"The game averaged 18.5 million U.S. viewers, peaking at 21.3 million between 9:30-9:45 p.m. ET. Among adults 18-34, it averaged 4.0 million viewers — the highest non-Christmas streaming number ever for a regular season game."
By shedding the traditional brand tie, MS NOW can finally lean into what it already is, and doesn't have to worry about what effect that might have on it's network counterpart.
"This agreement enables the USGA to further advance our mission to positively impact the game, while providing the most expansive coverage and broadest reach to showcase USGA championships"
"I don’t have a fear that this doesn’t work. My fear is that I will hold on to pieces of that last experience — both good and bad — and that this works in an amazing way, and I’m still not content."