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It’s an industry that contributes more than £2 billion to UK GDP, but many of those working in the creator economy feel they lack support and have been marginalised by outdated Government rules.
In essence, content creators don’t feel their work is recognised as a proper job.
Their concerns have been voiced by YouTube, which has called for content creators to be given formal recognition.
The online video sharing platform has carried out what it calls a ‘Creator Consultation,’ in which it surveyed more than 10,000 content creators.
As a result, it has identified five key areas it believes could unlock growth and innovation within the creative economy – increased Government recognition, improved industry representation, better training, access to finance, and creator-friendly filming infrastructure.
The UK boasts an army of YouTubers, TikTok creators and Instagram influencers, with the industry supporting more than 45,000 full-time equivalent jobs.
Despite this, and the money it brings in, YouTube says the systems that support entrepreneurship weren’t built with creators in mind.
The results of its Creator Consultation, carried out in partnership with independent consultancy Public First, revealed 56% of respondents believe they don’t have a voice in shaping government policies and regulations that impact their work.
The survey also showed that almost half (43%) of creatives felt the value they provide is not recognised by the broader creative industry.
Alison Lomax, the Managing Director of YouTube UK & Ireland, said creators feel excluded from policy conversations by the wider industry, and from the infrastructure that supports traditional creative sectors.
YouTube’s consultation calls for The Department for Culture, Media and Sport to formally acknowledge the creator economy by appointing a Minister for Creators, with the aim of driving a better understanding of how the sector contributes to the UK economy.
It also asks the Government to provide Ministers with guidance on how to leverage creators in their communications strategies alongside traditional media.
More widely, there is a desire that creator sector trade bodies, such as the Digital Content Association and the Influencer Marketing Trade Body, should be given additional resources.
YouTube’s report said many creators feel they are not respected by traditional creative institutions.
The result of this, according to content creators, is that they miss out on funding opportunities, professional networks, and the access to those spaces where creative policy is shaped.
Some creators even told YouTube that they have been unable to get business bank accounts or loans.
Those in the industry would like to see creators represented in the Government’s Creative Industries Council alongside other UK creative sectors.
Only 17% of those content creators who took part in YouTube’s survey said they currently receive adequate training and skills development.
The desire is for training in areas such as YouTube strategy, social media management, and graphic design to be made available via organisations such as Skills England, Skills Development Scotland, the Welsh Gov Dept for Education, and the Northern Ireland Skills Council.
YouTube’s recommendation is that these courses should be eligible for support through the Growth and Skills Levy, while it is also campaigning for community resources such as a professional advice hub.
Receiving support in terms of business loans or access to capital was also identified as an issue, with seven per cent of those surveyed saying they don’t have access to the finance they need to grow.
Many content creators said they find it hard to open accounts, secure loans, or apply for grants, while others called for additional support when filling out their tax returns.
YouTube said Standard Industrial Classification codes should better cater for those in creative industries, with a clear category for ‘creators’ and available guidance for those doing self-assessment tax forms.
There is also a demand for fresh efforts to tackle late payments to reduce the amount of time it currently takes small businesses and sole traders to get paid.
The unofficial nature of content creators means they struggle to find locations to film or to acquire film permits.
YouTube said the lack of accessible, creator-friendly infrastructure is holding back the quality of content that can be produced and the UK’s wider creative potential.
It has called for national guidance to be published regarding filming in public, with small business exemptions that allow creators the right to film without a permit if they are using small crews and basic equipment.
The Government has said it recognises the integral role creators play in the UK economy. However, it is noticeable that there is very little focus on the self-employed in its wide-ranging Employment Rights Bill.
Of course, that is a piece of legislation which – as its very name suggests – is dialled in on employment rights, paying close attention to issues like statutory sick pay, zero-hours contracts and protections against harassment.
The over-arching consultation which shaped the Bill did talk about the introduction of a single worker status, under which all workers would have full employment rights.
However, the issue was conspicuous by its absence in the recent Government roadmap for delivering change, ‘Implementing the Employment Rights Bill’.
It may ultimately be that we see separate legislation brought in to look at the creative industries more generally, the content creator industry specifically, and the overall issue of worker status.
Indeed, in June, the Government released its Creative Industries Sector Plan, which highlighted the importance of the self-employed.
The plan has the stated aim of ensuring the UK is the number one destination worldwide for investment in creativity and innovation, while it also pledges to significantly increase investment over the next ten years.
It includes provision for a freelance champion, a position which would sit within the Department for Culture, Media and Sport. This champion’s role will be to represent the interests of freelance workers in government, with a remit to address concerns such as low pay and poor working conditions.
In a Forward, Secretary of State of Culture, Media and Sport Lisa Nandy wrote that the UK is entering a new world where data, content, and creative services are the fastest growing areas of consumption and, as such, offer unique growth opportunities.
What that means for content creators remains to be seen, but if the Government is serious about making the UK the world's best for creative industries then it may well want to look in the direction of those Instagrammers and YouTubers who sit at the cutting edge of the industry but currently feel ignored.
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