In a media landscape increasingly defined by digital-first content, standing out on platforms like YouTube has never been more challenging—or more lucrative. At the recent TellyCast Digital Content Forum, an expert panel pulled back the curtain on what it really takes to thrive in the digital content economy. Hosted by Annabel McCleod from Love Productions, the panel featured Anna-Lee Bridgstock from Jungle Creations, Victor Bengtsson from The Sidemen, and Graham Swallow from Little Dot Studios. Collectively, they manage over 10,000 social channels and pages, giving them unparalleled insight into what works in today’s fiercely competitive market.
“You need to ask yourself one key question before you even think about uploading your first video: Why are you on YouTube?” said Victor Bengtsson, Managing Director at The Sidemen. With more than 210 million subscribers across their channels, The Sidemen have become a cultural phenomenon, but it wasn’t by chance. Bengtsson emphasised that brands and creators must define their niche clearly. “YouTube isn’t just a social platform—it’s a broadcasting platform. Consistency is key, and finding your niche is the first step.”
It’s a point echoed by Anna-Lee Bridgstock, who heads the data and insights team at Jungle Creations, a media powerhouse known for viral content and social-first storytelling. “Data should inform every decision,” Bridgstock said. “But that doesn’t mean drowning in spreadsheets. Start small. Even if it’s just tracking daily benchmarks manually, you’ll begin to notice patterns. Insight-driven content is the future.”
For many traditional broadcasters and brands, the shift to digital-first thinking can be daunting. The panel highlighted the crucial differences between social platforms like TikTok and YouTube. While TikTok thrives on trend-chasing, YouTube rewards depth and loyalty, with creators encouraged to build communities rather than chase fleeting virality. Yet one thing remains consistent across all platforms: authenticity.
“You have to kill your brand,” Bengtsson declared, provocatively challenging traditional marketing principles. “No one cares about your logo or your production company’s name in the thumbnail. They care about the content and whether it grabs their attention in the first two seconds.”
Thumbnails, it turns out, are an art form in themselves. Graham Swallow from Little Dot Studios, which runs channels for some of the world’s biggest TV shows and rights holders, explained how visual packaging can make or break a video. “It’s about contrast and clarity. You’re not creating for film buffs; you’re creating for someone scrolling on their phone. Your thumbnail has to scream ‘watch me’ without overcomplicating it.”
Swallow also debunked the myth that success on YouTube requires blockbuster budgets. “We’ve seen six-figure returns from social-first content that cost a fraction of what a traditional TV production would. The key is knowing your audience and understanding the economics of the platform.”
The economics of YouTube are eye-opening. While traditional TV advertisers measure success in terms of ratings and audience shares, YouTube creators look at RPM—revenue per thousand views. According to Swallow, a well-performing one-hour video can earn upwards of £100 per thousand views. “We’ve had videos hit that during peak advertising periods, like US election week. Even halving that number shows the potential for serious revenue.”
But making money on YouTube isn’t just about ad revenue. The panel explored the rise of mid-content—videos that sit between the slick production values of traditional TV and the raw immediacy of TikTok. “We created a reality show from scratch with a lean team,” Bengtsson said. “From ideation to release, it took just eight days of editing. We hit 55 million views in 10 days. It’s proof that you don’t need traditional gatekeepers to create content that resonates.”
Bridgstock highlighted the importance of data in streamlining content production. Jungle Creations uses a tool called Jungle IQ to analyse every frame of their videos, identifying what drives engagement and revenue. “We track everything from thumbnail choices to the emotions expressed on screen. It’s about finding correlations between what works and what doesn’t, and using that insight to make smarter decisions.”
Artificial intelligence is also transforming the creative process. Swallow shared how Little Dot Studios has been experimenting with AI-driven title generation. “We tested ChatGPT against human-generated titles and saw improvements in performance. It’s not about replacing creativity but augmenting it. If AI can save time on routine tasks, it frees up our creatives to focus on storytelling.”
The panel agreed that the future of digital content is increasingly direct-to-consumer. With platforms like YouTube becoming the most-watched streaming services globally, traditional broadcasters can no longer afford to ignore digital-first strategies. However, success requires more than just migrating existing content online.
“You can’t just slap a TV show on YouTube and expect it to work,” Bengtsson said. “You need to create with the platform in mind. It’s about crafting content that feels native to the audience’s viewing habits.”
As the session wrapped up, McCleod asked the panellists to share the most surprising thing they’ve learned about YouTube’s algorithm. Bengtsson’s answer was blunt but illuminating: “The algorithm doesn’t matter that much. The truth is, you’re probably just not making good enough videos.”
It’s a sobering message, but one that underscores the core lesson of the masterclass: in the digital-first world, there are no shortcuts. Success comes from knowing your audience, embracing data, and creating content that resonates. Those who can adapt will thrive, while those clinging to old models risk being left behind.
The content game has changed—and as this panel proved, those willing to sweat the small stuff are the ones reaping big rewards.
