YouTube Is the Most Valuable Sports Media Network

Younger audiences don’t watch sports the way their parents did. They’re not sitting through full games or waiting for highlights on SportsCenter. They’re watching on YouTube, where athletes and creators are driving something more dynamic than traditional sports coverage ever allowed.

According to YouTube CEO Neal Mohan, sports content on YouTube grew 45% last year and topped 35 billion hours of viewership. Behind that growth is the rise of athlete-driven storytelling, creator-led formats, and fan communities that live far beyond the final score.

The Age Of The Producer Economy

For athletes and creators building IP, YouTube offers access to a massive global audience, creative control, and monetization tools to build entertainment properties without waiting for a green light.

Shot for Netflix, Built for YouTube: Shanked

It looks like it belongs on Netflix, but Shanked, a scripted golf comedy, launched on YouTube. Think The Office meets Caddyshack, set at a fictional country club with a cast of creators who double as writers, characters, and marketers.

The ensemble includes Mitsy Sanderson, Laura Clery, Blake Webber (Aristotle Georgeson), James Lynch, Patrick Farley, and Mikey Smith, alongside guest stars like Malosi Togisala (Big Moe of Good Good Golf) and even AJ McLean of the Backstreet Boys. Together, the cast brings over 70 million followers and a built-in fandom.

The series was produced by London Alley, a production company founded by Luga Podesta. London Alley is one of the few entertainment companies building premium long-form series for YouTube. Vice Media recently acquired London Alley to deepen its platform-native storytelling capabilities and support creators launching new IP.

A Network Mindset, Not Just a YouTube Platform Strategy

Ryan Horrigan, President of London Alley, leads this initiative. A former studio executive who started his career at CAA, Horrigan treats YouTube like a network, not just another social channel. That network mindset shaped casting and production, as well as how Shanked was marketed.

“Selling to a streamer gives you a higher floor,” Horrigan says. “But YouTube gives you a higher ceiling.”

James Lynch, a co-creator and cast member, adds: “We wanted something that works for 22 minutes but also hooks you in 60 seconds. Our show has to live in both worlds.”

“We made this in six months for a fraction of what a streamer would spend,” says Horrigan. “But because we understand YouTube, the fan connection is stronger and more meaningful.”

Olipop: When a Sponsor Becomes a Character

Shanked launched with a sponsor written into the script. Gen Z–favorite soda brand Olipop appears in multiple episodes: in the clubhouse fridge, on the beverage cart, and in a fourth-wall moment where the characters joke about how visible the product is.

“We went way beyond product placement,” says Lynch. “Olipop is baked into the world, the jokes, and the show’s culture.”

A Smarter Play: Building Audience Through Precision Content

Olipop is ahead of the curve. While most brands buy ads, Olipop sees YouTube and creators as a precision engine for audience growth.

Golf has become a valuable entry point for the brand. “I talk to people in golf all the time, and they say all they serve is hot dogs, soda, and beer,” says Steven Vigilante, Director of Strategic Partnerships at Olipop. “Our product fits where the culture is going.”

“We sell soda,” Vigilante adds. “We don’t need to be in front of the 1 percent at the Masters. We need to be in front of the everyday golfer. And YouTube is where they spend time.”

Understanding their audience shapes Olipop’s social programming. “Our Instagram audience is 80 percent Gen Z and millennial women. The Shanked audience is mostly 18 to 44 men,” Vigilante explains. “So we’re not flooding our social channels with golf clips. Olipop has a strategy; we show up in the right places for the right reasons.”

For Ollipop, the value is clear. “I’d rather be in the content people choose to watch than the ad they’re trying to skip,” Vigilante says. “That’s how we’re building the next wave of brand relevance.”

No Trailers Needed: Momentum Comes From Athletes And Creators

“We knew we had to market this differently,” says Mikey Smith, co-creator and cast member of Shanked. “We can’t rely on trailers and tune-in ads. We leaned into thumbnails, creator collabs, TikTok, Reels, and Shorts. That’s how you build momentum.”

The timing for a golf comedy show couldn’t be better. According to the creator intelligence platform Traackr, more than 11,000 creators posted golf content between January and June 2025, a 17% year-over-year increase.

“Golf is more accessible than ever,” says Horrigan. “It’s not your grandfather’s sport anymore. Younger audiences are fans, and across YouTube and TikTok golf content, you can find everything from trick shots and comedy to fashion, fitness, and player stories.”

Shanked is bigger than one show. It’s a blueprint for fast, flexible, creator-led IP built around communities that don’t need cable to become fans.

The Next Chapter: Where Athletes And Creators Turn 1v1 Basketball Into Must-See TV

If Shanked is a sitcom disguised as sports content, The Next Chapter (TNC) flips the equation: non-league basketball reimagined as pay-per-view entertainment.

Founded by creators D’Vontay Friga, Scotty Weaver, and Grayson White, TNC started on YouTube and now distributes content through their own network. TNC’s latest event featured Michael Beasley vs. Lance Stephenson, with Kyrie Irving as guest commentator. Tens of thousands paid to stream it. Over one million visited TNCLeague.com. Instagram views hit 82 million in four days.

Stars and influencers packed the arena: Adin Ross, John Wall, Naz Reid, Andre Drummond, Victor Oladipo. Kevin Durant and Iman Shumpert joined the online conversation. It was a cultural moment.

Wasserman, TNC and the Rise of Sports Built for the YouTube Generation

TNC is built for modern fans: short games, meaningful financial stakes, and every player acts as both athlete and entertainer hyping games, creating content, and driving viewership.

Dan Levitt, SVP at Wasserman, is helping shape the model. “Creator-led sports content is the main event,” he says. “Younger fans follow the personalities. They care about the story and the stakes, not just the score.” A veteran in creator representation, Levitt joined Wasserman after its 2024 acquisition of his agency, Long Haul Management.

“Today’s athletes know they are full-blown media platforms,” Levitt adds. “They have distribution and influence. What they need now are systems to build something durable.”

Owned IP Is the Model. YouTube Is the Engine.

Shanked and The Next Chapter are strong signals that the next generation of sports media won’t live on cable; it’s built for platforms like YouTube.

Creators and athletes are building the future of sports content in real time. They own the audience, shape the story, and control the upside. YouTube gives them the tools to turn attention into revenue and fans into customers. The most innovative brands aren’t just watching. They’re in the game.