2025 and the Rise of the Digital Powerhouse
Since 2023, the media narrative has focused on the decline of traditional linear TV, particularly in the UK. While the traditional broadcast model faces significant challenges, this narrow perspective overlooks an exciting truth: we are entering a new golden age of content. Far from signalling a decline, this period marks an unprecedented boom fuelled by the digital landscape, a maturing creator economy, and innovative production companies meeting audiences where they are.
2025 marks the year for this transformation, a pivotal moment for platforms like YouTube and digital-native content. As highlighted by Evan Shapiro in his collaboration with BARB, the rise of digital-native platforms signifies a shift in power within the entertainment industry. Shapiro’s work underscores how platforms like YouTube have evolved into global entertainment powerhouses capable of rivalling and often dwarfing traditional television.
This shift is also evident in how next-generation production companies are redefining the industry. By embracing a multi-platform strategy, these studios are thriving. They are not merely adapting to digital platforms but are leading the charge, creating brands that serve audiences seamlessly across platforms. Broadcasters are also joining this wave of innovation. Channel 4’s C4.0 initiative, underscores its commitment to embracing digital-first strategies and expanding its audience reach. These efforts highlight how even traditional broadcasters are investing in multi-platform content to remain relevant. This momentum is why we launched our new IP360 division at Spirit Studios – which builds content brands across TV, podcasts, and digital platforms. Together, these efforts are transforming the entertainment landscape, positioning these players as the new super indies of the future..
If Netflix revolutionised television in the 2010s, 2025 will be remembered as the year YouTube claimed its crown. YouTube’s ad-supported model and its robust Creator Economy ecosystem have positioned it as the definitive platform for the next generation. Audiences are responding in droves. Younger viewers are abandoning appointment viewing for personalised feeds that feel authentic, relatable, and relevant. Over 35% of UK households now use YouTube on connected TVs as a primary entertainment source, while linear TV continues its decline. By 2023, only 48% of UK individuals aged 16 to 24 watched broadcast television weekly, down from 76% in 2018. Among children aged 4 to 15, weekly broadcast TV viewership fell from 81% in 2018 to 55% in 2023. This data* underscores the growing dominance of digital platforms as traditional TV loses its foothold.
By 2025, the Creator Economy has matured into a professionalised industry. It encompasses a broad network of professionals – from editors to marketers – enabling creators to produce sophisticated content that rivals traditional media. These creators are not just building audiences, they are cultivating communities. This maturity extends to next-generation studios, which are bridging the gap between creators and traditional production. By leveraging expertise in storytelling and distribution, these studios are scaling ideas into formats that thrive across platforms – from YouTube to podcasts to live experiences. They are increasingly owning their digital distribution channels, giving them control over monetisation strategies and generating revenue from both their own and third-party content. Additionally, some of these studios even operate their own YouTube Multi-Channel Networks (MCNs) and podcast networks, housing both their original brands and third-party brands, further solidifying their presence as digital hubs of creativity and commerce.
The shift from linear TV is not simply a result of poor commissioning decisions or a lack of risk-taking. It reflects a broader movement: audiences have moved as technology has evolved. Streaming platforms, apps, and mobile entertainment have revolutionised how people consume content. With more choice and destinations than ever, audiences dictate their terms, reshaping the media landscape.
As audiences move, the money follows. Declining linear broadcasting revenue is a natural consequence, and with budgets under pressure, risk-aversion becomes inevitable. Sticking to familiar formats may feel safe, but it stifles innovation. The lack of bold new ideas is not the cause of the decline but a symptom of an industry adapting to a rapidly changing landscape.
The decline of linear TV does not mark the end of great content. Instead, it’s a call to action for producers, creators, and platforms to reimagine how stories are told and shared. The next golden age of content isn’t tied to time slots or outdated business models. It’s happening now, on digital platforms, where opportunities are limitless. Next-gen studios are paving the way by building, innovating, and delivering content that resonates with modern audiences. Welcome to 2025: the year digital reigns supreme.
*Sources; Ofcom’s Media Nations 2023 report, Screen Daily, Finder.com
Matt Campion is co founder of Spirit Studios
