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TV's Grip Weakens: Creators Hold All the Cards
4 Nov
Summary
- Creators now hold leverage over broadcasters and streamers.
- Content creators are less interested in TV unless pay is high.
- Traditional broadcasters face challenges from online consumption.
The power dynamic in the media industry has shifted, with content creators now holding significant leverage over traditional broadcasters and streamers. Josh Barnett, CEO of After Party Studios, stated that creators are generally "not that interested" in television unless presented with an "incredible opportunity" or "absolute fortune." This change is driven by the public's migration towards online consumption of media, challenging established broadcasters like the BBC and ITV, which have already faced pressure from global streamers and are now cutting staff and shows.
After Party Studios, founded 10 years ago, exemplifies this disruption by producing content featuring stars like KSI and Max Verstappen that garners millions of views. While creators once sought recognition from television, they now often bypass traditional institutions to reach young viewers directly on platforms like YouTube and TikTok. Even established journalists are moving to creator-led channels. Brands are increasingly acting as commissioners, seeking to connect with audiences, while traditional channels are sometimes perceived as focusing too much on existing business rather than adapting to audience migration.
This evolution allows creators to launch their own projects without needing traditional gatekeepers, thanks to platforms like YouTube and TikTok. Brand-funded shows are successful when they prioritize audience engagement over client demands. The industry is seeing a blend of short-form "clip economy" content and longer-form narratives. After Party Studios aims to create scripted shows for young audiences seeking authentic stories and positive representation, countering the pressures of unattainable online content and the rise of "weaponized AI."
