UK YouTubers call for digital and social content to be ‘spoken about more highly’
Creators are being shut out of the “traditional” creative and media landscape in the UK due to “outdated perceptions” over online creators, according to YouTube and its community of creators.
YouTube has outlined some of the key challenges facing its creators in the UK as part of an initiative it has launched to drive greater recognition of the contribution they make to the country’s creator economy.
The sector contributes an estimated £2bn (US$2.6bn) to the wider UK economy and supports 45,000 full time jobs, according to the Google-owned platform.
YouTube creators continue to launch their own media companies and employ teams of writers, editors and production staff, while the UK’s traditional TV business suffers from declining audiences and revenue.
YouTube is hoping the first-of-its-kind initiative will ensure the sector’s voice is heard and amplified within government and the wider industry, with YouTuber Brandon Baum calling out the traditional media world for “giving little recognition” to content that gets hundreds of millions of views.
Baum, who operates Studio B out of London and the YouTube channel Brandon B, said: “It’s so encouraging to see a platform like YouTube launch an initiative like this. Addressing key challenges in this way is a first step to helping empower creators and democratise the industry.
“I would love to see digital and social content spoken about more highly. YouTubers are creating content that gets hundreds of millions of views with little recognition from the traditional media world. By championing these next-generation storytellers, we can unlock a new wave of exceptional creative talent.”
According to YouTube, YouTubers feel they are frozen out of key industry events and awards that are also heavily concentrated in the capital.
Meanwhile, “outdated” perceptions of what a creator is must be addressed if they are going to be able to succeed on a level playing field with other creative professionals, YouTube said.
Other challenges facing YouTube creators in the UK include: a lack of formal education pathways into the creator economy; a lack of available studio space; complex rules around public filming permits; and a lack of recognition of online creators as a distinct professional category preventing support from financial institutions.
YouTube is now gathering feedback and recommendations from its creators across the UK to deliver them directly to government and industry leaders.
The initiative was announced last night at a star-studded event in central London, featuring appearances from YouTube creators Jade Beason and The Sidemen and the latter’s manager Jordan Schwarzenberger.
The consultation will be led by independent consultancy Public First and will see creators share their experiences, highlight challenges and recommend solutions related to training, production barriers and business support.
It will run for several weeks, culminating in a report that will be shared with policy makers next year.
YouTube’s aim is for these findings to ultimately inform a series of recommendations that the platform will share with MPs, the government and industry peers to “advocate for creators across the country and enact real, long-lasting change,” the Google-owned platform said.
It comes after YouTube CEO Neal Mohan unveiled a suite of products and features that highlight the platform’s keenness to be the first thing people see when they switch on their TV at its recent #MadeOnYouTube event.
YouTube channel owners can now organise their content into seasons and episodes, as it would be presented on a SVoD service like Netflix. This comes after YouTube became the first streaming platform ever to exceed 10% of total TV usage, according to US figures reported by Nielsen in July.
YouTube’s managing director in the UK and Ireland, Alison Lomax, said: “Creators are driving a new wave of growth in the creative economy. They’re innovators and entrepreneurs, building businesses and shaping culture. This consultation is a vital part of our ongoing efforts to ensure that this fast-growing sector has a voice in shaping the future of the creative industries.
“It’s encouraging to see that the government has committed to putting the creative industries at the heart of their growth agenda. The time feels right for us to launch this formal initiative, aligning it with the Industrial Strategy’s ambitions for the sector.”
Dame Caroline Dinenage MP, chair of the House of Commons Culture, Media & Sport Select Committee said: “Creators are using YouTube to develop and showcase their talent in ever more impressive and innovative ways. If the UK is to reap the rewards of this creator boom in the form of investment into the country and global soft power being exported out, then Government needs to understand what conditions will best support this germination of talent. That’s why this YouTube creator consultation is so timely, and as Chair of the Culture, Media and Sport Committee I look forward to seeing its findings.”
Caroline Norbury OBE, chief executive at Creative UK, said: “Placing creativity at the heart of the UK government’s forthcoming industrial strategy will drive our nation’s prosperity. Key to this is fostering entrepreneurship, including the cutting-edge creator economy, and removing barriers to inclusive, resilient growth.”
