Tomlin, 54, launched the channel last week. The first episode, titled "ROOFTOPS, PENTHOUSES, AND URBAN LIVING," walks viewers through a virtual metropolis with high-rise apartments, a speakeasy, an aquarium and a baseball stadium. "I really got obsessed with rooftop penthouses," he said in the video.

He parted ways with the Steelers in January. In Pittsburgh he won a Super Bowl and holds the NFL record for the longest unbroken winning-season streak. His reported 2025 salary was $16 million.

Reaction split fast. Some viewers showed fascination and respect for the project. Critics questioned whether Tomlin spent too much time on a virtual city, and others pointed to the Steelers' trouble beating the Patriots. "He's building worlds, but he ain't making plays for me," said former Steelers running back Le'Veon Bell.

The debate lands on the tricky balance between work and leisure for people in demanding careers. A hobby can become a distraction, but it can also give a much-needed break from professional pressure. Tomlin has company among high-profile names. Warren Buffett watches YouTube, and David Solomon DJs.