The prestigious AT&T Pebble Beach Pro-Am takes center stage this week at one of the world’s most iconic courses. The stakes couldn’t be higher with a staggering $20 million purse and 17 of the top 20 players competing. The tournament arrives at a crucial moment. Early 2025 has seen concerning viewership trends for the PGA Tour, with Rory McIlroy’s conspicuous absence from early events drawing particular attention. The Tour’s struggles continue a pattern that has industry leaders worried, following a 3% loss in overall viewership during 2024 while rival leagues experienced a 50% surge in their numbers.

The numbers from the new year tell an even starker story, highlighting the impact of top players’s scheduling choices. The Sentry Tournament’s viewership plummeted 34.8% compared to 2024, drawing only 461,000 viewers against the previous year’s 707,000. The American Express final round suffered an even steeper 56% decline, with viewership dropping from 534,000 to 232,000. McIlroy’s decision to skip The Sentry, Sony Open, and American Express has become a focal point of discussion. While injuries sidelined Scottie Scheffler and Jordan Spieth from early events, McIlroy’s scheduling choices have amplified these challenges at the Tour’s start.

Viktor Hovland speaks out on PGA Tour’s viewership crisis

Speaking at Pebble Beach, Viktor Hovland cut straight to the heart of the Tour’s challenge. “Every week is important. You can’t just hope that one week out of the year will save the rest of the Tour,” he stated firmly. The Norwegian star’s candid response highlights a growing awareness among players.

The shifting landscape hasn’t gone unnoticed in the locker room. “I think we all care,” Hovland acknowledged, addressing the concerns of the viewership. “Obviously we want more guys to pay attention, we want people to be excited about each week.” His comments reflect a growing awareness among players about their role in attracting audiences. While some players have retreated into their competitive bubbles, Hovland emphasizes the collective responsibility to engage fans.

Hovland points to golf’s inherent appeal. “The game itself, it’s so elusive, it’s so counterintuitive, yet it looks so simple,” he explains. “When you watch guys who can do it and make it look so simple, I think that’s pretty inspiring.”

The current field at Pebble Beach demonstrates the Tour’s potential. Eighty tour pros paired with celebrities and corporate executives create a unique spectacle. “Even if you don’t maybe follow golf all that much, you get some spectacular views out here that you wouldn’t see anywhere else,” Hovland notes.

As the PGA Tour works to maintain its viewership, the emergence of alternative golf platforms has created new complexities in the battle for fan attention.

PGA Tour faces new challenges from LIV Golf and TGL

The competitive environment has evolved rapidly. LIV Golf secured a multi-year media rights deal with Fox Sports for 2025. Their 14-event schedule spans globally, from Riyadh to Chicago. Live broadcasts will reach viewers across Fox, FS1, and streaming platforms.

Meanwhile, the Technology Golf League (TGL), co-founded by Tiger Woods and Rory McIlroy, launched its inaugural season. Six teams featuring PGA Tour stars will compete in a state-of-the-art facility. Notable team owners include Arthur Blank and Stephen Curry.

This fragmentation poses new challenges. The PGA Tour must now compete for players’ and viewers’ attention. Rory McIlroy suggests fan fatigue from the bitter rivalry impacts both tours’ viewership.

The future of golf viewership hangs in the balance. As the sport evolves, what do you think will capture fans’ attention in this changing landscape?