Andy and Jamie Murray’s new YouTube channel, The Set, has aced its launch. A debut episode featuring online creator KSI gave an early indication of audience appetite for athlete-led tennis content, attracting 292,000 views in its first three days.
The digital channel launched last week as a partnership between the former professionals, Prodigy Studios and IMG Tennis. Its first episode, Can We Turn KSI into a Pro Tennis Player?, sees the Murray brothers attempt to coach the YouTuber and entertainer ahead of a challenge staged at Wimbledon.
The Set has been developed as a digital-first tennis platform combining entertainment, analysis and behind-the-scenes access. Planned formats include technical masterclasses, data and performance analysis, player interviews, road-trip content and behind-the-scenes features from the professional game.
The channel also has access to archive footage from ATP Media, the LTA and The All England Lawn Tennis Club, allowing the brothers to revisit significant moments in tennis history and provide analysis and commentary.
The launch reflects a growing trend for athletes to develop direct-to-consumer media businesses through digital platforms. Andy Murray said: “I am a big fan of the YouTube content that sports stars like Bryson DeChambeau and Kevin Pietersen are creating and have thought for a long time that there is space in tennis for something similar.”
Jamie Murray said the channel would continue to develop in response to audience feedback. “Tennis is a global sport with limitless stories. It’s been great working with my brother on the initial content; our goal is to evolve the channel based on what the fans actually want to see. We’ve got big ideas for where this can go.”
