Banijay and YouTube Launch Entertainment Creators Lab in France

On October 15th, 2025, the annual Mipcom television market in Cannes turned its spotlight on the booming creator economy. In a packed session, leading digital creators and media executives discussed the evolving models powering this dynamic industry.

The highlight of the event was the announcement of a new partnership between global content producer Banijay and YouTube. The two companies are launching an Entertainment Creators Lab in France, where top YouTubers will be given the opportunity to reinvent flagship entertainment formats.

One of the creators involved is Nella Rose, a hugely popular YouTuber and presenter with over 4 million followers across social media. Rose will be developing a new show called "The Nella Rose Show" with After Party Studios, which will then be pitched to potential broadcasting and streaming partners.

The creator economy is now widely recognized as "shaping the future of entertainment," with more and more collaborations between digital talent and traditional media. This was exemplified by BBC Studios' recent deal with YouTube, as well as the success stories shared by companies like After Party Studios and Dhar Mann Studios.

As the industry continues to evolve, the key is finding the right balance between creative freedom and commercial viability. Creators like Nella Rose have emphasized the greater creative control they enjoy in the digital space compared to traditional television. The new Entertainment Creators Lab aims to bridge this gap, empowering YouTubers to reinvent popular formats for a wider audience.