The LIV tv deal (USA only) is interesting, especially as it comes at a time when Youtube golf output is outperforming PGAT events (certain metrics, certainly not like for like). I appreciate LIV need to find a way to generate income etc., but there is an argument that moving to a broadcaster isn't necessarily going to get it done.
As things stand at the start of this year, the PGAT has had a series of events, including an 'elevated' event, with 'stars' like Rahm and Shuffler playing. However, TV (USA) viewership is down by about 20-25%. European Tour events and, for the same events, the PGAT on Sky appear to be attracting shockingly low numbers... between 10k to 15k per day (. Compared to the views being achieved by Rick Shiels and all the Youtubers, there does appear to be a shift in traditional golf consumption. This has also been recognised by manufacturers and how the US based Youtubers are being treated by Callaway and Taylormade. Good Good (even excluding their extensions of GG Labs, GG Extra, Podcast etc. and individual channels (GM Golf etc.)) and Bod Does Sports are generating, on a weekly basis, larger figures. No wonder signed Callaway players are being 'forced' to appear in an increasing number of Golf Youtuber channels.
Sky might well be worried, not that they ever give out 'figures' - they only talk percentages when there has been a percentage increase.... in general Sky Golf achieves around 1m (December) to 3m (April / July) average monthly viewers so the January '23 daily is worringly low (McIlroy might shift that 'needle' a bit tomorrow); the other concern is that on average, viewers are currently only hanging around for 5minutes or so - in general, previously, this tended to be in excess of 30 minutes. Despite what anyone feels about LIV (and they might fail), the traditional method of viewing the traditional golfing output is in a declining situation.... the missing-Tiger Effect. Younger viewers are drawn to the more diverse personalities that Youtube allows. I've never been a fine of Rick Shiels per se, but he has nearly 2.5m subscribers; however, more interestingly, he has on average about 300,000 people watching videos on his channel every day - whether he has released a video or not. Sky had 4,000 people the European Tour last Thursday.
Basically, this is a long winded way of saying, LIV might have been better sticking with Youtube and that all golfing tours have an output dilemma going into 2023, just trying to keep viewers. It will not surprise me at all if the McIlroy / Woods venture (still 12 months away!) includes people like Fat Perez, Garret Clarke, R Shiels, Claire Hogle, etc., within their team make-up.
{Someone asked when McIlroy has ever tarnished his reputation with his views.... I mean, all the time... views on the Ryder Cup (since changed), views on the Olympics (since changed), views on and association with Trump (since changed), views on Nationality (since evolved), views on how to break up with someone, views on dentistry as it relates to whether you complete a round etc. Reputations get tarnished and rebuilt constantly. I still love him, but he is, occasionally, his own worst enemy and certainly not without controversy.}