How PGA Tour increased YouTube revenue by 107%

PGA TOUR has worked with Brave Bison since 2017 to grow the commercial and audience value of its official YouTube channel.

The challenge is not simply to publish golf content. Major moments involving players such as Tiger Woods are rapidly clipped, uploaded and shared by audiences across YouTube, creating both a rights challenge and a significant monetisation opportunity.

PGA TOUR needed a YouTube content, audience and rights strategy capable of increasing subscribers, views, watch time and revenue while capturing value from user-generated content.

Brave Bison developed an organic YouTube content strategy combining golf expertise, performance data and platform best practice to attract and retain fans.

Alongside official channel publishing, our digital rights management and monetisation strategy focuses on user-generated content. When footage owned by PGA TOUR is uploaded elsewhere on YouTube, eligible videos can be identified, claimed and monetised rather than simply removed.

This allows PGA TOUR to generate incremental advertising revenue from its intellectual property while directing viewers back towards official content. The partnership has increased views by 42% year on year, revenue by 107% and subscribers by 136%.