From the outside, it would appear that one of the fastest growing sectors inside golf is YouTube, with the platform playing an increasingly influential role in the future of the sport.
As recently as a decade ago, it appeared that the large majority of golf content on YouTube centred around coaching tips, with the likes of Rick Shiels, Peter Finch, Mark Crossfield and Me and My Golf some of the platform’s most well-known figures.
Of course, the quartet remain key protagonists in the space. But the genre of YouTube golf has changed immeasurably, with coaching tips seemingly making up a much smaller percentage of the content which is posted. Nevertheless, the popularity seems to have grown and grown.
As of November 2024, Shiels is closing in on three million subscribers. Meanwhile, there are a number of creators Stateside who have become household names. And of course, Bryson DeChambeau is now someone who regularly uploads videos on his own channel.
Rick Shiels concerned for the future of YouTube golf
It would appear therefore, that YouTube golf is in a great place. But speaking with Finch on The Rough Cut Golf Podcast, Shiels suggested that he is not optimistic about the direction the genre is moving in.
“I don’t know what Grant [Horvat] said, but I’m worried about YouTube golf. I don’t think it’s in the best place right now. I think there’s way too many creators, it’s become outrageously saturated, and I think it’s good for the viewer,” he said.
“But I think there’s too much choice. I think really, really good videos are getting punished, because unless it’s excellent, it might not get watched.”
“The fear is that it gets a little bit more like Netflix. You go onto Netflix, you sit there for the evening, what am I going to watch? And all of a sudden, if you go on there without an idea of what you want to watch, you’re scrolling for half an hour without watching anything, and then you end up watching something that you watched six years ago that you know is safe,” Finch said.
“I think there’s two things that have happened really. This might not be a popular opinion, but I think Mr Beast has damaged YouTube a little bit,” Shiels added.
“Yeah, he kind of ruined it a little bit. He’s done amazing things for the channel and he’s shown what could be done, but the fundamental aspect of what YouTube is, what it used to be has completely shifted,” said Finch.
Shiels went on to add: “We’ve done this $100,000 skins game this week. In YouTube world, that gets lost. Genuinely, in golf, it’s pretty big, but in YouTube world, and that’s not taking any respect away from the event that we’ve been at this week, it’s unbelievable, but unless it’s a $1 billion. Even a $1 billion, does that shock people?”
Why the future of YouTube golf arguably looks a lot brighter than Shiels expects
It is a really surprising take – though you can understand what he means when he talks about good videos not receiving the love that they perhaps deserve due to how much content is out there.
Perhaps YouTube golf is in a little bother on the path it is currently on. However, there are so many positive signs. The Creator Classic received better numbers than LIV Golf Greenbrier, with several figures in the space playing the back nine at East Lake the day before the start of The Tour Championship.
Meanwhile, Luke Kwon and Taewook Koh – better known as Taco Golf – made starts on the Asian Tour this year, with Kwon comfortably making the cut.
And you really get the feeling that the tour which embraces the impact YouTube golf can have is going to be onto something. Fans were baffled Wesley Bryan’s course record was barely shown at the Butterfield Bermuda Championship last week.
There appears to be so much reason for optimism, despite Shiels’ concerning comments.
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