Our interview with Adam Stott: Forever Untied TV

Adam Stott is the creator of Forever United TV, one of the fastest-growing independent Manchester United fan channels on YouTube. Known for his consistent uploads, raw passion, and unfiltered opinions, Adam has quickly cultivated a loyal audience hungry for alternative, fan-led coverage. In this interview, he talks about his journey, the state of the club, and the future of football content creation.
 

Let’s start with your journey. You left The United Stand to start Forever United TV. What convinced you to go at it alone? How difficult was it to make that jump?

Adam Stott: 

Making the decision to leave The United Stand and launch Forever United TV was actually quite straightforward for me. 

I’d reached a point where I felt I had outgrown the role I was in. I had a vision that extended beyond what I was doing at the time. 

I wanted creative freedom, the ability to shape content in my own way, and ultimately to build something that reflected my values and ambitions. 

Of course, any major change comes with its challenges, there’s always some risk when stepping away from an established platform, but I was confident in my ability, my audience, and the direction I wanted to take. That belief made the transition feel more like a natural progression than a gamble.
 

You’ve previously said “TV is dead.” What makes Forever United TV more relevant to today’s football audience?

When I said “TV is dead,” I meant that traditional, overly polished football coverage no longer resonates with today’s fans. 

The modern audience craves authenticity. They want raw, unfiltered opinions from people who genuinely live and breathe the game, not scripted soundbites or bland, boring commentary. 

That’s exactly what Forever United TV delivers. It’s built for the fan who wants real conversations, passionate debate, and honest opinons whether that means praise or criticism. I'm not trying to please everyone, I'm trying to be real. And that’s what makes us relevant in today’s football culture.

You stream almost every day, even off season. What drives that level of consistency, and what does it do for your audience relationship?

My consistency comes down to pure passion, I genuinely love what I do. 

Talking football isn’t a job for me, it’s part of who I am. 

That makes showing up every day, even in the off-season, feel natural rather than like an obligation, but more importantly, it's about the connection with the audience. 

Regular streaming builds trust and familiarity. A lot of viewers see me as part of their daily routine, like catching up with a mate at the pub to talk about the club we all care about. That consistent presence creates a real sense of community, and I think that’s what sets Forever United TV apart. It’s not just a show, it’s a shared experience.

The community around your channel is very vocal. What is your secret to keeping them so engaged? 

The secret is honesty, always. 

I don’t try to be a character or play up to what I think people want. I’m just myself, whether things are going great or falling apart on the pitch. That authenticity builds trust. 

The audience knows they’re getting the real me every time I go live. I also think they stay engaged because they connect not just with the content, but with me as a person. 

They’re not just watching a show, they’re part of a conversation with someone they feel they know. That kind of genuine relationship can’t be faked, and it’s what keeps the community vocal, loyal, and involved.

You’ve grown the channel to over 80,000 subscribers. What’s engagement like behind the scenes, things like retention and viewer interaction?

Engagement behind the scenes is really strong. 

While the live streams pull in a solid, active audience, what’s been especially encouraging is how many viewers come back and watch the content on catch-up. In some cases, the replay numbers actually surpass the live views, which tells me the content has real staying power, it’s not just about the moment, it's about the value people get whenever they tune in. Viewer retention is high because people know they’re getting honest, relevant conversation every time. And in terms of interaction, the comments, DMs, and ongoing dialogue with the audience are constant. It’s not passive viewership, it’s an active, loyal community that stays involved long after the stream ends.

You often react emotionally on stream. How do you maintain authenticity while keeping a level of professionalism?

Like I said above you always need to be you and allow yourself space to be a real fan as well as a presenter. 

I find it comes naturally to me and I know when to tone any emotion down but mostly the audience appreciate me being real and unfiltered.

How do you use analytics and fan feedback to evolve your content?

I always look at the analytics to gauge what my audience likes and I like to look in on comments left. You learn a lot from listening to feedback more than anything. 

The audience tells you what they like without saying anything most of the time and that's just in the numbers.

For brands looking to collaborate: Why Forever United TV? What do you offer that traditional media doesn’t?

What sets Forever United TV apart is the strength of the connection between me and the audience. 

This isn’t background noise; it’s a community that genuinely listens, engages, and trusts the content I put out. 

When I back a brand, it’s because I believe in it, and that authenticity carries real weight. 

The audience knows I don’t promote anything I wouldn’t personally use or support, and that creates a level of credibility traditional media can’t replicate. 

For brands, that means deeper engagement, and ultimately better results. You’re not just buying a promotion, you’re tapping into a relationship that’s been built over years of honest, consistent content.

Can you share an example of a brand partnership that really resonated with your community?

Match Bingo is a brand I’ve been working with for a few months now, and it’s been a natural fit for the channel. 

What makes it work so well is how seamlessly it integrates into the live shows. It’s become part of the experience. 

My audience genuinely gets involved and plays along during the streams, which adds another layer of interaction and fun. 

It turns passive viewing into active participation, and that sense of involvement makes the partnership feel organic. When the audience feels like they’re part of the action, it’s a win for everyone, including the brand.

How do you keep brand deals authentic within the context of your content?

I can only answer that one way. 

By being me, it just comes to me and I just feel it and how to bring up brands in conversation, the audience appreciates the genuine side of things rather than a robotic script.

What’s next for Forever United TV? Are you exploring new formats or platforms?

The main goal this year is to break through the 100,000 subscriber milestone on Forever United TV, that’s a big focus.

At the same time, I’m building momentum with my new channel, Football Talks, which gives me the chance to explore different formats and reach new audiences.

Other social media channels growth is also a key priority. Across TikTok and Instagram, we’ve already passed the 100,000 mark combined, and that presence is only getting stronger.

It’s all about expanding the brand across multiple platforms while staying true to the kind of content the audience connects with.

Where do you see the future of fan-led content going, and where does Forever United TV fit into that picture?

Fan led content will be on TV screens more and FUTV has already been approached to be part of it.

Any final thoughts?

I’m looking forward to what the future brings for the channel and the business as a whole. 

It’s been 18 months since I went it alone and to have just crossed 80k subscribers on the channel and touching 200k combined on all socials is amazing. The best bit is, it’s just the start!

Adam, it has been a pleasure and thank you for giving us a behind-the-scenes look at Forever United TV. If you're a brand or fan interested in the future of independent football media, this is a channel, and a creator, worth watching.