The UK creator economy contributes over £2 billion to the nation’s GDP and supports more than 45,000 full-time equivalent jobs, according to a new report published by YouTube and Public First. The “Creator Consultation,” which surveyed almost 10,000 UK-based creators, reveals that the sector faces significant structural barriers despite its economic impact.
The research finds that 80% of watch time on content produced by UK-based YouTube channels comes from outside the UK, positioning creators as major cultural exporters.
However, the report highlights that existing entrepreneurship support systems—from finance to skills training—were not designed with creators in mind.
Excluded from Policy and Industry Conversations
A majority of UK creators (56%) believe they lack a voice in shaping government policies that impact their work, while 43% feel their value is not recognized by the broader creative industry.
“Creators form such an important part of our economy, yet we could still do more to give clear pathways for young Creators to develop the skills and resources needed to reach their full potential,” said Amelia Dimoldenberg, a creator quoted in the report.
Brandon Baum, another creator cited in the consultation, noted: “You have these TV shows that are still winning Emmys with maybe half a million streams on them, whereas YouTubers are creating content that gets literally hundreds of millions of views with zero recognition from the traditional world.”
Five Key Areas Identified for Growth
The consultation identifies five critical areas that require improvement to unlock growth in the creator economy:
1. Government Recognition
Only a small percentage of creators feel they have adequate representation at the governmental level. The report recommends that the Department for Culture, Media and Sport formally acknowledge the creator ecosystem under a Minister’s roles and responsibilities, preferably the Minister of State for Creative Industries, Arts and Tourism.
Additional recommendations include creating a dedicated “Creator” category in regular economic estimates publications and appointing an International Creative Industries Champion with a remit for celebrating British creators overseas.
2. Industry Representation
Many creators report feeling like outsiders in the UK’s creative economy, with several describing a “lack of respect” for their work from traditional creative institutions. This isolation cuts creators off from professional networks, funding opportunities, and spaces where creative policy is shaped.
The report suggests building on the foundations laid by the Creative Industries Sector Plan to ensure creators are represented in the Creative Industries Council, and encouraging UK creative and cultural bodies to review their policies to find opportunities for collaboration with creators.
3. Training and Skills
Only 17% of survey respondents believe UK creators receive adequate support for training and skills development. The skills gap encompasses both technical and creative competencies specific to creators, as well as business skills and financial literacy essential for any growing small business.
Dr. Becky Smethurst, a creator, explained: “It took me so long to hire an editor because I didn’t really know how to do it. There’s no Creator-specific advice anywhere on how to put a contract together. There’s no guidance on that whole business and management side of being a Creator.”
Recommendations include developing a new accreditation system for modular training that recognizes short, practical courses, as well as developing business, creative, and technical skills. “Micro-credits” would be eligible for support through the Growth and Skills Levy.
4. Access to Finance
An overwhelming 93% of respondents believe that UK creators lack adequate support, specifically in accessing business loans and capital. Many creators report difficulties opening accounts, securing loans, or applying for grants, while also struggling with financial rules and requirements.
“I don’t really know if I’ve ever worked with a Creator who has managed to get a business loan for their content creation. I know Creators who have taken out personal loans, but that adds another level of pressure,” said creator Jade Beason.
The report recommends updating HMRC’s Standard Industrial Classification (SIC) codes to better cater to the creative industries with a clear category for “Creators,” and updating the Business Income Manual to provide better guidance to creators on tax returns and international tax implications.
5. Filming Infrastructure
Only 9% of respondents believe UK creators receive adequate support with finding locations or acquiring film permits. Creators report challenges with unclear rules around permits and resistance when filming in public, while studio space is often expensive, unavailable, or designed for traditional production companies.
“It’s difficult to film in public places. Nearby businesses often feel that they can go beyond their land and try to kick Creators out. It’s also a really complicated system to get permission from the council to film, particularly if you want to use props like a ladder,” reported creator Max Klymenko.
YouTube Launches Creator Incubator
In response to the findings, YouTube is partnering with the National Film & TV School to launch a “Creator Incubator,” described as the first of its kind in the UK, specifically designed for creators. The program aims to cultivate technical skills among the next generation of creators, helping participants learn to scope, plan, and build their publication schedule to improve audience engagement and production quality.
“YouTube will play its part here,” stated Alison Lomax, Managing Director of YouTube UK & Ireland. “But change cannot happen in isolation. We will only succeed with a concerted, collective effort.”
The consultation is a collaborative effort between YouTube and Public First, which conducted the anonymous online survey between December 7, 2024, and February 9, 2025. Nearly two-thirds of the UK-based respondents were from outside London and the South East.
“Without this recognition, we risk leaving Creators out of key opportunities for growth,” Lomax concluded in the report’s foreword.
