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.
Sanjeev Gupta, the metals tycoon whose main British business was forced into compulsory liquidation last week, is facing a deepening probe by Australian regulators into his operations in the country.
Sky News has learnt that officials from the Australian Securities & Investment Commission (ASIC) last week served Mr Gupta’s Liberty Steel group with a new demand for information about its activities.
Sources said the regulator had also taken possession of a mobile phone belonging to Mr Gupta as part of the probe.
One insider said that other senior executives at the company may also have had electronic devices confiscated, although the accuracy of this claim could not be verified on Thursday morning.
Both ASIC and a spokesman for Mr Gupta’s GFG conglomerate refused to comment on the suggestion that a search warrant had been produced by the watchdog.
ASIC’s deepening investigation comes a month after it said that three of GFG Alliance’s companies had been ordered by the Supreme Court of New South Wales to lodge outstanding annual reports with it.
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It is the latest headache to hit Mr Gupta, whose companies remain under investigation by the Serious Fraud Office in the UK.
Last week, the Official Receiver took control of Speciality Steels UK following a winding-up petition from creditors led by Greensill Capital, the collapsed finance firm.
Mr Gupta remains intent on buying SSUK back, and has assembled financing from BlackRock, the world’s largest asset manager, Sky News revealed last week.
SSUK employs nearly 1,500 people at steel plants in South Yorkshire, and makes highly engineered steel products for use in sectors such as aerospace, automotive and oil and gas.
“[Gupta Family Group] will now continue to advance its bid for the business in collaboration with prospective debt and equity partners and will present its plan to the official receiver,” Jeffrey Kabel, chief transformation officer, at Liberty Steel, said after SSUK’s collapse.
“GFG continues to believe it has the ideas, management expertise and commitment to lead SSUK into the future and attract major investment.”
“The plan that GFG presented to the court would have secured new investment in the UK steel industry, protecting jobs and establishing a sustainable operational platform under a new governance structure with independent oversight,” Mr Kabel added.
“Instead, liquidation will now impose prolonged uncertainty and significant costs on UK taxpayers for settlements and related expenses, despite the availability of a commercial solution.”
Mr Gupta wants to hand control of SSUK to his family in a bid to alleviate concerns about his influence.
One source close to the situation claimed that the ownership structure devised by Mr Gupta would be independent, ring-fenced from him and have “robust standards of governance”.
Behind Tata Steel and British Steel, SSUK is the third-largest steel producer in the country.
Other parts of Mr Gupta’s empire have been showing signs of financial stress for years.
Mr Gupta is said to have explored whether he could persuade the government to step in and support SSUK using the legislation enacted to take control of British Steel’s operations.
His overtures were dismissed by Whitehall officials.
He had previously sought government aid during the pandemic but that plea was also rejected by ministers.
The world’s most valuable company, and first to be valued at $4trn (£2.9trn), beat market expectations in keenly anticipated financial results.
Microchip maker Nvidia recorded revenues of $46.7bn (£34.6bn) in just three months up to July, latest financial data from the company showed, slightly better than Wall Street observers had expected.
The company’s performance is seen as a bellwether for artificial intelligence (AI) demand, with investors paying close attention to see whether the hype is overblown or if significant investment will pay off.
Originally a creator of gaming graphics hardware, Nvidia’s chips help power AI capability – and the UK’s most powerful supercomputer.
Nvidia’s graphics processors underpin products such as ChatGPT from OpenAI and Gemini from Google.
Other tech giants – Microsoft, Meta and Amazon – make up Nvidia’s biggest customers and are paying large sums to embed AI into their products.
Why does it matter?
Nvidia has been central to the boom in AI development and the surge in tech stock valuations, which has seen stock markets reach record highs.
It represents about 8% of the value of the US S&P 500 stock market index of companies relied on to be stable and profitable.
Strong results will continue to fuel record highs in the market. Conversely, results that fail to live up to the hype could trigger a market tumble.
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Nvidia itself saw its share price rise more than 40% over the past year. Its value impacts anyone with cash in the US stock market, such as pension funds.
The S&P 500 rose 14% over the past year, and the tech-company-heavy NASDAQ gained 21%, largely thanks to Nvidia.
As such, its earnings can move markets as much as major economic or monetary policy announcements, like an interest rate decision.
Image: Sir Keir Starmer with NVIDIA chief Huang at London Tech Week. Pic: AP
What next?
Revenue rises are forecast to continue to rise as Nvidia said it expected a rise to roughly $54bn (£40bn) in the next three months, more than the $53.14bn (£39.3bn) anticipated by analysts.
This excludes any potential shipments to China as export of Nvidia’s H20 chip, designed with the Biden administration’s export crackdown on advanced AI powering chips in mind, had been banned under US national security grounds.
But in recent weeks, Nvidia and another chipmaker, AMD, reached an unprecedented agreement to pay the Trump administration a 15% portion of China sales in return for export licences to send chips to China.
There were no H20 sales at all to China in the second quarter of the year, the period for which results were released on Wednesday evening.
Previously, 13% of Nvidia’s revenue came from China, with nearly 50% coming from the US.
Market reaction
Despite the expectation-beating results, Nvidia shares were down in after-hours trading, as the massive revenue rises previously booked by the company were not repeated in the latest quarter.
Compared to a year ago, revenues rose 56% and 6% compared to the three months up to April.
The absence of Chinese sales in forecasts appeared to disappoint.
Ryanair staff are to get more money for spotting and charging for oversized baggage, the company’s chief executive has said.
Michael O’Leary said he made “absolutely no apology” for catching people who are “scamming the system”.
The reward for intercepting passengers travelling with bags larger than permitted will increase from €1.50 (£1.29) to €2.50 (£2.15) per bag in November, and the monthly €80 (£68.95) payment cap will be scrapped, Mr O’Leary said.
At present, the budget airline allows travellers a free 40cm x 30cm x 20cm bag, which can fit under the seat in front, and charges for further luggage up to 55cm x 40cm x 20cm in size.
Customers face fines of up to £75 for an oversized item if it is brought to the boarding gate.
“I make absolutely no apology for it whatsoever”, Mr O’Leary said.
“I am still mystified by the number of people with rucksacks who still think they’re going to get through the gate and we won’t notice the rucksack”, he added.
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Around 200,000 passengers per year are charged bag fees at airport gates.
“We have more work to do to get rid of them”, Mr O’Leary said.
“We are running a very efficient, very affordable, very low-cost airline, and we’re not letting anybody get in the way.”
The airline does not support a European Union proposal to ensure customers get a free cabin bag, he said.
Air fares
After a 7% fall in air fares for the year to 31 March, Mr O’Leary said he expected ticket prices to go back up this financial year.
“We expect to get most of last year’s 7% decline, but not all,” he told reporters in a news conference.
“We have sold about 70% of our September seats, but we have another 30% to sell, and it’s those last fares, what people pay for all those last-minute bookings through the remainder of September, that will ultimately determine what average airfares are.”