The Independent is investing in talent-led content creation to tap into the booming creator economy and develop intellectual property that can drive sponsorship opportunities. By launching Independent Studio, the UK-based digital publisher aims to produce videos, podcasts, and newsletters centered around individual personalities.
This strategic move begins with the signing of football YouTuber Adam Clery as creative director, whose new channel, ACFC, quickly gained over 30,000 subscribers. Clery will have access to The Independent’s full production and promotional resources to grow his brand.
Independent Studio will support both internal and external creators, including prominent journalists and popular digital personalities. Clery will work alongside chief football writer Miguel Delaney, combining video and podcast formats to attract sponsors in the sports vertical.
The travel vertical will feature content from global travel editor Annabel Grossman and journalist Simon Calder, while chief international correspondent Bel Trew will contribute to the current affairs vertical. Additional verticals focused on music, food, and film are also planned, leveraging The Independent’s network of journalists and creators.
Social Media Shift Spurs Creator-Led Content and Reinforces The Independent’s Core Values
As news consumption increasingly shifts to social platforms, short-form and personalized content is overtaking traditional news formats. According to research, 64% of U.S. social media users now get news on platforms like TikTok, where individual creators often have larger followings than established news outlets. This trend has prompted The Independent to double down on creator-led content to meet audiences where they are and deliver news in more engaging, human-centered formats.
The Independent Launches Creator-Led Studio to Tap Booming Talent Economy and Reinvent Digital News DeliveryThe Independent is positioning itself as a home for “independent voices,” aligning with its long-standing editorial values of neutrality and credibility. CEO Christian Broughton noted that the move toward creator-led verticals is a natural evolution for a brand known for elevating diverse perspectives. While there is currently no fixed revenue-sharing model for creators, Broughton acknowledged that structured incentives will likely be introduced as the program grows.
Creator Economy and AI Innovation Drive The Independent’s Evolving, Trust-Focused Media Strategy
The creator economy is rapidly reshaping media business models, with traditional publishers adapting to remain competitive. Valued at $250 billion and projected to reach $480 billion by 2027, the creator economy is too significant to ignore. Outlets like Fast Company are launching creator networks, while The Independent expands its U.S. operations and boosts its ad revenue through creator-driven content. According to Broughton, embracing the creator model is no longer optional — it’s essential.
Independent Studio’s launch is part of a broader mission to build audience trust in a digital age dominated by misinformation and AI disruption. Alongside the studio, The Independent has launched an AI-driven news service, Bulletin, where journalists oversee AI-generated summaries of their own stories to provide fast, digestible news with human accountability.
Broughton emphasized that both AI and creator-led strategies aim to serve modern readers more effectively, while preserving the integrity and credibility of journalism.
