The UK’s YouTubers, TikTok creators and Instagram influencers have been surveyed on mass for the first time ever, and are demanding formal recognition from the government.
The creator economy in the UK is thought to employ around 45,000 people and contribute over £2bn to the country in one year alone, according to the new research by YouTube and Public First.
But, despite all that value, its workers say they feel underappreciated by the authorities.
Image: Max Klyemenko, famous for his Career Ladder videos, wants the government to take creators like himself more seriously. Pic: Youtube
“If you look at the viewership, our channel is not too different from a big media company,” said Max Klymenko, a content creator with more than 10 million subscribers and half a billion monthly views on average.
“If you look at the relevancy, especially among young audiences, I will say that we are more relevant. That said, we don’t really get the same treatment,” he told Sky News.
Fifty-six per cent of the more than 10,000 creators surveyed said they do not think UK creators have a “voice in shaping government policies” that affect them.
Only 7% think they get enough support to access finance, while just 17% think there is enough training and skills development here in the UK.
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Nearly half think their value is not recognised by the broader creative industry.
The creative industries minister, Sir Chris Bryant, said the government “firmly recognises the integral role that creators play” in the UK’s creative industries and the fact that they help “to drive billions into the economy” and support more than 45,000 jobs.
“We understand more can be done to help creators reach their full potential, which is why we are backing them through our new Creative Industries Sector Plan,” he said.
Image: Ben Woods said the government needs to “broaden its lens” to include creators
“The UK has got a fantastic history of supporting the creative industries,” said Ben Woods, a creator economy analyst, Midia Research who was not involved in the report.
“Whether you look at the film side, lots of blockbuster films are being shot here, or television, which is making waves on the global stage.
“But perhaps the government needs to broaden that lens a little bit to look at just what’s going on within the creator economy as well, because it is highly valuable, it’s where younger audiences are spending a lot of their time and [the UK is] really good at it.”
According to YouTube, formal recognition would mean creators are factored into official economic impact data reporting, are represented on government creative bodies, and receive creator-specific guidance from HMRC on taxes and finances.
For some, financial guidance and clarity would be invaluable; the ‘creator’ job title seems to cause problems when applying for mortgages or bank loans.
Image: Podcaster David Brown owns a recording studio for creators
“It’s really difficult as a freelancer to get things like mortgages and bank accounts and credit and those types of things,” said podcaster David Brown, who owns a recording studio for creators.
“A lot of people make very good money doing it,” he told Sky News.
“They’re very well supported. They have a lot of cash flow, and they are successful at doing that job. It’s just the way society and banking and everything is set up. It makes it really difficult.”
The creative industries minister said he is committed to appointing a creative freelance champion and increasing support from the British Business Bank in order to “help creators thrive and drive even more growth in the sector”.
The government has already pledged to boost the UK’s creative industries, launching a plan to make the UK the number one destination for creative investment and promising an extra £14bn to the sector by 2035.
These influencers want to make sure they are recognised as part of that.
TalkTalk Group has picked advisers to spearhead a break-up that will lead to the sale of one of Britain’s biggest broadband providers.
Sky News has learnt that PJT Partners, the investment bank, is being lined up to handle a strategic review aimed at assessing the optimal timing for a disposal of TalkTalk’s remaining businesses.
PJT’s appointment is expected to be finalised shortly, City sources said this weekend.
Founded by Sir Charles Dunstone, the entrepreneur who also helped establish The Carphone Warehouse, TalkTalk has 3.2 million residential broadband customers across the UK.
That scale makes it one of the largest broadband suppliers in the country, and means that Ofcom, the telecoms industry regulator, will maintain a close eye on the company’s plans.
The break-up is expected to take some time to complete, and will involve the separate sales of TalkTalk’s consumer operations, and PlatformX, its wholesale and network division.
Within the latter unit, TalkTalk’s ethernet subsidiary could also be sold on a standalone basis, according to insiders.
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TalkTalk, which has been grappling with a heavily indebted balance sheet for some time, secured a significant boost during the summer when it agreed a £120m capital injection.
The bulk of those funds came from Ares Management, an existing lender to and shareholder in the company.
That new funding followed a £1.2bn refinancing completed late last year, but which failed to prevent bondholders pushing for further moves to strengthen its balance sheet.
Over the last year, TalkTalk has slashed hundreds of jobs in an attempt to exert a tighter grip on costs.
It also raised £50m from two disposals in March and June, comprising the sale of non-core customers to Utility Warehouse.
In addition, there was also an in-principle agreement to defer cash interest payments and to capitalise those worth approximately £60m.
The company’s business arm is separately owned by TalkTalk’s shareholders, following a deal struck in 2023.
TalkTalk was taken private from the London Stock Exchange in a £1.1bn deal led by sister companies Toscafund and Penta Capital.
Sir Charles, the group’s executive chairman, is also a shareholder.
The company is now run by chief executive James Smith.
The identity of suitors for TalkTalk’s remaining operations was unclear this weekend, although a number of other telecoms companies are expected to look at the consumer business.
