TV cooking shows are witnessing a dramatic decline as viewership shifts towards food influencers dominating social media platforms. The contrast is stark; traditional cooking programs once filled television schedules appear to be fading away, with reports indicating zero new half-hour cooking shows commissioned by the BBC this year. This fall is attributed largely to audience preferences shifting towards more spontaneity and authenticity found in online food content.
From the trailblazing series of Keith Floyd to the recent successes of figures like Rick Stein, cooking shows shaped our culinary culture. Yet, the past decade has seen a meteoric rise in food influencers on platforms like YouTube and TikTok, with many rising stars finding themselves with millions of followers for their quick, relatable cooking styles.
A 2023 report indicated a staggering 44% drop in food program commissions across British television, with acclaimed figures like Nigella Lawson finding themselves off the air. What remains are primarily cooking competitions like 'The Great British Bake Off', which continues to perform well due to its emphasis on authenticity.
The rise of influencers correlates with a cultural shift among audiences who now crave raw and real cooking experiences. The ease of accessibility and more informal tone of social media content provide a contrast to the more regulated nature of traditional television shows, which often involve extensive compliance checks and scripted content.
Food influencers can react to trends instantly—take, for instance, the craze surrounding Cronuts, which led to a surge of online cooking videos that resonated with viewers. These creators benefit from direct engagement with their audience, allowing them to inform their content dynamically in ways traditional shows cannot match.
As the landscape continues to evolve, audiences seem to prefer stories and relevance over decades-old cooking formats, while television grapples with how to adapt. The question remains: Does it matter if traditional cooking shows continue to disappear, and can they reinvent themselves to reclaim their audience? The landscape is changing, and video consumption is far from dying; it merely reflects a new cultural narrative around food.
