The UK creative economy is undergoing a massive transformation, and digital creators are right at the forefront of this evolution. The launch of UK Creator Voices, an independent collective of leading UK digital creators convened with the support of YouTube UK, marks a significant milestone for our sector.

At the Influencer Marketing Trade Body (IMTB), we are thrilled to champion this initiative, which directly aligns with our mission to elevate creator marketing, champion creator-led businesses, foster professionalism, and see digital-first talent integrated further into the broader creative landscape.

A New Era for UK Digital Creators

UK Creator Voices brings together an extraordinary cohort of prominent digital creators and media entrepreneurs, namely Jordan Schwarzenberger, DamienTalksMoney, Jade Beason, TLDR News, Grace Andrews, and Brandon B.

Representing millions of highly engaged viewers globally, these creators are far more than content producers; they are next-generation media business owners, storytellers, and cultural innovators. 

Creator Voices gives them a unified, independent platform to advocate for institutional recognition, policy inclusion, and cross-sector growth. The Digital Creators APPG, of which IMTB is co-secretariat, supports these ambitions and is working on complementary initiatives.

Backed by Undeniable Economic Impact

The launch of Creator Voices comes alongside compelling new data from the 2025 Oxford Economics Impact Report, which demonstrates the enormous scale of the creator economy:

• £2.8 Billion GDP Contribution: YouTube’s creator ecosystem contributed £2.8 billion to UK GDP in 2025—a remarkable 25% year-on-year increase.

• 60,000+ Jobs Supported: The ecosystem supports over 60,000 full-time equivalent jobs across the UK.

• Talent Pipeline: 75% of creators with careers in media and entertainment trace their professional roots back to YouTube, proving how digital storytelling enriches the nation's broader creative pipeline.

Closing the Institutional Recognition Gap

Despite this economic and cultural contribution, significant structural hurdles remain. Findings from YouTube’s 2025 Creator Consultation revealed that 43% of digital creators feel their contributions are not yet recognised by the broader creative sector.

Alison Lomax, YouTube UK Managing Director, picked up on those structural hurdles in her comments on the launch of Creator Voices: “When we launched the Creator Consultation in 2025, creators clearly highlighted the need for stronger representation across the wider creative industries. I am delighted to see this collection of creators step forward to meet that moment.

“The UK boasts one of the most dynamic creative ecosystems in the world, and digital creators are adding an extraordinary new dimension to that heritage. While YouTube is proud to support the convening of this independent collective, the voice and vision belong entirely to them. Connecting digital talent with established creative leaders will unlock significant economic growth, foster fresh storytelling and showcase the best of modern British culture on a global stage.”

Scott Guthrie, Director General of the Influencer Marketing Trade Body, highlighted the UK as home to many progressive creators-turned entrepreneurs. Commenting at the launch, Guthrie said: "The UK is home to some of the world’s most dynamic creative talent and our digital pioneers are leading the way, many now running successful next-generation media and production houses. By connecting these brilliant entrepreneurs directly with traditional institutions, Creator Voices marks an exciting step forward in building a more collaborative, world-leading creative economy."

Looking Ahead: IMTB’s Commitment

As the trade body representing the creator marketing industry, and as co-secretariat to the Digital Creators’ APPG the IMTB is proud to support initiatives like Creator Voices that advocate for creator rights, institutional parity, and sustainable business growth.

Connecting digital talent with traditional creative leaders is essential to maintaining Britain's status as a global creative powerhouse. We look forward to working alongside Creator Voices, YouTube UK, and wider industry stakeholders to forge a more inclusive, prosperous, and collaborative creative future.

Read the original press release for the launch of Creator Voices.

About YouTube

Launched in May 2005, YouTube’s mission is to give everyone a voice and show them the world. We believe that everyone deserves to have a voice, and that the world is a better place when we listen, share and build community through our stories. YouTube is a Google company. 

About the Influencer Marketing Trade Body (IMTB)

IMTB drives competitive advantage for its creator marketing company members by delivering the tools to power responsible growth and the advocacy to lead confidently.

A trusted voice in the industry, the IMTB represents influencer marketing on the Committee of Advertising Practice (CAP), the UK advertising’s rule-making body, and is a member of the Advertising Association, holding a seat on its council. Dedicated to elevating industry standards, the IMTB co-owns the Influencer Marketing Code of Conduct alongside ISBA.

The IMTB co-runs the Digital Creators All-Party Parliamentary Group (APPG). The IMTB co-founded the European Influencer Marketing Alliance (EIMA) in 2024, providing a unified voice for the creator economy amid a rapidly evolving legislative and regulatory landscape through 11 member associations. In 2025, IMTB formed a strategic alliance with AiMCO, the Australian Influencer Marketing Council.