Rise of Influencer Culture Signals the Decline of Traditional Cooking Shows

Tue Sep 23 2025 13:47:02 GMT+0300 (Eastern European Summer Time)

Explore the decline of cooking shows on British television as food influencers on social media rise in popularity, reflecting a significant cultural shift in audience preferences.

This article examines the current decline in traditional cooking shows on British television, attributed to the rise of food influencers on platforms like Instagram and YouTube. It highlights the drastic reduction in cooking show commissions by 44%, discusses the impact of YouTube and social media content creators on viewership, and explores the reasons behind the shift in audience preferences.

The Decline of Traditional Cooking Shows

The landscape of cooking shows has seen a substantial shift in recent years, with traditional television programming witnessing a remarkable decline. Recent reports indicate that the number of new cooking shows being produced in the UK has dwindled alarmingly, with zero new half-hour slots from the BBC in the current year. This trend reflects a broader crisis in television as audiences increasingly turn to social media platforms for their food content.

Once dominated by iconic chefs like Keith Floyd, Delia Smith, and Jamie Oliver, cooking shows were a staple of British television, providing a sense of community and shared experience. However, a drastic 44% drop in commissions for food programming points towards a changing preference in how audiences consume culinary content.

The Rise of Influencer Culture

As traditional cooking shows fade, influencers on platforms like Instagram and TikTok are thriving. A recent survey showed how influencers, through easy-to-digest content, have captured the dining attention of millions, with creators like Ben Ebbrell from Sorted Food and Natalia Rudin garnering millions of followers and views on their cooking videos. Content creators benefit from their ability to engage with current trends and audience preferences quickly without the regulatory burdens faced by traditional TV production.

Changing Preferences

Statistics show that platforms like YouTube have further eclipsed traditional programming, with viewership zooming ahead. In a recent survey, YouTube emerged as the most-watched service on American TVs, with the UK closely following suit. The casual and raw format of content shared on social media attracts viewers who increasingly find traditional cooking shows to be overly polished and dull.

A Cultural Shift

The decline of cooking shows reflects more than just viewer ratings; it indicates a broader cultural shift in how people engage with food and cooking content. Many cooking shows in the past were heavily scripted and laden with regulations, making them visibly contrived compared to the authentic and spontaneous creations of social media influencers. The appetite for content that feels real has overtaken the polished presentation of celebrity cooking shows.

The Future of Cooking Content

Looking ahead, television may need to innovate to stay relevant. While competition from influencers poses a significant challenge, the key may lie in embracing authenticity and storytelling that resonates with contemporary viewers. Cooking competition shows like "The Great British Bake Off" continue to thrive by focusing on the genuine experiences of participants, suggesting that emotional authenticity may be crucial to revive interest in food programming.