When content creator George Clarke was announced as a contestant on the 2025 season of Strictly Come Dancing, his reveal generated over 2 million views on the show’s official Instagram account, outperforming every other celebrity announcement that year.
We can’t see this as anything but a clear signal of how deeply embedded creators have become in the success of traditional entertainment formats.
The inclusion of social-first talent on legacy TV shows like Strictly reflects a broader shift in how mainstream media leverages audience engagement. Digital creators are no longer being brought in as a novelty. They are now central to a programme’s ability to stay relevant, attract younger demographics, and drive online interaction.
