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YouTube urges UK government to recognise content creators as a profession

YouTube is calling on the UK government and creative industries to recognise content creators as a profession as it publishes its report examining the value of the creator economy.

Alison Lomax

YouTube today released its Creator Consultation, compiled by public policy research agency Public First using feedback from almost 10,000 UK creators, having announced the initiative last year to drive greater recognition of the contribution YouTubers make to the UK economy.

This came after YouTubers including Brandon Baum and The Sidemen manager Jordan Schwarzenberger called out the traditional media sector for “giving little recognition” to content that gets hundreds of millions of views.

According to YouTube, the creator industry is worth over £2bn (US$2.7bn) to the UK economy and supports more than 45,000 jobs. But 56% of respondents said they don’t feel they have a voice in shaping government policies that impact their work, while 43% said they don’t think their value is recognised by the broader creative industries.

YouTube claims that a lack of recognition from the government and the wider creative sector is “significantly hampering UK creator growth,” noting that “large gaps in support” have been identified across upskilling and access to capital.

“These insights are why YouTube is urging the government and creative industry to recognise content creators as a profession, given their profound economic and cultural contributions to the UK’s creative industries,” the Google-owned platform said.

As part of the consultation, YouTube, which is led in the UK and Ireland by Alison Lomax, has put together a series of policy proposals designed to complement the government’s Creative Industries Sector Plan.

These include formally appointing a minister for creators, ensuring creators are represented on the Creative Industries Taskforce/Council and developing a new accreditation system for modular training, whereby creators can access short courses that develop business, creative and technical skills using “microcredits” eligible for the Growth and Skills Levy.

Other recommendations include updating HM Revenue and Customs’ Standard Industrial Classification codes with a clear category for ‘creators,’ updating the Business Income Manual to provide more tailored guidance for creative workers and publishing national guidance regarding filming in public. The latter would allow exemptions giving creators the right to film without a permit where they are using small crews and basic equipment.

YouTube is also partnering with the National Film & TV School to launch a creator incubator programme, designed to cultivate technical skills among the next generation of creators.

“This is the first course of its kind in the UK, built specifically for creators, by creators – helping participants learn to scope, plan and build their publication schedule to improve audience engagement and the production quality,” YouTube said.

“The challenge is to empower platforms, policymakers and industry leaders to better support creators and fully realise this dynamic sector’s potential. And with the right professional infrastructure and support, we can drive even more growth for the creative industries.”

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