How Ryder Cup increased YouTube watch time by 1,278%

The Ryder Cup has a rich archive of some of golf’s most memorable moments, creating a major opportunity to engage fans between tournaments as well as during the event itself.

The challenge was to turn that back catalogue and new tournament content into sustained YouTube audience growth without compromising broadcast agreements or partner rights.

Brave Bison needed an always-on YouTube channel strategy that could grow views, watch time, subscribers and revenue while protecting valuable intellectual property.

Brave Bison created two connected content programmes: an in-tournament publishing strategy designed to maximise live event interest and an always-on plan that kept fans engaged between Ryder Cups.

During the tournament, our team edited, optimised and published content in response to audience demand. Between events, archive content created opportunities to maintain viewing momentum and continue growing the channel.

We paired the content strategy with digital rights management and Content ID to protect Ryder Cup footage while identifying opportunities to monetise content across YouTube. The approach increased views by 578% year on year, watch time by 1,278% and subscribers by 185%.