Creators are everywhere on our TV screens right now.
At first glance, it may seem that creators are finally breaking into the mainstream. But in reality, it’s the other way around. Traditional media needs creators far more than creators need traditional media – they are the mainstream.
Take Dancing With the Stars (DWTS) in the US, which just recorded its highest viewership in five years. And it’s no surprise that creators are the reason why.
The season 34 cast includes Alix Earle, Whitney Leavitt, and Robert Irwin, who are all documenting their DWTS journeys on Instagram and YouTube, plus recording constant humorous content to trending sounds on TikTok.
The show is going viral because it’s going creator-first, and has engaged an entirely new audience.
For decades, TV viewers only ever saw the polished final product of their favorite shows, not what happened behind the scenes. But now, creators are turning every behind-the-scenes moment into engaging, shareable content.
Alix Earle, for example, is effectively running a full-scale marketing campaign for the DWTS on her socials. Her fans are following her DWTS journey, not necessarily the show itself.
She posted at least 5 TikTok videos for the “Wicked” show night, each achieving over 2 million views.
For the TV networks collaborating with content creators, their reach is being extended across digital platforms.
The average Britain’s Got Talent episode – for which Sidemen member KSI sits as a judge – reaches 4.6 million viewers, yet a single “Sidemen Sunday” video averages around 8 million.
95% of people aged 65 and above still watch TV daily, but for Gen Z, that figure drops to 48%, and they spend around 20 minutes a day watching. Meanwhile, they’re spending three times longer watching creator content on social platforms.
So, when networks book talent like George Clarke for Strictly Come Dancing (his casting announcement was the most-viewed of the entire lineup on the show’s Instagram), it’s about enhancing audience reach, cultural relevance, and content distribution.
Having a social following is now a competitive advantage.
Celebrities, musicians, athletes, and creators are being chosen not just for fame, but for their ability to bring their own engaged communities with them. A creator with a vlog channel offers more value to a broadcaster than a traditional celebrity who goes quiet between episodes. Creators are becoming the marketing departments for the shows they’re cast in.
They’re giving traditional TV a helping hand by bringing in younger audiences, digital-first engagement, and real-time storytelling that networks can’t replicate alone.
If you’re ready to connect with creators who can bring your story to life (and your audience with them), get in touch with us.
