YouTube content creators team up to champion digital-first talent

YouTube content creators team up to champion digital-first talent YouTube is on the hunt for talent to help boost content creator recognition and representation in TV, film, music, advertising and publishing YouTube content creators are teaming up to champion digital-first talent - in a bid to build stronger links with traditional media. Supported by YouTube UK, UK Creator Voices has been established to advocate for content creator recognition and representation in TV, film, music, advertising and publishing. The cohort brings together prominent creators and industry leaders, including Jordan Schwarzenberger, DamienTalksMoney, Jade Beason, TLDR News, Grace Andrews and Brandon B. Representing millions of highly engaged viewers, they actively shape public discourse, drive cultural trends and inform the lives of many in the UK and around the world. By leveraging their collective reach, the group will advocate for institutional recognition and deeper integration with traditional creative bodies. This push is backed by strong economic momentum. Unveiled today at YouTube Festival, the 2025 Oxford Economics Impact Report reveals that YouTube creators contributed a whopping £2.8billion GDP to the UK economy - a 25% year-on-year increase. In addition to this, YouTube creators also supported more than 60,000 full-time equivalent jobs. The report also revealed that 75% of creators with careers in media and entertainment trace their roots back to the platform, illustrating how digital storytelling enriches the wider talent pipeline. Despite this impact, a clear institutional gap remains. The formation of UK Creator Voices addresses a key finding from YouTube's 2025 Creator Consultation, which revealed 43% of digital creators feel their contributions aren't yet recognised by the broader creative sector. Creator Voices aims to give creators an equal seat at the table alongside traditional creative industries, ensuring their perspectives and expertise are represented. Scott Guthrie, Director General, Influencer Marketing Trade Body, said: "The UK is home to some of the world's most dynamic creative talent and our digital pioneers are leading the way - many are now running successful next generation media and production houses. "By connecting these brilliant entrepreneurs directly with traditional institutions, Creator Voices marks an exciting step forward in building a more collaborative, world-leading creative economy." Alison Lomax, YouTube UK Managing Director, said: "When we launched the Creator Consultation in 2025, creators clearly highlighted the need for stronger representation across the wider creative industries. "I'm delighted to see this collection of creators step forward to meet that moment. "The UK boasts one of the most dynamic creative ecosystems in the world and digital creators are adding an extraordinary new dimension to that heritage. "While YouTube is proud to support the convening of this independent collective, the vision and voice belong entirely to them. "Connecting digital talent with established creative leaders will unlock significant economic growth, foster fresh storytelling and showcase the best of modern British culture on a global stage." For more information, visit https://services.google.com/fh/files/blogs/creatorconsultationreport.pdf