Creator culture is no longer a side‑show

Will Pithers, Strategic Partner Manager for Sport, Meta, said the shift is most visible in live sport, where behind‑the‑scenes storytelling now outperforms traditional match coverage. 

“There’s an inversion of the pyramid of value in live sport,” he said. “Historically live was at the top but this has been flipped.” He argued that athletes themselves now hold the power. “The most valuable thing in sport now is the behind‑the‑scenes stuff… you can provide access and intimacy in a way nobody else can.” 

Tim Haubeil, Channel Director, Sidemen said the group had grown from “a bunch of friends making YouTube videos” into a 70‑person production company delivering long‑form shows, live events and Netflix commissions.  

“The more creative freedom we have, the better the performance and conversion,” he said. “Creators know their audience better than anyone.” 

Sami Qasem, Director of Creator and Content Partnerships, Tubi said creators are increasingly functioning like full production companies, pitching original series, running studios and retaining ownership of their IP. 

“They’re becoming producers, directors, writers,” he said. “We step back and let them create for their audience. They retain ownership, which means they put everything into it.” 

Jorrit Eringa, Head of Content Partnerships for Benelux and Nordics, Snap said creators succeed on Snapchat when they lean into raw, unpolished formats and repeatable concepts. 

“Creators with strong concepts — like street interviews — build really engaged communities,” he said. Behind‑the‑scenes content is also strong. “People want to see what creators are up to.” 

For BBC Studios, the creator economy is now central to its digital strategy. Interim VP of Content & Creators Helen O’Donnell oversees more than 150 social accounts across brands including Bluey and Doctor Who.  

“Creators are creatives,” she said. “They’ve built their muscle. They know how to edit, how to engage, how to tell stories. Mutual respect is the key.” 

O’Donnell said BBC Studios increasingly hires creators as staff, noting that many of its most successful social editors began as fans running their own accounts. 

“They know the fandom and know the tone. They know what audiences want.” 

Across the board the power has shifted. As Pithers put it, “The power balance now lies with the individual.”