Victor Bengtsson, the newly promoted CEO of Sidemen Entertainment, told industry colleagues that digital-native creators are reshaping how younger audiences discover and watch shows. He made the remarks at a recent industry gathering, as ad-funded streaming services and creator-led platforms shift from niche entertainment into mainstream programming.
Broadcasters and AVOD services are responding with new partnerships and original commissions. Legacy networks are negotiating deals with creator collectives, while advertising-supported video on demand services and creators are experimenting with reality, gameshow and hybrid formats to capture Gen Z attention. The trend is widening the competitive field for younger viewers.
This article examines Bengtsson’s remarks, the Sidemen’s evolving slate, creators’ ambitions for mainstream formats and how platforms such as Tubi are adapting creator strategies to drive growth in the U.K.
Creators versus traditional gatekeepers
What that means for broadcasters
Speaking at MIP London, Bengtsson said younger viewers no longer treat institutions such as the BBC as automatic cultural touchstones. He argued that audiences who were teenagers when The Sidemen emerged now remain loyal to those creators.
Bengtsson presented creator-driven familiarity and perceived authenticity as advantages over conventional prestige programming. “They look at The Sidemen and say, ‘these are the boys I grew up with,’ ” he said, using the example to explain why creator brands can sustain long-term viewer relationships.
For broadcasters, the implication is clear: viewers’ attachment to personalities alters content discovery and retention. Broadcasters must reassess commissioning strategies, talent development and marketing to compete with creator-led brands.
This shift also affects platform partnerships. Platforms adapting creator strategies aim to convert short-form engagement into longer viewing sessions and subscriptions. Broadcasters that do not adjust risk ceding audience attention to creator ecosystems.
Broadcasters that do not adjust risk ceding audience attention to creator ecosystems. Industry executives expect more projects to emerge outside traditional studio models as advertising shifts toward platforms such as YouTube.
Victor Bengtsson said high-profile creators could spearhead large-scale entertainment projects traditionally produced by studios. He cited figures like MrBeast as examples of talent capable of anchoring tentpole films and series aimed at younger viewers. He also predicted that the next wave of reality-style formats will often originate with long-established creators rather than legacy broadcasters.
The consequence for networks and public-service institutions is strategic. They may need firmer commissioning approaches, deeper partnerships with creator-led teams, and revised monetization plans to retain relevance with younger demographics.
Sidemen Productions and expanding formats
Building on earlier partnerships with creator-led teams, Sidemen leadership has pushed the group into formal production. Under that push, Sidemen Productions has commissioned multiple multi-episode series for streaming platforms. Executives describe four guiding principles for the indie: authenticity, pace, access and budget. Each principle aims to preserve the creators’ direct appeal while fitting the economics of streaming distribution.
The group’s reality series Inside illustrates the approach. Now in its third season on Netflix, the series has generated an American adaptation. Producers apply a condensed, high-stakes format that pairs influencers with daily challenges and cash prizes. The format targets digital-native viewers with shorter arcs and immediate emotional stakes, rather than the slow-build narratives of traditional reality television.
Industry executives say the move from short-form channels to commissioned series signals a broader trend. Creator-led indies are translating audience loyalty into licensed content and streaming deals, forcing legacy broadcasters to reconsider programming and monetization models to remain competitive.
From contestants to crossover success
Building on that momentum, Bengtsson highlighted individual crossover cases as evidence of shifting talent pathways. He pointed to a former Inside contestant who achieved a high-profile finish on a long-running BBC entertainment show, then returned to life as part of a YouTube collective.
That example illustrates how creator ecosystems and mainstream broadcasters can feed one another. Producers gain proven personalities and ready-made audiences. Creators obtain broader exposure and traditional credibility. Executives say such movement is reshaping programming choices and monetization models across platforms.
Fan engagement, spin-offs and platform strategies
Behzinga proposes an audience-facing spin-off of Inside
Members of the Sidemen are exploring new directions for their programming. Ethan Payne, known as Behzinga, proposed an Inside spin-off that would open competition to ordinary viewers. He said the format would increase emotional investment and drama.
Speaking ahead of the Formula E EVO Sessions at the Jeddah Corniche Circuit on February 16, Behzinga invited fans to start a petition to advance the idea. He suggested the project would require a substantial level of public support before being greenlit.
The proposal follows broader industry shifts toward fan engagement and franchise extensions. Executives have cited such audience-driven concepts as factors reshaping programming choices and monetization models across platforms.
Behzinga did not provide specific thresholds or a timeline for development. Producers and platform partners have yet to comment on the proposal.
Producers and platform partners have yet to comment on the proposal.
Platform-level strategies are shifting as well. Free streamer Tubi, which launched in the U.K. and has expanded its catalogue to more than 75,000 hours, is increasingly focused on creator partnerships. Tubi’s U.K. team reports that roughly 51 percent of its British audience is Gen Z or millennial. The service is rolling out a creators program designed to reproduce its U.S. success in the U.K.
This approach reflects a broader industry pivot. Rather than prioritizing costly prestige originals, some ad-supported video-on-demand platforms are investing in creator-driven content to attract younger viewers and drive engagement.
What creators and platforms get from each other
Creators receive wider reach and new revenue channels. Platform distribution can amplify niche audiences and increase ad-based earnings. For emerging talent, platform programs can also provide production support and marketing exposure.
Platforms gain sustained engagement and fresh, low-cost programming. Creator content often attracts repeat viewers and supplies valuable first-party data for advertisers. For AVOD services, this can translate into higher ad inventory and stronger monetisation metrics.
The model is not without challenges. Success will depend on transparent monetisation terms, effective content moderation, and the ability to convert younger viewers into long-term, monetisable audiences. Observers say those variables will determine whether creator-led strategies scale beyond short-term spikes in viewership.
Observers say those variables will determine whether creator-led strategies scale beyond short-term spikes in viewership. For creators, deals with services such as Tubi and Netflix offer access to broad distribution and clearer commercial upside.
Platforms gain established audiences and engagement metrics that can outperform traditional acquisitions. As streaming and ad-funded services pursue younger viewers, the industry is moving toward more experiments that combine creator authenticity with serialized production values.
Broadcasters’ ability to compete will hinge on strategic shifts, new platform partnerships and an organisational willingness to integrate the creator economy without compromising public-service mandates. Market watchers say the next phase will reveal whether such integrations produce sustainable formats or merely transient ratings gains.