Latest news with #GrantHorvat
Business Insider
27-05-2025
- Business
- Business Insider
How YouTube is trying to cash in on big events and cultural moments
Hollywood has been courting YouTube's creators as it grows on the TV screen. Netflix, for one, has been beating the drum that it's financially better for creators than YouTube. YouTube doesn't pay creators directly for content or own it, unlike the legacy Hollywood model. Apart from a short-lived experiment in funding its own shows, it's stuck with supporting creators with tools like automatic dubbing, a TV-like interface to promote binge-watching, and features that let creators comment on and react to live events. And, of course, it typically shares 55% of the revenue from ads shown on creators' videos. YouTube execs often tout the $70 billion the company paid to creators, artists, and media companies over three years. YouTube has had limited success attracting blue-chip advertisers who have a bias for TV-like shows, though, something top creators like Sean Evans have complained about. The company's latest advertiser pitch hopes to change that. In the first of what YouTube hopes will be many examples, State Farm owned the recent PGA Championship on ranads on trending videos, takeovers on golf channels from creators like Grant Horvat and Good Good, and an integration into the new LOL Network series "Caddie & the Kid" from Kevin Hart's Hartbeat. "We can take that formula and literally apply it to any major moment on the calendar to ultimately help our clients tap into what we're calling the game on the game around the game phenomena," Brian Albert, managing director of YouTube Media Partnerships and Creative Works, told Business Insider. Hartbeat has made plenty of ad-supported shows for YouTube, but this was the first time YouTube brought an advertiser to the table. State Farm's involvement enabled Hartbeat to greenlight the show and spend more on episode length, travel, and talent, said Janina Lundy, who heads marketing and brand partnerships for Hartbeat. "Caddie & the Kid" follows MLB Hall of Famer Ken Griffey Jr. and comedian and former caddie Michael Collins on their golfing adventures. "It definitely did allow for it to be a bit more premium," Lundy said of State Farm's impact. YouTube wants more TV-like shows YouTube viewing is increasingly happening in the living room, and the platform is trying to keep the growth going. YouTube has been No. 1 in streaming watch time for the past few years, the company said in February, citing Nielsen data. That puts it ahead of Netflix, Disney, and Amazon's Prime Video. YouTube also shared that TV had become the primary device for YouTube viewing in the US, surpassing mobile in watch time. As YouTube becomes a bigger deal on TVs, big brand deals can help the platform improve the production value of its shows without paying upfront costs. YouTube is picking shows for its cultural moments packages that look like traditional TV, where it knows people tune in for those live events. Hartbeat makes shows specifically for YouTube but also makes cinematic entertainment for streamers, for example. Whether advertisers will buy in is an open question. Some are still unconvinced that YouTube content is on par with traditional TV. Two top video ad buyers told BI there are plenty of other places to buy into the cultural conversation, so YouTube's pitch is hardly unique. Advertisers who can afford to buy ads around the actual sports content may be less interested in a creator's spin on it. However, for those with smaller budgets who value YouTube's audience, its pitch could be attractive, one of the buyers said. If YouTube's pitch succeeds with bigger advertisers, it could broaden creators' access to advertisers and revenue. Except for the top level, YouTube creators often don't have direct relationships with blue-chip advertisers. Those who get chosen for "cultural" sponsorships, as YouTube calls them, would also get extra exposure on a dedicated hub to help them get discovered. "Many of our top creators have their own teams that have been trying to source brand partnerships for years. We've been facilitating these connections as well," Albert said. "What's new now is just the fact that we're wrapping it around this cultural moments' calendar."
