A streamer is the favourite to win I'm A Celeb

Another week, another show, another creator on our TV screens.

But this time, he's already the favourite to win.

Angry Ginge has headed into the jungle, and honestly, this is a big one for the UK creator scene.

Let me set the scene…

A creator with 6 million followers, built purely on authenticity and personality, with zero traditional media background - is competing against established TV personalities, professional athletes, and seasoned reality stars.

And the bookies STILL have him as the favourite to win.

Angry Ginge has had one of the most meteoric rises in the creator economy of late.

From streaming in his bedroom to the Sidemen charity match.

Starring on Inside. Man of the Match at Soccer Aid. And now I'm A Celebrity.

The trajectory is nuts when you map it out.

Why ITV did this

So why did ITV put a Twitch streamer on I'm A Celebrity?

Because traditional media is desperate for relevance. And it's working.

We've been saying this for ages: traditional media needs creators more than creators need them. Whether it's George Sheridan on Strictly, Niko on The Traitors, or KSI as a judge on Britain's Got Talent - all of them pulling in views from Gen Z, who don't tend to watch much TV.

In fact, viewership from 16 to 24 year olds has dropped 75% in the last 10 years.

That's not a dip.

That's an exodus.

So to bring them back, traditional TV is scrambling to bring in culturally relevant people.

I mean, look at the engagement on Ginge's announcement post.

Over 400,000 likes.

The next closest traditional celebrity barely cracked 50k.

That's not even close.

That's an 8x difference in engagement.

And that's exactly why the bookies have him as favourite. They're not stupid. They're looking at who can mobilise an audience to pick up their phones and vote.

The answer is pretty obvious.

Traditional media doesn't control culture anymore.

Creators do.

Every casting decision like this proves exactly that. The only way for TV shows to win is to bring in people those audiences already trust. People they've watched for years. People they feel like they know.

That's not something you can manufacture with a casting agent and a few tabloid stories. That's built through thousands of hours of streams, videos, and genuine connection.

The bigger picture

This is just the latest example of what we've been talking about for a while now.

Creators crossing over into traditional media and immediately becoming the main event. Not the sideshow. Not the "internet person" segment. The favourite to win.

And it's happening because audiences follow people, not platforms.

If your favourite creator is on a TV show, you'll watch that TV show.

It's that simple.

I put out an Instagram Reel all about this the other day, have a watch👇️ 

Anyway!

Best of luck to Ginge, to Stuart Jones and his team at Upload Agency.

The whole creator scene is rooting for you.

Go win that jungle.

Remember, the creator mindset is all you need to grow 🌱

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