Not many content creators can say they played a round of golf with PGA Tour player Justin Rose as he “prepared to make his Augusta return, filming and interviewing him as they went” — but Grant Horvat can, according to Tom Cary of the London TELEGRAPH. Horvat uploaded a 1-hour, 22-minute video of their match on Monday afternoon, which had already garnered 1.4 million views as of Friday. Such is the world of YouTube golf, where creators are “revolutionising the way golf content is created and consumed.” YouTube golf has “become a behemoth in recent years,” shifting focus away from traditional linear television coverage to content created by “digital personalities” — usually amateur players, although the pros are increasingly joining in — and which many viewers “find more relatable, particularly younger viewers.” Undoubtedly, there is an “aspirational element to it.” Cary: “These guys are living the life. They get invited to play championship courses that mere mortals cannot play. … They get to play with superstars … they wear cool gear and naturally they have all their own ‘merch.’” And they are “raking it in.” Cary: “Is it good for golf? Purists argue it cheapens the game.” PGA Tour player Rory McIlroy has been “quite snooty about YouTube golf in the past,” but even he has been “forced to fall into line, not least because” the PGA Tour, the DP World Tour and sponsors such as TaylorMade have “realised they must get on board with it” (London TELEGRAPH, 4/8).
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