How Golf Content On YouTube Has Changed The Game

We take a look at the evolving digital and online habits of golfers, analysing data from our most recent survey which was completed by over 1,200 avid golfers.

The cohort was largely from the UK and made up of male club golfers over the age of 40. 66% of the over 45s stated they were members of golf clubs, compared to just 47% of the under 45s.

Importance of YouTube, Social Media & Digital Platforms For Golfers

(Image Credit: Kevin Diss Photography)

Back in 2014 in an industry wide survey, 62% of golfers stated they used Meta's Facebook with 24% stating they used Twitter. Fast forward a decade later and you may be surprised to learn that the Facebook figure is very similar at around 65%, whereas Twitter has increased to around 30%, although is somewhat higher to 48% for the demographic of under 45 golfers. However, X/Twitter usage for golfers in 2024 falls behind, Meta owned, Instagram with our survey highlighting that 65% of golfers under 45 and 28% over 45 used Instagram.

Whilst it is evident that Facebook is still a vital business tool and Instagram continues to grow in importance for golf courses and golf businesses, the clear #1 platform in terms of golfer usage is YouTube. Over 71% of the over 45s stated they watched golf content on YouTube with the number greatly increasing to 88% for the under 45s.

It will also come as no surprise comparing the data from 10 years ago where back then only 31% stated they had an iPhone. With almost all golfers now owning some sort of smartphone, the more interesting analysis is understanding how golfers use their device when it comes to golf.  In our most recent survey, 91% of golfers under 45 had golf apps installed on their phones with 76% of the over 45s having apps too. Both figures were up considerably from 2017, where 69% of under 40s and 47% of golfers aged 40-60 stated they had golf apps on their phones.

The demographic under 45 were the most active in terms of golf app usage with 51% having 1-3 golf apps installed, 42% having 4-7 golf apps and 6% having more than seven golf apps. The over 45s responded with 76% for 1-3 golf apps, 21% for 4-7 golf apps and just 3% with over seven golf apps installed.

Whether it is social media platforms, apps or online websites and services, golfers are fully reliant on digital platforms when it comes to golf. These channels provide an invaluable marketing tool for all golf businesses and in particular golf courses.

Our research shows that the majority of golfers access golf content online and read golf course reviews with four out of five golfers researching new golf courses before they play, with the younger demographic more likely to conduct this type of research - 82% for under 45s and 80% for the over 45s. 

The importance of YouTube is further highlighted when it comes to finding golf courses to play with 75% of the under 45s and 52% of over the 45s stating they watched golf course content and VLOGS online or via YouTube.

Consumer Purchasing Habits

Finally, data from our 2023 annual end of year survey provides valuable insights into golf consumer purchasing habits and the increasing importance of digital platforms. We asked respondents about what helps make their decision when purchasing golf equipment. The biggest shift comparing 2023 to 2018 was the increased relevance with online reviews and in particular YouTube and video based content.

When Purchasing Golf Equipment How Much Do You Rely on The Following?

Furthermore, 33% of respondents stated that before purchasing a GPS device they had read product reviews online and 30% similarly for the purchase of a new golf trolley.

For additional insights, bespoke data analysis and brand analysis, please email [email protected] to discuss further.

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