While there are notable differences between conventional TV shows and digital-only productions, many digital series are drawing substantial audiences. One such show is Gil’s Arena, from media and gaming company Underdog. Recently, they made headlines by announcing multi-year contract extensions for their entire cast and asserting their aim to surpass First Take in viewers per episode by the end of 2025.
Launched in February 2023, Gil’s Arena fits Underdog’s strategy of collaborating with well-known athletes like Steve Smith Sr. and Rashad McCants. VP of content Tim Livingston mentioned, “We believe there’s a big opportunity giving athletes with really interesting POVs a platform where they can be their authentic selves and not have to deal with the barriers and bureaucracy of traditional media.” The show, airing Monday to Thursday on the Gil’s Arena YouTube channel at 2:30 p.m. ET, has successfully provided such a platform. The insightful takes from Arenas and his extensive cast—including host and executive producer Josiah Johnson and former players McCants, Nick Young, Kenyon Martin, Sheryl Swoopes, Brandon Jennings, and Lexie Brown—have frequently generated buzz, resulting in a loyal audience.
Now, Underdog is not only committed to its cast but has also expressed that Gil’s Arena will eclipse First Take in regular viewers by the end of this year. According to an Underdog release:
Gil’s Arena is the largest digital basketball show in the U.S. and the fifth-largest daily sports show in the country, measuring viewers across all platforms.
“Underdog built us a platform and more importantly created a real partnership to share our unfiltered takes with fans. We’re building a one-of-a-kind basketball network here, and this is just the beginning – we have big plans for the future,” said Gil’s Arena host, Gilbert Arenas.
Gil’s Arena has become the fifth-largest daily sports show in the United States across all platforms, garnering more than 500 million views on YouTube, tens of millions of audio downloads, and billions of impressions on social media. Currently averaging 275,000 viewers per episode, Gil’s Arena aims to pass ESPN’s First Take (496,000 viewers per episode on linear TV) by the end of 2025.
“This partnership is at the center of our media network expansion and proof of concept for our belief in bringing fans unvarnished and incredibly deep sports content. Working with Gil and his team has been incredible, and we are going to continue to elevate our sports content and build the best sports entertainment experience for our customers,” said Liz Marro, Chief Marketing Officer of Underdog.
However, comparing linear television ratings to digital numbers remains complex, with different methods of measurement. Each has its nuances regarding the time frame considered (live, same day, live+7, or annually) and how full viewership is defined. If Gil’s Arena successfully matches First Take‘s linear numbers, it will spark debates over the significance of these figures and who truly “won.” The show’s publicly declared objective to outperform one of the largest linear sports shows marks a significant ambition for a digital production. It indicates a shift in the media landscape, where digital shows are aiming not just to compete with linear TV but to surpass it. Gil’s Arena is not alone in this; for example, Adam “Pacman” Jones recently expressed his intention for The Pacman Jones Show to be “the biggest talk show in the world.”
Another critical aspect of Underdog’s strategy is its content approach. Beyond hosting Gil’s Arena, Arenas integrates his selections across the company’s website and app, with co-hosts set to join him under the new agreement. As Tim Livingston elaborated in a prior interview, “Our goal in producing high-quality original content is to build an audience that we can organically introduce to our games.” This strategy underscores the reasoning behind their investment in multi-year contracts for the entire cast.
Livingston remarked in Underdog’s release that “The success is a testament to the hard work of Gilbert, Josiah, and the entire cast and crew. We’re grateful for the last two years and excited for the next ten.” Clearly, Gil’s Arena is a long-term commitment for the company. It remains to be seen how successfully it can challenge traditional shows like First Take in terms of viewership.
