⛳ Golf's Cultural Shift with Gen Z & Creators

Golf isn’t just your dad’s Saturday hobby anymore. As The Open Championship kicked off last weekend, younger fans are skipping traditional broadcasts. They’re heading to YouTube, podcasts, and creators who bring energy over traditional.

After surveying over 50,000 fans, the PGA Tour discovered that Gen Z wants personality-driven content and they want it on platforms they actually use. That led to a new project, Truth or Putt, where pros like Max Homa attempt trick shots and share awkward moments on YouTube and TikTok with social media titan Druski.

There’s real money in this for creators. Good Good Golf raised $45 million by mixing real skill with unpredictability. Fore Play on Barstool channels the casual, beer-in-hand hangout vibe. No Laying Up offers insider access to some of golf’s most elite courses. This new shift in entertainment is driving the next generation of golf fans.

^{For the full article from Natalie Jarvey at The Ankler, click here.}

📺 YouTube Joins the TV Elite

Did you know the television used to be called the "idiot box"? Anyway, YouTube is heading to the world’s biggest TV trade fair. At this year’s MIPCOM in Cannes, the platform will take center stage with a keynote, a branded space, and a slate of workshops connecting digital creators and traditional media.

Now accounting for nearly 13% of all U.S. TV viewing, YouTube is beating even Netflix. The industry is catching up, and YouTube is securing global partnerships across broadcast, streaming, and branded content.

What This Means for Digital Creators

• Traditional TV is no longer gatekeeping big media opportunities.

• Global media companies are actively pursuing creator-led partnerships, sponsorships, and IP deals.

• Co-production hubs like the rebranded MIP Creative Hub are opening the door to long-form series, documentaries, and specials.

With YouTube claiming space at the industry’s biggest event, the line between TV and creator content is disappearing as creators are no longer waiting on Hollywood to call.

^{For the full article from Scott Roxborough at The Hollywood Reporter, click here.}

💎 The Rise of Creator Ownership

Creators are asking harder questions, the kind that sound more like founders than influencers. Who owns my audience? Who controls my data? What happens if the platform disappears tomorrow?

The old answer was simple: that’s just the trade-off. But platforms like Substack let you keep your IP, subscribers, and distribution. Own goes further with no algorithms, no hidden rules, and complete control.

What Are Creators Saying?

1. “If I don’t own it, I can’t grow it.”

2. “Viral reach means nothing if I can’t access my own fans.”

3. “Data is power. Why am I locked out of mine?”

Substack, Own, Patreon, and OnlyFans are winning because they hand creators the keys to owning their content. Legacy platforms still act like landlords, charging rent for reach and making the rules. The model is cracking.

^{For the full article from Edward Ogunrinde at The Drum, click here.}

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👋 Happy Networking!

~ Brian F.

Content We Referenced Today

1. Golf’s Big Swing: YouTube, Gen Z & Creators Over Country Clubs - The Ankler

2. YouTube Heading to MIPCOM as TV Market Embraces Creator Economy - The Hollywood Reporter

3. What do creators really want? Ownership - The Drum