| Kevin Pietersen’s Newsletter | Issue No. 01 |
Cricket, told the way I see it. Ten minutes inside the game, every other week.
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Why We Built The Switch
Changing the way fans experience cricket.
When we founded The Switch back in November 2025, we weren’t simply launching another YouTube channel — we were responding to a fundamental change in how people consume sport.
The traditional sports media model is no longer the only way fans engage with the games they love. We now live in an attention economy, where audiences choose when, where and how they consume content.
Digital platforms have become the new stadiums, and YouTube has emerged as the epicentre of global fandom.
It’s where supporters spend hours consuming their content, discovering personalities beyond the scoreboard and forming deeper connections with the athletes they admire.
A 13 or 14-year-old isn’t asking to sit through six and a half hours of live coverage. They want great catches, outrageous sixes, wickets flying and the personalities behind the players.
They want to be entertained, educated and inspired. They want stories, not just scorecards. That doesn’t mean there’s no place for traditional broadcasters — live sport will always be the heartbeat of cricket. The challenge is engaging the die-hard supporter, the casual fan and those discovering the game for the first time. Digital content complements broadcast rather than replacing it.
That’s the opportunity we saw.
The Switch was built as a video-first platform designed for the modern sports fan. Rather than simply reporting on cricket, we immerse viewers in it — and believe me, there’s so much to come:
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What has surprised even us is the speed of its growth.
| Nov 2025 | The Switch launches. |
| First 24 hours | 13 million views. |
| Under a year later | 600M+ views · 700K+ subscribers. |
| Today | The fastest-growing athlete-led YouTube channel in the world — outpacing the early growth of Cristiano Ronaldo, Bryson DeChambeau and Erling Haaland. |
13M Views in 24 hours | 600M+ Total views | 700K+ Subscribers |
One of the milestones I’m most proud of has been welcoming Google Gemini as our headline partner. We couldn’t have hoped for a better partner to join us on this journey. Their ambition mirrors ours, and they’ve been exceptional supporters of what we’re building.
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More importantly, we’ve built something that the players themselves trust. This isn’t a platform designed to chase headlines, create controversy or catch people out.
It’s a safe space where the biggest names in cricket — and increasingly stars from beyond the game — can relax, be themselves and showcase their personalities and talents away from the pressures of competition. Through immersive storytelling, we give fans unprecedented access to the people behind the athletes, creating moments they simply won’t see anywhere else.
That’s why so many of the world’s best players continue to come back. To date, we’ve filmed with stars including:
 Teaching Sir Andy Murray the six |  With Jos Buttler in Cape Town |
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Our ambition is simple: to build the world’s number one cricket and entertainment platform — one that celebrates the game, earns the trust of its biggest stars and brings hundreds of millions of fans closer to the sport than ever before.
We’ll continue to expand into:
Most importantly, we want to bring fans closer to the people they admire than ever before.
Because in today’s world, attention is the most valuable currency — and authentic storytelling is what earns it.
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Best Wishes,
Switch
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