Business Insider
27-05-2025
- Entertainment
- Business Insider
How YouTube is trying to stay a step ahead of Netflix
As Hollywood warms up to creators, YouTube has been pitching new sponsorship packages that combine creator content with major cultural moments like the Oscars, Black Friday, and the PGA Championship. Hollywood has been courting YouTube's creators as it grows on the TV screen. Netflix, for one, has been beating the drum that it's financially better for creators than YouTube. YouTube doesn't pay creators directly for content or own it, unlike the legacy Hollywood model. Apart from a short-lived experiment in funding its own shows, it's stuck with supporting creators with tools like automatic dubbing, a TV-like interface to promote binge-watching, and features that let creators comment on and react to live events. And, of course, it typically shares 55% of the revenue from ads shown on creators' videos. YouTube execs often tout the $70 billion the company paid to creators, artists, and media companies over three years. YouTube has had limited success attracting blue-chip advertisers who have a bias for TV-like shows, though, something top creators like Sean Evans have complained about. The company's latest advertiser pitch hopes to change that. In the first of what YouTube hopes will be many examples, State Farm owned the recent PGA Championship on YouTube. It ran ads on trending videos, takeovers on golf channels from creators like Grant Horvat and Good Good, and an integration into the new LOL Network series "Caddie & the Kid" from Kevin Hart's Hartbeat. "We can take that formula and literally apply it to any major moment on the calendar to ultimately help our clients tap into what we're calling the game on the game around the game phenomena," Brian Albert, managing director of YouTube Media Partnerships and Creative Works, told Business Insider. Hartbeat has made plenty of ad-supported shows for YouTube, but this was the first time YouTube brought an advertiser to the table. State Farm's involvement enabled Hartbeat to greenlight the show and spend more on episode length, travel, and talent, said Janina Lundy, who heads marketing and brand partnerships for Hartbeat. "Caddie & the Kid" follows MLB Hall of Famer Ken Griffey Jr. and comedian and former caddie Michael Collins on their golfing adventures. "It definitely did allow for it to be a bit more premium," Lundy said of State Farm's impact. YouTube wants more TV-like shows YouTube viewing is increasingly happening in the living room, and the platform is trying to keep the growth going. YouTube has been No. 1 in streaming watch time for the past few years, the company said in February, citing Nielsen data. That puts it ahead of Netflix, Disney, and Amazon's Prime Video. YouTube also shared that TV had become the primary device for YouTube viewing in the US, surpassing mobile in watch time. As YouTube becomes a bigger deal on TVs, big brand deals can help the platform improve the production value of its shows without paying upfront costs. YouTube is picking shows for its cultural moments packages that look like traditional TV, where it knows people tune in for those live events. Hartbeat makes shows specifically for YouTube but also makes cinematic entertainment for streamers, for example. Whether advertisers will buy in is an open question. Some are still unconvinced that YouTube content is on par with traditional TV. Two top video ad buyers told BI there are plenty of other places to buy into the cultural conversation, so YouTube's pitch is hardly unique. Advertisers who can afford to buy ads around the actual sports content may be less interested in a creator's spin on it. However, for those with smaller budgets who value YouTube's audience, its pitch could be attractive, one of the buyers said. If YouTube's pitch succeeds with bigger advertisers, it could broaden creators' access to advertisers and revenue. Except for the top level, YouTube creators often don't have direct relationships with blue-chip advertisers. Those who get chosen for "cultural" sponsorships, as YouTube calls them, would also get extra exposure on a dedicated hub to help them get discovered. "Many of our top creators have their own teams that have been trying to source brand partnerships for years. We've been facilitating these connections as well," Albert said. "What's new now is just the fact that we're wrapping it around this cultural moments' calendar."
USA Today
06-05-2025
- Entertainment
- USA Today
Grant Horvat, Will Lowery, Monday Q headline upcoming BMW Pro-Am golf tournament
Grant Horvat, Will Lowery, Monday Q headline upcoming BMW Pro-Am golf tournament Show Caption Hide Caption BMW Charity Pro Am announces new celebrities and returning golfers BMW Charity Pro Am announces new celebrities and returning golfers The BMW Charity Pro-Am week will begin on June 2 with the golf tournament to be played June 5-6 at the Carolina Country Club in Spartanburg and June 5-8 at the Thornblade Club in Greer. Here are some of the new celebrities in this year's event: Ross Butler, TV and film actor Clint Dempsey, former USA soccer player and Furman hall of famer Grant Horvat, YouTube golf star Hally Leadbetter, social media personality J.R. Smith, former NBA champion Steve Smith Jr., former NFL wide receiver Shawn Thornton, former NHL player Here are some of the returning celebrities: Anthony Anderson, actor and comedian Brian Baumgartner, actor from The Office Danny Brown, captain of Richland County Sheriff's Department Andy Buckley, TV and film actor Brice Butler, former NFL player Larry the Cable Guy, actor and comedian Ryan French, Monday Q founder Marcus Jones, NFL player Brian Katrek, PGA Tour radio host Ryan Leaf, former NFL player OG Lott, social media personality Will Lowery, golf personality Phillip Phillips, American Idol winner Everette Sands, The Citadel running backs coach Connor Shaw, former South Carolina quarterback Roger Steele, TGL master of ceremonies DB Sweeney, film actor David Wells, former MLB pitcher Vince Young, former NFL quarterback Here are some of the other activities planned: May 31 – Dog and Jog ForeK Run/Walk at Thornblade Club, 9 a.m. June 1 – ParTee on Trade food and live music in downtown Greer, 11 a.m. to 3 p.m. June 2 – Ladies Charity Golf Tournament and First Tee Junior Golf Clinic at Thornblade June 3 – Namaste on the Range yoga at Thornblade, 7 p.m. June 4 – First Tee Junior Pro-Am; Veterans Adaptive Golf Clinic at Thornblade, 2 p.m.; Celebrity Red Carpet on Main Street in Greenville, 5:30 p.m. June 5 – Night in the Burg Concert with Cole Swindell at Fifth Third Park in Spartanburg, 5 p.m. Todd Shanesy covers high school athletics for the Greenville News, Spartanburg Herald-Journal and Anderson Independent Mail in the USA TODAY Network. Contact him by email at Follow him on X, formerly called Twitter, at @ToddShanesySHJ.
