The mainstreaming of influence: how creators became TV’s new talent pipeline

Content creators are increasingly becoming the new faces of primetime television, as embattled broadcasters lean into their homegrown fanbases to shore up ratings. Experts told The Daily Influence the shift will fuel the rise of the so-called “hybrid creator” – influencers who move between social platforms and mainstream television with increasing ease.

The change has been visible across the UK and US this year, with creators dominating – and in some cases fuelling – some of the most talked-about shows. TikTok stars Alix Earle and Whitney Leavitt joined Dancing with the Stars in the US. Twitch streamer Angry Ginge headed into the I’m a Celebrity jungle. YouTuber George “Clarkey” Clarke appeared on Strictly Come Dancing. Even Britain’s Got Talent turned to Sidemen’s KSI as a guest judge.

What once seemed like sporadic crossover moments now looks more like a shift in how broadcasters source talent, as creators step into roles traditionally filled by TV personalities, backed by audiences who already follow them.

Momo Messerschmidt, a marketing and talent specialist at LA agency The Influencer Marketing Factory, said this season of Dancing with the Stars is one of the clearest examples of producers leaning on digital-first personalities to drive visibility across social platforms.

“The immense success of this season doesn’t just highlight how mainstream influencers have become; it underscores the increasingly blurred line between Hollywood and digital entertainment,” she told The Daily Influence.

She said creator-led content has reshaped how fans track the show. Rehearsal clips, behind-the-scenes TikToks and vlogs have “fuelled a 58% increase in social interactions since last season,” she said, adding that Variety reported a 163% rise in fan voting. Messerschmidt attributes the momentum to the emotional investment creators bring – what she calls “fandom” – which helps broadcasters reach younger viewers who may not watch linear TV.

The trend has also translated across the Atlantic. Edward Tew, head of TV and entertainment at UK-based Connect Management, told The Daily Influence that broadcasters have become far more open to creator-led talent because the partnerships deliver results. “It will only increase,” he said.

“What sparked this is TV’s realisation that, far from being in competition with creators, they will reap huge benefits when they work together with them.”

Tew said creators often arrive with a strong understanding of audience communication, shaped by years of fast-turnaround digital content. He believes this is why broadcasters are exploring longer-term roles.

He pointed to filmmaker duo TopJaw as an example of creators benefitting from the shift. The pair – Jesse Burgess and Will Warr – gained notoriety for reviewing food spots in London and now front Apple TV+’s new series Knife Edge: Chasing Michelin Stars.

“I wouldn't be surprised to see him as a permanent host on MasterChef at some stage,” Tew said. “Companies are pitching shows built around creator talent all the time.”

Despite the pull of social platforms, Tew said TV still holds unique advantages. “TV can still provide spectacle and watercooler moments, which social platforms can’t do quite so well,” he said, citing the UK Celebrity Traitors finale as an example. For him, the convergence of creator culture and broadcast entertainment is about adaptation rather than replacement: “TV isn’t dead but it is changing fast and creators are here to stay.”

The crossover is also reshaping consumer behaviour. Sam Shaw, global strategy director at consultancy Canvas8, pointed to data showing the scale of creator influence. “92% of Gen Zers made purchases based on influencer recommendations in 2023,” he said – a figure he believes underscores the commercial weight creators bring into television.

Shaw said their appearance on major shows helps them reach audiences they might not access online. “Influencers’ crossover into mainstream television, exemplified by Alix Earle’s appearance on Dancing with the Stars and The Angry Ginge on I'm a Celebrity, signals a strategic evolution that expands their reach beyond digital-native audiences to traditional TV viewers,” he said.

He added that the shift is also redefining celebrity. “This integration introduces a new form of celebrity, one rooted in relatability and shared experience, potentially revitalising traditional programming by bridging the gap between digital fandom and mainstream entertainment.”

But the increased demand brings challenges. Messerschmidt said creators risk spreading themselves too thin. “Overexposure is a real risk for creators, but it also reflects how in-demand their voices have become,” she said.

She added that longevity will depend on how well creators adapt to the expectations of both digital and traditional media. “Creators who can master both worlds will define the future of entertainment, especially if they also craft revenue channels in both spaces.”