The Future of Entertainment: Embracing Audience-First IP Ecosystems

By Athena Witter, Founder, Engine Pop

At Content London 2025, I moderated a conversation with Dominic Burns (TikTok) and Fiona Campbell (BBC Three). This discussion captured a defining moment for our industry: the shift from platform-specific commissioning to audience-first IP ecosystems.

The session explored how fan culture, creators, and television now intersect to build cultural momentum. Partnerships between platforms and broadcasters are reshaping discovery, development, and talent pipelines.

What emerged is more than collaboration; it is a new operating model for digital-first entertainment.

Why TikTok and BBC Three Came Together

For BBC Three, the partnership aligns directly with its mission to identify and develop talent across the UK. TikTok provides both the scale and proximity to creators that enables the BBC to reach new communities and uncover new voices.

Fiona Campbell explained:

“This partnership is about opening real pathways for talent across the UK. Creator Lab showed that emerging voices do not just want visibility — they want opportunity, development, and a genuine route into broadcast.”

For TikTok, TV and film are among the most vibrant and fast-growing fandom categories on the platform. Audiences express their passion long before a show lands on television or streaming.

Dominic Burns reflected:

“There’s a myth that young audiences have fallen out of love with TV. They haven’t. TikTok is full of passionate TV and film fandoms creating every day.”

The partnership is built on a shared understanding of what modern audiences value: authentic voices, cultural community, and formats that travel fluidly across platforms.

Creator Lab: A Modern Talent Pipeline

Creator Lab exemplifies how talent discovery has evolved. More than 100 creators participated in workshops, masterclasses, and screen tests across London, Salford, Cardiff, and Belfast. Several progressed into further development and commissions with BBC Three.

Fiona emphasised:

“Creators aren’t stepping away from their communities when they work with the BBC. They’re stepping up.”

Spotlight: Turning Fandom Into Action

TikTok’s Spotlight tool is designed to connect fan-made content directly to official broadcaster destinations.

Dominic explained:

“Spotlight allows us to connect incredible community creativity directly to a broadcaster’s world - whether that is iPlayer, cast information, or conversion moments.”

BBC Three was the first partner in the UK to use Spotlight for Celebrity Traitors: Vertical Chaos. The results illustrated how effective fandom can be when directed with intent.

Fiona added:

“Spotlight let us take a huge cultural moment and give audiences a way to co-create around it. That level of engagement is exactly where the future of social TV sits.”

Last Pundit Standing: Pathways With Purpose

Last Pundit Standing reimagined how new talent can enter the BBC’s football content ecosystem. TikTok helped identify creators from across the UK, and the BBC developed them through a competitive process. The winner secured a one-year development deal.

Three Industry Lessons

1. Momentum now starts on mobile.

2. Creators are partners, not campaign assets.

3. Collaboration is a competitive advantage.

   
   

Dominic summarised:

“Our goal is to remove barriers and help publishers understand how fandom can drive real outcomes.”

The Emerging Blueprint

The collaboration shows how to build IP ecosystems designed for multi-platform discovery:

• Co-create ideas

• Invest in development pathways

• Integrate creators

• Centre fandom

• Design for discovery

  
  

This model will define the next phase of audience-first entertainment.

The Importance of Fandom in Content Creation

Fandom is not just a buzzword; it’s a powerful force in content creation. When we tap into the passion of fans, we unlock new opportunities. This engagement transforms how we approach storytelling and audience interaction. It’s about creating a dialogue, not just a monologue.

As we move forward, let’s remember that the future of entertainment lies in our ability to connect with audiences on a deeper level. We must embrace their voices and let them shape the narratives we create.

Conclusion

The landscape of entertainment is evolving. By fostering partnerships and embracing audience-first strategies, we can build a vibrant ecosystem that benefits everyone involved. Let’s champion authentic voices and create pathways for talent to thrive.

Contact Engine Pop hello@enginepop.co

Connect with Athena on LinkedIn

Athena Witter is the founder of Engine Pop and a former creative and strategy leader at BBC Studios, Fremantle, and ITV. She specialises in digital-first content strategy, IP development, platform growth, and future-facing business models for the creative industries.