Writers Guild Targets YouTube Production Company in Unionization Push

As the media landscape continues to evolve, major Hollywood unions are facing existential questions about their future. In 2025, the Writers Guild of America West and the Motion Picture Editors Guild are making a notable push to unionize Theorist Media, a prominent digital production company behind popular YouTube channels like The Game Theorists and The Food Theorists.

The unions are targeting over 2 dozen Theorist workers who edit, write, and produce content for the company's YouTube channels, as well as those who create thumbnails and handle sound design. This marks the first time either union has sought to organize a company that primarily produces short-form video for platforms like YouTube.

Theorist workers involved in the unionization drive say their efforts could have beneficial implications for the broader creator economy, which has seen previous organizing attempts lose steam. "By unionizing, our goal is to help raise professional standards and bring them in line with the broader entertainment industry," said Theorist graphics worker Nicole Cepeda.

However, Theorist has so far declined to voluntarily recognize the union, so the WGA West and MPEG will need to file a petition with the National Labor Relations Board to represent the workers if the company does not change course. The outcome of this push could have significant ramifications for how traditional Hollywood unions adapt to the rapidly evolving media landscape.