We now live in a world in which 20millions hours of content are uploaded daily onto YouTube alone, and broadcasters are pivoting to engage with a younger audience by putting increasing amounts of their content onto digital platforms. A world in which branded content is increasingly important. In this rapidly evolving world what can Film and TV learn from the creator economy? In traditional broadcasting we have been trained to be competitive, to “win” commissions. However now to exploit all the opportunities in digital do we all need to be looking more to collaboration – with brands, with platforms, with other storytellers? Digital native producers and creators really understand the data and the analytics and how to adapt around this information. Failing is now so much cheaper and very much part of the development process. What does all of this mean for those of us working in traditional broadcasting?  Where are the threats and where are the opportunities?