Rory McIlroy’s comments about YouTube golf content seemed dismissive, even though the social media platform is doing plenty for the sport, like bringing new audiences into the sport amid the Tour’s rejection of LIV Golf’s $1.5 billion proposal last month. Last month, ahead of The PLAYERS, the recent Masters winner said of YouTube golf content, “I’m not of that generation… I’m happy for the people that enjoy it, but I enjoy something else.” In the recent news, Rory McIlroy has received a response from one of Phil Mickelson’s allies, Grant Horvat.

Horvat teamed up with HyFlyers Captain Phil Mickelson to compete against 4Aces Captain Dustin Johnson and his brother/caddie Austin Johnson in a 9-hole, two-man team match earlier this year. However, recently, sitting down for a discussion on The Smylie Show, Grant Horvat shared the reason he felt so confident about the “YouTube generation.”

“Like, you know, when LIV came out, it was very heightened and everybody had an opinion, I feel now. And that’s the thing we love… I love to go play with PGA Tour players. I just filmed with JT, and that was amazing. Then, we will go film with Jon Rahm. Like, people are just like… when they’re on YouTube, it’s the middle ground right now. Kinda like in-between. So, it is interesting.”

Grant Horvat isn’t exactly wrong. YouTubers like Horvat and the Bryan brothers are gaining significant popularity, particularly among younger audiences, especially by teaming up with golfers from both leagues. Their content attracts hundreds of thousands of viewers weekly, with Horvat’s most popular video, “The YouTube Golf Championship ft. BobDoesSports,” receiving 4.4 million views—more than the 2024 final-round telecast of THE PLAYERS Championship. Historically, professional golf was the only path to fame in the sport, but social media has changed that dynamic, allowing platforms like YouTube to thrive. Undoubtedly, the leagues are aware of the social media space.

For instance, in 2024, Good Good, a leading brand in the YouTube space with over 1.7 million subscribers, organized a live 14-hole competition in Scottsdale before the 2024 WM Phoenix Open. The event aired on Golf Channel and attracted over 100,000 viewers at its peak. Interestingly, both LIV Golf and the PGA Tour seem eager to engage with audiences on YouTube as well, despite the career Grand Slam winner’s dismissive attitude towards it.

LIV Golf and the PGA Tour are serious about their YouTube audience

Earlier this year, LIV Golf announced that it had reached an agreement with leading YouTuber Rick Shiels ahead of the 2025 season opener in Riyadh. The deal allows Shiels to continue producing his popular content, including ‘Break 75,’ ’10 Shot Challenge,’ ‘5 Man Scramble,’ and ‘2 vs. 2 matches’ featuring LIV players at every event that season. Additionally, the Saudi-backed league launched a new initiative with Shiels aimed at encouraging children aged 3 to 5 to play golf, committing $50,000 per year to support this effort. Beyond this deal, Shiels has a strong portfolio, having previously collaborated with notable golfers like Rickie Fowler, Tommy Fleetwood, Ian Poulter, and Bryson DeChambeau. He will also serve as the league’s ambassador in this new role.

The PGA Tour appears to understand the evolving landscape as well. It has formed a council that includes prominent figures like Paige Spiranac, Bob Does Sports, and No Laying Up to promote collaboration in the Tours digital media efforts. Since April of last year, the Tour has hosted qualifying events for talented YouTube golfers. One of them is the Creator Classic, which took place this year at TPC Sawgrass. The inaugural Creator Classic last fall at East Lake Golf Club garnered over 2.7 million views on YouTube and became the platform’s No. 2 trending video, engaging nearly 60 million golf fans across social media over a four-week period. And the PGA Tour seems aware that they have cracked the code. This year, we will see two more Creative Classic events, including one for the Truist Championship and one ahead of the 2025 Tour Championship.

So, like it or hate it, YouTube golf content creators are here to stay.