The UK’s YouTubers, TikTok creators and Instagram influencers have been surveyed en masse 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.
Gregg Wallace has spoken about his sacking from MasterChef after inappropriate behaviour while working for the BBC – but insisted he is “not a groper, a sex pest or a flasher”.
Wallace, 60, has apologised after a report, commissioned by the cooking show’s production company Banijay UK, found 45 out of 83 allegations were substantiated.
In an interview with The Sun, he said: “I know I have said things that offended people… I understand that now – and to anyone I have hurt, I am so sorry.
“I don’t expect anyone to have any sympathy with me but I don’t think I am a wrong ‘un.”
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Torode, who insisted he had “absolutely no recollection” of the alleged incident, has not had his contract for the show renewed.
Wallace has now defended Torode, saying: “I’ve known John for 30 years and he is not a racist.
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“There is no way that man is a racist. No way. And my sympathies go out to John because I don’t want anybody to go through what I’ve been through.”
Image: Gregg Wallace has defended his former MasterChef co-host John Torode (left). File pic: PA
At one point, Wallace became tearful during the interview when describing the impact of the investigation on his family.
“I have seen myself written about in the same sentence as Jimmy Savile and Huw Edwards, paedophiles and sex offenders. That is just so, so horrific.”
In respect to the specific allegation of unwanted touching, Wallace denied groping a woman and said that, while he was attempting to flirt with her, he did believe the contact it was consensual.
“She gave me her phone number. I considered that to be intimacy. It was 15 years ago. Me, drunk, at a party, with my hand on a girl’s bum,” he said.
He also accepted he had briefly appeared with a sock on his private parts in front of four colleagues in MasterChef studio. But he said his is not a flasher, and people were either “amused or bemused” but not distressed.
On the broader allegations about using inappropriate language, Wallace accepted the criticism and suggested that some of his conduct could be explained by his autism and his background.
“I know I am odd. I know I struggle to read people. I know people find me weird. Autism is a… registered disability. Just because you can’t see it doesn’t mean it’s not real.”
He also blamed his former career: “I’m a greengrocer from Peckham. I thrived in Covent Garden’s fruit and veg market. In that environment that is jovial and crude. It is learned behaviour.”
Wallace told the newspaper he is now scared to appear in public: “I go out now in a disguise – a baseball cap and sunglasses, I don’t want people to see me. I’m scared.”
On Wednesday, the BBC confirmed a series of MasterChef filmed last year, before allegations against presenters Gregg Wallace and John Torode were upheld, will still be broadcast.
The company at the centre of a viral video at a Coldplay concert has released a tongue-in-cheek clip on social media – featuring Gwyneth Paltrow as a “temporary spokesperson”.
Astronomer was thrust into the spotlight after two of the tech firm’s senior executives were filmed embracing on a kiss cam during a gig in Boston.
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Tech boss resigns after viral Coldplay concert video
Paltrow, who used to be married to Coldplay frontman Chris Martin, is seen sitting at a desk in the new video uploaded to X – and begins by thanking the public for their interest in Astronomer.
She adds: “I’ve been hired on a very temporary basis to speak on behalf of the 300-plus employees at Astronomer.
“Astronomer has gotten a lot of questions over the last few days – and they wanted me to answer the most common ones.”
A question is then typed out on the screen that reads: “OMG, what the actual…”
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Before the final word appears, the video cuts back to Paltrow, who goes on to promote some of the services Astronomer offers.
In a subtle nod to the countless column inches the company has attracted, Paltrow adds: “We’ve been thrilled so many people have a newfound interest in data workflow automation.”
Another question then pops up on screen, which begins to type out: “How is your social media team holding up?”
But before the sentence fully appears, Paltrow abruptly interrupts by declaring that Astronomer has spaces at an upcoming conference in September.
“We’ll now be returning to what we do best: delivering game-changing results for our customers,” she adds at the end of the video.
The marketing stunt is a sign that Astronomer is trying to put a positive spin on the scandal, which sparked feverish speculation online.
After Mr Byron resigned, the company had said in a statement: “Astronomer is committed to the values and culture that have guided us since our founding.
“Our leaders are expected to set the standard in both conduct and accountability, and recently, that standard was not met.”
Pete DeJoy, who has taken over as interim CEO, admitted on Monday that the company has faced an “unusual and surreal” amount of attention in recent days.
On LinkedIn, he wrote: “While I would never have wished for it to happen like this, Astronomer is now a household name.”
Top Boy actor Micheal Ward has been charged with two counts of rape and is due to appear in court next month.
Ward, 27, has also been charged with two counts of assault by penetration and one count of sexual assault.
The offences relate to one woman and are reported to have taken place in January 2023.
“Our specialist officers continue to support the woman who has come forward – we know investigations of this nature can have a significant impact on those who make reports,” said Detective Superintendent Scott Ware, whose team is leading the Met Police’s investigation.
Image: Ward at the 78th Cannes Film Festival on 15 July during a press call for his upcoming film Eddington. Pic: PA
Ward, of Cheshunt, Hertfordshire, is due to appear at Thames Magistrates’ Court on 28 August, the Crown Prosecution Service said.
Ward said he denies the charges of rape and sexual assault, adding in a statement: “I recognise that proceedings are now ongoing, and I have full faith that they will lead to my name being cleared.”
In a statement, Catherine Baccas, deputy chief crown prosecutor for CPS London South, said: “We remind all concerned that proceedings against the suspect are active and he has a right to a fair trial.
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“It is vital that there should be no reporting, commentary or sharing of information online which could in anyway prejudice these proceedings.”
Image: Michael Ward has been charged with rape and sexual assault. He is pictured in October 2023. Pic: PA
Ward starred in the popular Netflix series Top Boy as Jamie. He also appeared in films like Blue Story, The Old Guard and Empire of Light.
In 2020, the Jamaican-born actor was awarded the Bafta Rising Star honour in 2020.
He was nominated for Best Supporting Actor Bafta in 2021 for his role as Franklyn in the BBC series Small Axe, and 2022 for his performance as Stephen in Empire of Light.
Ward is also in the upcoming American film Eddington alongside Joaquin Phoenix and Pedro Pascal, which is set to be released in the UK next month.
Image: Ward is pictured during the opening night of A View From The Bridge at the Theatre Royal Haymarket in London in June 2024. Pic: PA
He has more than a million followers on Instagram and participated in charity events like the Soccer Aid match at Stamford Bridge last year.
Ward gave a reading at the Christmas Eve carol service hosted by the Princess of Wales in 2023.