Britain’s altnet sector, which comprises dozens of broadband infrastructure groups, has been struggling financially because of soaring costs and low customer take-up.
On Saturday, a TalkTalk spokesman declined to comment.
One of Britain’s biggest estate agency groups is drawing up plans for an £800m sale amid speculation that Rachel Reeves, the chancellor, is plotting a fresh tax raid on homeowners in her autumn Budget.
Sky News has learnt that LRG, which is owned by the American buyout firm Platinum Equity, is being groomed for an auction that would take place during the coming months.
Bankers at Rothschild have been appointed by Platinum to oversee talks with potential bidders.
Platinum acquired LRG, which owns brands including Acorn, Chancellors and Stirling Ackroyd, in January 2022.
The estate agency group, which handles residential sales and lettings, trades from more than 350 branches and employs approximately 3,500 people.
City sources said this weekend that Platinum believed a valuation for the business of well over £700m was achievable in a sale.
The US-based private equity investor bought LRG – then known as Leaders Romans Group – from Bowmark Capital, a smaller buyout firm.
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Bidders in this auction are also likely to include financial investors.
Some of LRG’s brands have a long history in the UK property industry, with Portico tracing its origins as far back as 1818.
The company, now run by chief executive Michael Cook, manages 73,000 properties and last year handled property sales worth £3.6bn.
Although prospective bidders for LRG have already begun being sounded out, an auction of the group is likely to take several months to conclude.
Industries such as banking, housing and gambling have been gripped by suggestions that the chancellor will target them in an attempt to raise tens of billions of pounds in additional revenue.
Last month, house prices fell unexpectedly – albeit by just 0.1% – amid warnings from economists about the impact of speculation over a tax raid on homeowners.
Reports in the last two months have suggested that Ms Reeves and her officials at the Treasury are considering measures such as an overhaul of stamp duty, a mansion tax and the ending of primary residence relief for properties above a certain value.
Her Budget, which will take place in late November, is still more than two months away, suggesting that meaningful discussions with bidders for businesses such as LRG are unlikely to take place until the impact of new tax measures has been properly digested.
Robert Gardner, chief executive at Nationwide, the UK’s biggest building society, said reform of property taxes was overdue.
“House prices are still high compared to household incomes, making raising a deposit challenging for prospective buyers, especially given the intense cost of living pressures in recent years,” he said earlier this month
Britain’s estate agency market remains relatively fragmented, with groups such as LRG spearheading myriad acquisitions of small players with fewer than a handful of branches.
Among the other larger operators in the market, Dexters – which is chaired by the former J Sainsbury boss Justin King – is also backed by private equity investors in the form of Oakley Capital.
Few estate agents now have their shares publicly traded, with the equity of Foxtons Group, one of London’s most prominent property agents, now worth just £168m.
Government borrowing last month was the highest in five years, official figures show, exacerbating the challenge facing Chancellor Rachel Reeves.
Not since 2020, in the early days of the COVID pandemic with the furlough scheme ongoing, was the August borrowing figure so high, according to data from the Office for National Statistics (ONS).
Tax and national insurance receipts were “noticeably” higher than last year, but those rises were offset by higher spending on public services, benefits and interest payments on debt, the ONS said.
It meant there was an £18bn gap between government spending and income, a figure £5.25bn higher than expected by economists polled by Reuters.
A political headache
Also released on Friday were revisions to the previous months’ data.
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Borrowing in July was more than first thought and revised up to £2.8bn from £1.1bn previously.
For the financial year as a whole, borrowing to June was revised to £65.8bn from £59.9bn.
State borrowing costs have also risen because borrowing has simply become more expensive for the government. Interest payments rose to £8.4bn in August.
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Earlier this month: Why did UK debt just get more expensive?
It compounds the problem for Ms Reeves as she approaches the November budget, and means tax rises could be likely.
Her self-imposed fiscal rules, which she repeatedly said she will stick to, mean she must bring down government debt and balance the budget by 2030.
Ms Reeves will need to find money from somewhere, leading to speculation taxes will increase and spending will be cut.
“Today’s figures suggest the chancellor will need to raise taxes by more than the £20bn we had previously estimated,” said Elliott Jordan-Doak, the senior UK economist at research firm Pantheon Macroeconomics.
“We still expect the chancellor to fill the fiscal hole with a smorgasbord of stealth and sin tax increases, along with some smaller spending cuts.”
Sin taxes are typically applied to tobacco and alcohol. Stealth taxes are ones typically not noticed by taxpayers, such as freezing the tax bands, so wage rises mean people fall into higher brackets.
Increased employers’ national insurance costs and rising wages have meant the tax take was already up.
Responding to the figures, Ms Reeves’s deputy, chief secretary to the Treasury, James Murray, said: “This government has a plan to bring down borrowing because taxpayer money should be spent on the country’s priorities, not on debt interest.
“Our focus is on economic stability, fiscal responsibility, ripping up needless red tape, tearing out waste from our public services, driving forward reforms, and putting more money in working people’s pockets.”