The television and media landscape is undergoing a profound shift. Where traditional broadcasters and studios once exclusively dominated, now content creators, originating from platforms like YouTube, TikTok and Instagram, are emerging as some of the most powerful forces in entertainment. Their profound influence is being recognised across the UK, highlighted by the recent launch of an all-party parliamentary group (APPG) to represent UK creators and influencers. These online platforms enable creators to cultivate direct relationships with audiences and bypass traditional gatekeepers, retaining complete control over their content.
The Covid-19 pandemic in 2020 accelerated the global digital transformation, leading to a surge in online content creation. With audiences spending more time online and in isolation, many individuals who faced job losses during the pandemic turned to content creation as a source of income. Simultaneously, established creators were forced to adapt their practices by developing a more innovative, dynamic and home-grown approach to producing content, now that access to traditional studios, large production teams, and elaborate sets was closed off to them.
However, it has now become clear that this was not merely a trend during the pandemic. Rather, this new medium has endured and significantly grown since 2020, as evidenced by a recent impact report by Oxford Economics which revealed that YouTube content creators contributed £2.2bn to the UK economy in 2024 and supported 45,000 jobs. The speed and ease of producing social media content, in contrast to traditional linear television series for example, enables influencers and content creators to publish daily content. This, in turn, helps them maintain their cultural and social relevance, audience engagement, and visibility on the constantly changing and elusive algorithm.
The resulting content is concise, impactful, and high-quality; catering to modern preferences (particularly among Gen-Z viewers) for short, easily digestible, and more personal viewing experiences with real-time audience engagement. Digital platforms democratise content by breaking down barriers, enabling direct interaction between creators and audiences rather than the traditional one-way broadcast model, and reaching a global viewership.
As content creators continue to build their vast platforms and fanbases, traditional broadcasters are recognising the value of collaborating with these influencers and engaging them directly to produce, host, or star in more conventional TV and media formats. Content creators bring fresh, dynamic new voices and concepts and large (typically young) viewership. Paired with the resources, studios, personnel, equipment and budgets of streamers or other platforms, the result is exciting new content that appeals to a new audience – many of whom may not typically engage with traditional media.
Examples include:
As content creators become ever-more prominent in the TV world, their business operations also become more sophisticated and complex. Content creators are:
Meanwhile, independent production companies are also wanting in on the action. We’re seeing a real uptick in interest from traditional production companies in creator-driven business, from traditional players making investments in new YouTube channels to pairing up with content creators to access brands to fund shows and have been advising production companies on how to structure such deals with content creators.
As with any industry disruptor, as content creators, indies and broadcasters lean into the opportunities presented by the new TV landscape, so too do the legal complexities grow. Some of the legal issues being grappled with are:
The dominance of content creators in the modern entertainment landscape is undoubtedly here to stay. However, this doesn’t spell the end for traditional film and TV. By adapting to these shifts and seeking opportunities to collaborate with creators, traditional production companies and broadcasters can capitalise on the success of content creator-driven media. In fact, aligning themselves with the burgeoning ‘creator economy’ could not only help them stay relevant but also enhance their profitability.
Conversely, content creators aiming to maintain their loyal and dedicated audiences might find value in partnering with established industry players. Such collaborations help creators broaden their reach and also reinforce trust with their audience.
For more information or for advice on any of the above topics, please reach out to managing associate Clare McGarry.
Clare advises on a broad range of commercial and IP matters across the film, TV and theatre industries, including the development, production, financing and distribution of film, TV and theatre projects and the acquisition, protection and exploitation of rights/IP and content.
Clare works with clients of all sizes and types within the film, TV and theatre sectors, from individual producers, talent and small independent production companies, to major SVODs, high profile production companies, studios, and content financiers. Clare also specialises in advising rightsholders who wish to protect and exploit their IP and rights. Clare works across all genres of film and television, including scripted, unscripted and animation, as well as newer areas such as digital exploitation, branded content and the convergence between traditional TV and content creators.
Clare is described in listed as a ‘Key Lawyer’ and described as ‘a key contact for independent producers and rights holders’ and ‘a pleasure to work with. Fantastic attention to detail and very responsive to client requests. Runs matters efficiently and inspires confidence in her clients’. Clare has also been ranked as a ‘Rising Star’.
Clare presents at numerous industry events, including BAFTA Elevate and Indielab and regularly runs legal sessions for Pact members.