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Research and Impact

First-of-its-kind study reveals rise of athlete-owned media

October 9, 2025
Communication and Marketing Staff
Updated October 9, 2025 8:49 a.m.

Athlete-owned media is more than a trend; it’s an economic and cultural shift. By creating content and owning their own platforms, athletes are deciding which stories get told, expanding representation and bringing fans closer than ever. Owning the Narrative, a first-of-its-kind report from USC Annenberg’s Norman Lear Center, maps how this rapidly growing industry is redefining sports media and influence.

Athletes have moved beyond their traditional roles as analysts and commentators to become creators, owners and distributors — disrupting a broadcast media establishment that had long dictated the terms and scope of sports coverage. Today, they are carving out their own pathways, delivering content directly to fans, and building powerful new revenue streams.

Athletes are also experimenting with fresh formats and emerging platforms. From Peyton and Eli Manning’s pioneering ManningCast to soccer star Midge Purce launching a reality show on X, to Giannis Antetokounmpo’s biographical films and Chris Paul’s short-form projects, athlete-driven ventures are diversifying the sports media ecosystem and revolutionizing the fan experience.

Key findings from Owning the Narrative

  • A multi-billion-dollar industry: Athlete-owned media occupies a significant and growing share of the marketplace. Researchers identified 33 athlete-owned production companies producing more than 370 media properties. LeBron James and Maverick Carter’s SpringHill Company is valued at $725 million, while Peyton Manning’s Omaha Productions is valued at $400 million.
     
  • Monetizing new platforms: Athlete-owned podcasts are thriving, collectively amassing more than 7 billion views on YouTube, 725 million likes on TikTok, and 37 million Instagram followers. Jason and Travis Kelce’s New Heights secured a $100 million deal with Amazon’s Wondery, while Pat McAfee licensed The Pat McAfee Show to ESPN for $85 million.
     
  • Ownership equals empowerment: Content ownership allows athletes to dictate how their stories are told, preserve authenticity and create long-term value.
     
  • Untapped potential for women athletes: Despite the surge in women’s sports popularity, only 22% of the top athlete-owned podcasts analyzed featured any women as hosts or guests. The report highlights significant opportunities for growth and equity.
     
  • Beyond the game: Athlete-owned media often extends into personal and cultural storytelling, tackling topics like family, identity and mental health. These platforms allow athletes to share perspectives rarely seen in traditional coverage.

“Athlete-owned media isn’t just driving billions in value with a new business model — it’s rebalancing power and reshaping culture,” said USC Annenberg Dean Willow Bay, co-principal investigator on this research. “When athletes take ownership of their stories, they establish real connections with their fans, open space for new voices, and challenge the dominance of legacy media. Understanding this shift is critical as we witness the growth of the sports media industry and the reshaping of sports storytelling in real time."

Behind the findings

To develop Owning the Narrative, researchers at USC Annenberg’s Norman Lear Center combined multiple approaches:

  • Historical review of athlete-owned media to identify the trailblazers who shaped today’s landscape.
     
  • Comprehensive analysis of more than 370 athlete-owned media properties, drawing from secondary sources such as news outlets, industry publications, IMDb Pro, social platforms, and traditional media. Researchers gathered data on reach, financial performance and coverage.
     
  • Content analysis of the 45 most watched athlete-owned video podcasts, examining host and guest demographics, range of topics, and style, including the informal, genuine tone that distinguishes this content.
     
  • In-depth interviews with academics, journalists, media executives and athlete-creators, offering firsthand insights into trends, opportunities and challenges across the athlete-owned media industry.

This mixed-method approach provides both a broad industry overview and a deeper understanding of how athlete-owned media is redefining storytelling, ownership and cultural influence.

Owning the Narrative is the first original research released through our USC Next Level Sports initiative. With real-world collaborations, cross-disciplinary research and future-facing curricula, the partnership between USC Annenberg and USC Marshall School of Business will establish USC as the premier academic hub for the sports industry.