Newsweek
23-04-2025
- Entertainment
- Newsweek
Phil Mickelson Makes Stunning Equity Decision with Golf Influencer Grant Horvat
Based on facts, either observed and verified firsthand by the reporter, or reported and verified from knowledgeable sources. Newsweek AI is in beta. Translations may contain inaccuracies—please refer to the original content. Phil Mickelson has always been interested in YouTube golf. As a result, he has been spotted praising YouTube golfers like Bryson DeChambeau and Grant Horvat all the time. Take Horvat's 1M YouTube subscribers celebration, for instance, where Lefty joined hands by congratulating the Creator Classic winner in his iconic way—a tweet. Interestingly, when it comes to Phil Mickelson himself, he is no less. The LIV golfer jumped into the trend by releasing his first YouTube video on July 16th last year on his personal YouTube channel and never looked back. The video was done in collaboration with social media star Grant Horvat. His first video generated a total of 1.4 million views—the highest till now. DORAL, FLORIDA - APRIL 03: Captain Phil Mickelson of HyFlyers GC and Grant Horvat are seen during previews for LIV Golf Miami at Trump National Doral Miami on April 03, 2025 in Doral, Florida. (Photo... DORAL, FLORIDA - APRIL 03: Captain Phil Mickelson of HyFlyers GC and Grant Horvat are seen during previews for LIV Golf Miami at Trump National Doral Miami on April 03, 2025 in Doral, Florida. (Photo byMore Getty Images Currently, Lefty has 296K trusted subscribers through just 15 YouTube videos. Indeed, an impressive feat, which positioned Mickelson to make a large decision for his company, For Wellness. In a recent video with Grant Horvat, where he challenged Josh Allen & John Rahm to an 18-hole 2v2 match, Lefty approached the 25-year-old golf influencer. "You have been so kind in introducing me to YouTube space and all of your subscribers and teaching me kind of like what this is all about." "You have been so kind to everybody at For Wellness about using our product and promoting it and so forth. We have been great partners on the course, and I want to be partners off the course. And everybody at For Wellness agrees." "We are giving you equity in For Wellness to be a partner in the company as a thank you for what you have meant to us." Horvat could not control his smile, and his instant reply was, "Phil!" Grant paused and exhaled deeply, saying, "Thank you, oh my gosh." Next? Phil Mickelson just hugged his new partner and expressed, "You are a good, good man, and we really appreciate everything you have done, so thank you." The post was later shared by the Creator Classic Winner himself as he typed out the caption: "I'm speechless! Thank you @forwellness @philmickelson." YouTube Golf only continues to grow. LIV Golf has even begun dabbling in golf for social media consumers with the 'The Duels.' Held the week of LIV Golf Miami, the new event posted massive numbers of viewers across platforms. More Golf: Why Augusta National Kicked Masters Fans Out, Turned 'Into a Bloodbath'
Yahoo
06-04-2025
- Entertainment
- Yahoo
LIV Golf creates The Duels: Miami, mimicing PGA Tour's Creator Classic with top content creators
First, there was the Creator Classic. Now, there's The Duels: Miami. LIV Golf announced Wednesday its own version of the PGA Tour's Creator Classic, which will take place April 5 ahead of LIV Golf Miami. The Duels: Miami will feature six LIV Golf pros teaming with six content creators for a nine-hole scramble. Advertisement The teams are as follows: Sergio Garcia and George Bryan; Bubba Watson andLuke Kwon; Joaquin Niemann and Rick Shiels; Phil Mickelson and Grant Horvat; Dustin Johnson and Wesley Bryan; and Cameron Smith and Fat Perez. Mason Nutt, Andrew Santino, Joey Demare (Joey Cold Cuts), and Robby Berger (Bobby Fairways) will be commentating on the ground. Fans can watch The Duels exclusively on Grant Horvat's YouTube page. 'At LIV Golf, we champion bold, new approaches to the game, and The Duels is a perfect example of how golf continues to evolve and engage fans,' LIV Golf Chief Marketing Officer Adam Harter said in a release. 'We love what the creator community has done for this game and this event is a way to celebrate the creativity and passion that fuels the modern golf community while connecting them with the most exciting elite golfers on the planet.' Participating LIV Golf teams will roll out exclusive extended content across their digital platforms after The Duels: Miami, offering fans an even closer look at the action. Advertisement The Bryan Bros, Grant Horvat and Fat Perez competed in the Creator Classic at TPC Sawgrass, with Horvat taking home the title. Luke Kwon won the first edition of the Creator Classic at the 2024 Tour Championship. Shiels signed with LIV Golf earlier this year and produces content exclusively with the league. Wesley Bryan is a current PGA Tour member, too. This article originally appeared on Golfweek: LIV Golf, The Duels: Miami to bring content creators to Trump Doral
