I think people are vastly underestimating the situation. The guy isn't a narcissist as some have claimed. He is a golfer and a businessman. Not just a businessman, a very successful one at that, I'm guessing the guy is earning in excess of $5 million a year. The guy is a big enough name to be snagging videos with Tiger and Rory doing the kinds of things he is doing now. People will argue that the PGA is doing him a favour but let's be realistic here, Grant isn't winning a PGA event any time in the near future so what is in it for him? He’s probably going to go out and miss a cut, so what is the PGA offering him other than an opportunity to experience something most people dream about. At this point he’s playing the duels with Rahm, Bryson and Phil so I'm guessing playing with some of the best isn't as big a deal as it once was.
So, I think he's right to ask for exclusions. He isn't going to post a video live which is when the prime viewership is being experienced for the PGA. It’s going to get cut and edited for days before it gets posted, but what it will do is change the landscape of media rights the next time they get negotiated, so allowances are made for YouTube golfers. He may not get what he wants now, but he will get it in future.
A lot of people will say the PGA doesn't need youtubers, but the next generation of golfers don't watch PGA events. At my course, there is a generation of golfers who haven't watched a televised PGA event ever, but they watch heaps of youtube golf. It’s sad, but the younger generation are different to us. Television rights only mean something if people are watching and the numbers are reducing.
Specific Examples:
The final round of the PGA Houston Open was down significantly from previous years, including a 34% drop from 2015.
The 2025 PGA Championship first round average viewership dropped under 1 million, after years of being above that mark.
Round 3 of the 2025 PGA Championship was down 12% from 2024, and the first two rounds also saw decreases.
Grant Horvat is currently get 15-16 million views a month. Let that sink in. The problem with the way we look at golf is that we look at who is best, and we think that's entertainment. The next generation want their golf to be entertaining, friendly banter between golfers, and the likes of Wyndham Clark isn't making the PGA any easier to watch.