagement.<\/p>\n
Creators like Rick Shiels, No Laying Up, and Good Good are not just reviewing gear or filming challenges. They are all playing a part in shaping what modern golf looks like. Hoodies, bucket hats, match-play challenges and on-course banter is rivalling the traditional coverage for a younger audience that wants bite-sized content riddled with personality as much as performance.<\/p>\n
“Older audiences still watch live broadcasts. Younger fans often see the same moments clipped and remixed on TikTok or Instagram within minutes.”<\/p>\n
Golf content is no longer just about scoring. Lifestyle, humour, and access are prevailing themes the new generation is indulging in. A good shot is clipped, shared, memed and replayed from YouTube to Instagram to Tik Tok and beyond.<\/p>\n
Two-time major winner Bryson DeChambeau has essentially rebranded himself by building a YouTube audience of more than 2.7 million subscribers while still competing at the top level. The PGA Tour to its credit has lent into social-first formats as it tries to keep the pace with younger fans who are increasingly watching highlights rather than full rounds.<\/p>\n
Traditional golf still holds plenty of weight, just not week to week like it once did.<\/p>\n
Majors remain the sport\u2019s anchor events. Final rounds of events like the Masters still attract well over 10 million TV viewers. Broadcasters continue to spend hundreds of millions a year for PGA Tour rights alone.<\/p>\n
The difference is how fragmented attention has become. Older audiences still watch live broadcasts. Younger fans often see the same moments clipped and remixed on TikTok or Instagram within minutes.<\/p>\n
That shift is reshaping everything from equipment trends to fashion. What players wear and what clubs become \u201cmust-have\u201d often now starts online, driven by creators rather than tour pros. Brands like Malbon have built followings largely outside the traditional tour structure, barring a scattering of Tour pros being on their books.<\/p>\n
Golf is living in both the creator and tour worlds at once, and it is worth embracing, because the game needs both.<\/p>\n
\n \u00a9 Golf Australia. All rights reserved.
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