The Golf Paradox: Rising Participation, Declining TV Viewership

In recent years, golf has seen a remarkable increase in participation, while television audiences for major tournaments have shown a downward trend. This phenomenon raises questions about changing fan habits and the evolving dynamics of the sport. This article explores the reasons behind this paradox and its implications for the golf industry.

Rising Golf Participation

According to the National Golf Foundation (NGF), in 2024, 28.1 million Americans played golf on a course, the highest number since 2008. Additionally, 19.1 million participated exclusively in off-course golf activities, such as simulators and entertainment venues like Topgolf. This growth has been driven by the sport’s accessibility and its appeal to younger generations.

Declining TV Viewership

Despite increased participation, TV audiences for tournaments like the Masters have declined. By May 2025, streaming accounted for 44.8% of total golf viewership, surpassing traditional cable and broadcast television for the first time. This reflects a broader trend of sports content consumption shifting toward digital platforms.

Factors Behind the Paradox

1. Changing Consumption Habits

Younger generations prefer consuming sports on mobile devices and on-demand, which has contributed to declining traditional TV viewership. Nielsen reported a 15% increase in streaming usage in April 2025, while cable TV viewership dropped 16%.

2. Audience Fragmentation

The emergence of new golf leagues and tournaments has diversified the offering, spreading viewers across more events and platforms. This has diluted the numbers for traditional broadcasts.

3. Accessibility and Cost

The cost of sports channel subscriptions and the availability of free online content have led many fans to consume golf digitally rather than via cable TV.

Implications for the Golf Industry

The golf industry must adapt to these changes to remain relevant. This includes investing in digital platforms, creating engaging social media content, and collaborating with influencers to reach younger audiences.

Golf FAQs: Rising Participation, Declining TV Viewership

How many Americans play golf today?

According to the National Golf Foundation (NGF), in 2024 there were 28.1 million on-course golfers in the United States the highest number since 2008. In addition, millions more participate in off-course golf activities like driving ranges, simulators, and entertainment venues such as Topgolf, which has fueled overall growth in golf participation.

How are Topgolf and golf simulators driving participation?

Topgolf venues and indoor golf simulators have become a major entry point for casual players. In 2023, over 18 million Americans engaged in off-course golf exclusively. These experiences make golf more accessible, affordable, and fun for younger generations, encouraging new fans to eventually transition into traditional on-course play.

How many golf fans are watching on streaming platforms vs. traditional TV?

While golf-specific numbers vary by tournament, Nielsen reported in May 2025 that streaming accounted for 44.8% of total TV usage, surpassing both broadcast and cable combined. This confirms a shift in sports consumption toward digital platforms. Golf fans, especially those under 35, increasingly prefer to watch the PGA Tour, LIV Golf, and highlights through streaming services and mobile apps rather than cable TV.

Why is golf TV viewership declining?

Golf TV ratings are down due to three main factors:

Changing viewing habits: younger audiences consume sports via highlights, mobile apps, and on-demand platforms.

Audience fragmentation: with new golf leagues, more events, and multiple streaming services, viewership is spread thin.

Rising costs: traditional cable sports packages are expensive, while streaming golf content is often cheaper or free.

What challenges does the golf industry face with shifting audiences?

The golf industry must adapt to new media consumption by:

Producing short-form golf content for social media.

Enhancing live streaming for PGA Tour events and global audiences.

Creating fan engagement opportunities through influencers and interactive apps.

Demonstrating ROI for sponsors in an era when linear TV ratings are no longer the only metric of success.

How is golf participation growing among women and juniors?

Diversity in golf is rising fast:

In 2024, 28% of U.S. on-course golfers were women, the highest share ever recorded.

Junior golf participation hit 3.7 million players, the largest since 2006.

Nearly 7 million golfers from minority backgrounds (Black, Asian, Hispanic) played on-course in 2024, making the sport more inclusive and representative of America’s population.

Has golf TV viewership shown signs of recovery in 2025?

Yes. Despite long-term declines, certain tournaments show growth:

In early 2025, the PGA Tour saw a 15% year-over-year increase in average weekend TV ratings.

Coverage on NBC and Peacock averaged 2.2 million viewers across six consecutive weekends – signaling a modest rebound for major events.

How do PGA Tour ratings compare to LIV Golf ratings?

The gap remains significant:

PGA Tour broadcasts on CBS and NBC attract around 3.1 million Sunday viewers.

LIV Golf broadcasts on FOX/FS1 average about 175,000 viewers when head-to-head with PGA Tour events.
However, LIV Golf’s digital-first strategy appeals to younger audiences and international fans, which could shift dynamics in the long term.

How are younger generations consuming golf content differently?

Millennials and Gen Z golf fans favor:

Streaming golf tournaments on mobile devices.

Short-form highlights on TikTok, Instagram, and YouTube instead of full broadcasts.

Alternative golf formats like Topgolf and TGL (Tech-Infused Golf League) that blend entertainment with competition.
This shift explains why golf participation is growing even while traditional TV ratings decline.

What are the implications for golf brands and sponsors?

The golf paradox creates both risks and opportunities:

Brands can no longer rely solely on TV sponsorships; they must invest in streaming platforms, golf influencers, and social media campaigns.

Sponsors must measure success across digital impressions, fan engagement, and brand visibility beyond Nielsen ratings.

Companies aligned with diversity, sustainability, and innovation in golf are more likely to resonate with the next generation of golf fans.

Conclusion

The paradox of rising golf participation alongside declining TV viewership reflects a fundamental shift in how fans consume sports. Adapting to new technologies and platforms will be key to the future of golf, both as a sport and as an industry.