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The Edinburgh TV Festival 2025: A Digital Revolution

  • Writer: Engine Room
    Engine Room
  • Aug 26
  • 3 min read

Updated: Nov 7

When Digital and Culture Stopped Being the Sideshow


This year’s Edinburgh TV Festival didn’t just spark debate—it confirmed what many of us inside the industry have felt for years. Digital and culture are not add-ons; they are the centre stage where audiences live and where the future of IP must prove its value.


What We Heard in the Headlines


  • Louisa Compton (Channel 4) dismissed Netflix as “TV tourists,” calling out the fragility of ecosystems when global players swoop in to commission stories UK broadcasters incubated first. (The Times)

  • Ros Atkins (BBC) revealed YouTube has now overtaken ITV with younger audiences, framing it as a production and workforce disruption story, not just a platform shift. (The TV Festival)

Ros Atkins at Edinburgh
Ros Atkins

  • James Harding, delivering the 50th MacTaggart Lecture, urged the industry to be “enemies of nonsense,” reminding delegates that trust and truth are strategic assets. (Realscreen)

  • Kate Phillips (BBC) confirmed a pivot toward digital-first commissioning, with YouTube central to reaching digital-native audiences. (Broadcast Now)

  • Munya Chawawa challenged the industry to stop playing safe, warning that complacency will leave UK television irrelevant in a global creative economy. (Broadcast Now)

  • Shonda Rhimes, honoured with the inaugural Edinburgh Fellowship, reframed Bridgerton as a “workplace drama,” pointing to how social influence and strategy underpin both storytelling and industry culture. (BBC News)


Shonda Rhimes
Shonda Rhimes

Audience Reality Speaks Louder


  • 71% of UK 16–34s now say YouTube is their primary source of entertainment. (Financial Times)

  • The global creator economy is valued at $250 billion - set to double by 2027. (Goldman Sachs)


The Leadership Lessons


  1. Protect cultural ecosystems – as Compton argued, real value is nurtured, not imported.

  2. Meet audiences where they already are – Phillips’ digital-first commissioning is the new baseline, not innovation.

  3. Defend trust as strategy – Harding’s call to fight “nonsense” is about more than journalism; it’s about brand survival.

  4. Take creative risks to stay alive – Chawawa’s urgency was a warning shot, not a suggestion.

  5. Understand narrative power mirrors organisational power – Rhimes showed that how we build stories reflects how we build industries.


Engine Pop Perspective


The leadership lesson? Protect ecosystems. Build trust. Take risks. Align storytelling with culture.


At Engine Pop, we have worked inside and alongside these shifts for years. This was less revelation and more proof. Our job has always been to design IP that’s commercially strategic, audience-centred, and built to thrive wherever culture lives. Digital isn’t the sideshow anymore. It is the stage. The future belongs to those ready to meet it with clarity, courage, and foresight.


The Future of Digital Content Creation


As we look ahead, the landscape of digital content creation is evolving rapidly. We must adapt to these changes. The rise of platforms like YouTube and TikTok has transformed how we engage with audiences. Content creators must harness these platforms to reach their target demographics effectively.


Embracing New Technologies


New technologies are reshaping the entertainment industry. From virtual reality to artificial intelligence, these tools offer exciting opportunities for storytelling. We must embrace these innovations to stay relevant and competitive.


The Importance of Collaboration


Collaboration is key in this new era. By working together, we can create richer, more diverse content. Partnerships between traditional broadcasters and digital platforms can lead to groundbreaking projects.


Navigating Challenges


While the opportunities are vast, challenges remain. The competition is fierce, and the landscape is constantly changing. We must stay agile and responsive to these shifts.


Conclusion: A Call to Action


In conclusion, the Edinburgh TV Festival 2025 has set the tone for the future of digital content. We must protect our creative ecosystems, embrace digital-first strategies, and take bold risks. The time to act is now. Together, we can shape the future of entertainment.


Let's seize this moment and transform our content into valuable intellectual property. The stage is set, and the spotlight is on us.


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