Industry News

NBC Sports Next’s GolfPass celebrates its fifth anniversary with double-digit year-over-year membership growth and surpassing 100 million total minutes streamed

Co-founded by global golf superstar Rory McIlroy, GolfPass has become the golfer’s digital key to playing more and better golf through membership benefits and video streaming; Recently launching a new GolfPass channel on Roku, GolfPass offers nearly 5,000 golf instructional and entertainment videos

ORLANDO, Fla. (Feb. 1, 2024) – Co-founded by global golf superstar Rory McIlroy as a revolutionary way to consume the sport of golf through technology and digital media, NBC Sports Next’s GolfPass, a membership program offering tee-time benefits and streaming video, will celebrate its 5th anniversary on Sunday, Feb. 4, as an industry success story.

“As excited as we are about the growth we’ve achieved so far, we’re equally proud about the positive impact GolfPass has had on golfers around the world, who are eager to share their stories about this one-of-a-kind membership program,” said Amanda Norvell, Senior Vice President, DTC Services & Portfolio Marketing, NBC Sports Next. “They are playing more golf with the great benefits a membership provides, they’re getting better through top-notch video instruction, and sharing their love of the game through quality time spent with family and friends on the golf course.”

With recreational golf’s popularity at an all-time high – having surpassed 45 million participants in 2023, according to the National Golf Foundation – GolfPass is a must-have for people who love the game. GolfPass launched in 2019 with much fanfare inside and outside of golf, highlighted by a media tour that saw McIlroy promoting the new streaming and tee-time benefit service with the New York press corps and the likes of CNBC and The Tonight Show Starring Jimmy Fallon.

With the mission to help golfers play more and better golf, GolfPass has been the hub for all things golf, providing enthusiasts and athletes with golf instructional and entertainment content and exclusive resources to learn, make informed decisions on purchases, and employ member-only discounts and perks on golf rounds and gear. Members have access to an impressive, on-demand video library that includes nearly 5,000 videos ranging from top-flight golf instruction by world-class teachers to a variety of original entertainment. Also included is access to a GOLF Channel video vault, highlighted by some of the network’s most popular series like Feherty and Big Break. The number of minutes of GolfPass video streamed has increased more than 100 times since launch, totaling nearly 100 million minutes – or more than 69,000 days of binging – streamed across all platforms carrying GolfPass programming.

The upward trajectory of GolfPass has taken it from a stand-alone service to becoming a valuable content platform for millions of golfers that has captured the attention of the industry’s top streaming platforms. Peacock and Samsung added a GolfPass channel to their programming mix in 2022, with Xumo, Amazon Freevee and TCL soon to follow. Roku became the most recent addition in January 2024, with two more distribution platforms expected in the near future.

Other notable GolfPass statistics during its five years of growth include:

  • Expansion to the U.K. and Australia.
  • Double-digit membership growth each year.
  • 115 total series premieres, including 84 originals, representing more than 3,000 episodes and 40,000 minutes of entertainment, with shows like Ask Rory, The Conor Moore Show, Build a Better Game, Home Course Advantage, Better Off With Hally Leadbetter, My Daily Routine, and more.
  • 795 Daily Video Tips (1-2-minute instructional videos) produced for members, which generated 29 million video starts.
  • 2.1 million total golf course ratings and reviews generated.

In addition to its robust video library, GolfPass offers its members valuable discounts and perks, such as tee-time savings on GolfNow and TeeOff, discounts on golf apparel and gear, complimentary access to Peacock, NBCUniversal’s streaming service, a rewards program, and more.

GOLFPASS HELPS GOLFERS PLAY MORE AND BETTER GOLF:  GolfPass offers a vast instructional library featuring more than 4,500 video titles, including Ask Rory, The Golf Fix, with host Devan Bonebrake; Lessons with a Champion Golfer; and Build a Better Game – all hosted by top instructors like Martin Hall, Chris Como and Michael Bannon, as well as golf fitness expert Don Saladino. GolPass also offers a selection of original video content available exclusively as part of a GolfPass membership, including shows like The Conor Moore Show, On Tour/On Course, My Roots, My Daily Routine, and more. Developed in partnership between global golf superstar Rory McIlroy and NBC Sports Next – the innovation and technology division of NBC Sports – GolfPass is designed for today’s golfer and is the only digital golf membership that delivers exclusive content and comprehensive tee-time benefits designed to help every type of golfer – from beginner to expert – play more and better golf. A GolfPass membership is available in North America at, in the U.K. and Republic of Ireland at, and in Australia at The GolfPass membership also is available via connected TV, iOS and Android apps.

About NBC Sports Next 
NBC Sports Next is a subdivision of NBC Sports and home to all NBCUniversal digital applications in sports and technology within Golf and Youth & Recreational Sports. Known for its sports technology product innovation, NBC Sports Next equips more than 30 million players, coaches, athletes, sports administrators and fans in 40 countries with more than 25 sports solution products, including GolfNow, the leading online tee time marketplace and provider of golf course operations technology and services; GolfPass the ultimate golf membership that connects golfers to exclusive content, tee time credits, coaching, tips and other benefits; and SportsEngine, an industry leader in youth sports club, league and team management technology and youth sports editorial content. NBC Sports Next is fueled by its mission to innovate, create larger-than-life events and connect with sports fans through technology to provide the ultimate in immersive experiences.

-NBC Sports Next-

Dan Higgins
NBC Sports Next