The Business of YouTube

A weekly strategic lens for senior leaders into how YouTube is reshaping the business of technology, sports, music, entertainment, and culture.

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To your favourite newsletter, The Business of YouTube, brought to you by Paola Marinone and Bengü Atamer, founders of BuzzMyVideos and previously at YouTube and Google. We are bringing our exclusive insights from 20 years of experience leading strategy at YouTube and Google.

YouTube’s Centre Court | A Breakdown

Every summer, tennis returns to centre court and Wimbledon takes centre stage on the sporting calendar.

Wimbledon is the oldest Tennis tournament in the world and is widely recognised as the most prestigious. Yet whilst the tournament carries this prestige and heritage, the YouTube strategy adopted by Wimbledon Tennis is anything but old-fashioned. The strategy they’ve adopted reflects the demands of modern day sports fandom.

So how have they done it? And what can other rights-holders learn from their approach?

Let's talk numbers (and it's impressive!)

Before diving into their strategy, here are the headline stats that show how Wimbledon Tennis ranks against other rights-holders.

They’re second only to the Australian Open in subscribers and are outpacing their peers in growth during the key tournament window.

1. Leverage your moment

Wimbledon’s entire YouTube output changes gear when the tournament begins. In just three weeks, they pushed out over 600 videos, across long-form and shorts. That’s not by accident.

This is a tournament that knows when the eyes arrive. And instead of simply letting the tennis do the talking, they meet that attention with volume, speed, and range. Whether it’s match highlights, player interviews, behind-the-scenes moments or crowd reactions, they cover the entire atmosphere of the fortnight and capture the essence of Wimbledon.

But what’s really impressive is the consistency and tempo. It feels like every hour there’s something new to consume, helping casual viewers get hooked and the most passionate fans to relive the experience.

Key takeaway: Every rights-holder has their ‘moment.’ The question is, are you ready for it? Having content prepped and formats designed ahead of time allows you to meet peak interest with a flood of relevant output. Don’t wait until your event starts to turn the cameras on.

2. Create the narrative 🏌️‍♂️

One of the key narratives that took off during this year’s tournament was around Carlos Alcaraz… and golf. A planted narrative.

Before the first serve of the tournament, Wimbledon dropped a fun pre-tournament format which featured Andy Murray and Carlos Alcaraz playing a round of golf together. That bit of lighthearted content gave fans a glimpse into the personalities off the court.

But more than that, it set a narrative in motion. As the tournament progressed, Alcaraz’s golfing cameo was referenced in shorts, interviews, and even commentary. Fans had an off-court storyline that kept them engaged beyond the action on centre court. And that personality was already familiar to them thanks to the pre-tournament content.

Key takeaway: The best sports storytelling doesn’t just happen. It’s crafted. By creating formats that go beyond the game, you plant storylines early and then let the tournament do the rest. When audiences connect with the personalities before the performance, they’re more invested in both.

3. Leverage the stars ✨

Wimbledon always attracts big names. From the Royal Box to the front rows, celebrities are everywhere. And their YouTube strategy smartly weaves the stars into its content.

Rather than just relying on tennis fans, Wimbledon used celebrity appearances as soft entry points. Whether you’re into tennis or not, spotting your favourite actor, musician or athlete in the stands creates an emotional hook.

It gives people a reason to click. And more importantly, it reframes the tournament as a cultural event, not just a sporting one. That association with global stars reinforces prestige and makes the tournament feel relevant beyond its core audience.

Key takeaway: Think about how you can use wider cultural relevance to expand your audience. Whether it’s celebrity, fashion, music or lifestyle, these are all powerful bridges into fandom.

Final Thoughts

Wimbledon’s YouTube Playbook is a masterclass in blending legacy with modernity.

They’ve shown that even the most traditional events can embrace the content habits of today’s fans. From preparing formats that feed the algorithm to crafting personality-driven narratives and leveraging cultural touch points, they’ve built a strategy that feels both premium and platform-native.

For any rights-holder asking how to build a content strategy that scales across formats and demographics, Wimbledon’s 2025 YouTube approach provides a platform to build on.

Nick Meacham, CEO at SportsPro Media, joins Paola to discuss the sports industry and social platforms

This week we are joined by Nick Meacham, who is the CEO at SportsPro Media. SportsPro Media are the premier publisher, advisory and events business helping to drive the digital transformation of global sports. Make sure you check out the episode below to find out Nick’s insights from over 20 years of experience working across sports and media!

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