The UK creator economy contributes over £2 billion to the nation’s GDP and supports more than 45,000 full-time equivalent jobs, according to a new report published by YouTube and Public First. The “Creator Consultation,” which surveyed almost 10,000 UK-based creators, reveals that the sector faces significant structural barriers despite its economic impact.
The research finds that 80% of watch time on content produced by UK-based YouTube channels comes from outside the UK, positioning creators as major cultural exporters.
However, the report highlights that existing entrepreneurship support systems—from finance to skills training—were not designed with creators in mind.
Excluded from Policy and Industry Conversations
A majority of UK creators (56%) believe they lack a voice in shaping government policies that impact their work, while 43% feel their value is not recognized by the broader creative industry.
“Creators form such an important part of our economy, yet we could still do more to give clear pathways for young Creators to develop the skills and resources needed to reach their full potential,” said Amelia Dimoldenberg, a creator quoted in the report.
Brandon Baum, another creator cited in the consultation, noted: “You have these TV shows that are still winning Emmys with maybe half a million streams on them, whereas YouTubers are creating content that gets literally hundreds of millions of views with zero recognition from the traditional world.”
Five Key Areas Identified for Growth
The consultation identifies five critical areas that require improvement to unlock growth in the creator economy:
1. Government Recognition
Only a small percentage of creators feel they have adequate representation at the governmental level. The report recommends that the Department for Culture, Media and Sport formally acknowledge the creator ecosystem under a Minister’s roles and responsibilities, preferably the Minister of State for Creative Industries, Arts and Tourism.
Additional recommendations include creating a dedicated “Creator” category in regular economic estimates publications and appointing an International Creative Industries Champion with a remit for celebrating British creators overseas.
2. Industry Representation
Many creators report feeling like outsiders in the UK’s creative economy, with several describing a “lack of respect” for their work from traditional creative institutions. This isolation cuts creators off from professional networks, funding opportunities, and spaces where creative policy is shaped.
The report suggests building on the foundations laid by the Creative Industries Sector Plan to ensure creators are represented in the Creative Industries Council, and encouraging UK creative and cultural bodies to review their policies to find opportunities for collaboration with creators.
3. Training and Skills
Only 17% of survey respondents believe UK creators receive adequate support for training and skills development. The skills gap encompasses both technical and creative competencies specific to creators, as well as business skills and financial literacy essential for any growing small business.
Dr. Becky Smethurst, a creator, explained: “It took me so long to hire an editor because I didn’t really know how to do it. There’s no Creator-specific advice anywhere on how to put a contract together. There’s no guidance on that whole business and management side of being a Creator.”
Recommendations include developing a new accreditation system for modular training that recognizes short, practical courses, as well as developing business, creative, and technical skills. “Micro-credits” would be eligible for support through the Growth and Skills Levy.
4. Access to Finance
An overwhelming 93% of respondents believe that UK creators lack adequate support, specifically in accessing business loans and capital. Many creators report difficulties opening accounts, securing loans, or applying for grants, while also struggling with financial rules and requirements.
“I don’t really know if I’ve ever worked with a Creator who has managed to get a business loan for their content creation. I know Creators who have taken out personal loans, but that adds another level of pressure,” said creator Jade Beason.
The report recommends updating HMRC’s Standard Industrial Classification (SIC) codes to better cater to the creative industries with a clear category for “Creators,” and updating the Business Income Manual to provide better guidance to creators on tax returns and international tax implications.
5. Filming Infrastructure
Only 9% of respondents believe UK creators receive adequate support with finding locations or acquiring film permits. Creators report challenges with unclear rules around permits and resistance when filming in public, while studio space is often expensive, unavailable, or designed for traditional production companies.
“It’s difficult to film in public places. Nearby businesses often feel that they can go beyond their land and try to kick Creators out. It’s also a really complicated system to get permission from the council to film, particularly if you want to use props like a ladder,” reported creator Max Klymenko.
YouTube Launches Creator Incubator
In response to the findings, YouTube is partnering with the National Film & TV School to launch a “Creator Incubator,” described as the first of its kind in the UK, specifically designed for creators. The program aims to cultivate technical skills among the next generation of creators, helping participants learn to scope, plan, and build their publication schedule to improve audience engagement and production quality.
“YouTube will play its part here,” stated Alison Lomax, Managing Director of YouTube UK & Ireland. “But change cannot happen in isolation. We will only succeed with a concerted, collective effort.”
The consultation is a collaborative effort between YouTube and Public First, which conducted the anonymous online survey between December 7, 2024, and February 9, 2025. Nearly two-thirds of the UK-based respondents were from outside London and the South East.
“Without this recognition, we risk leaving Creators out of key opportunities for growth,” Lomax concluded in the report’s foreword.
The full report is available here.