In this episode of TellyCast, Justin Crosby is joined by Joe Churchill, former Digital Commissioning Editor for Branded Content at Channel 4 and now co-founder of Fan Club, a digital-first agency built around brands, creators and premium social video.
Joe breaks down what it really means for brands to behave like broadcasters, why owning audiences now matters more than owning formats, and how branded entertainment has moved far beyond interruptive advertising. Drawing on his experience inside Channel 4 and now on the agency side, he explains how brands are developing long-term IP, building native formats for YouTube and social video, and working more strategically with creators.
The conversation covers the realities of talent costs, the role of creators versus legacy talent, and why audiences are far more comfortable with brand-funded content than the industry often assumes. Joe also shares his predictions for 2026, including YouTube’s collaboration tools, the rise of brand-backed micro drama, consolidation between broadcasters and digital studios, and why audience ownership is replacing IP as the most valuable asset in the production economy.
Topics include branded entertainment, social video strategy, creators and talent economics, micro drama, YouTube’s evolution, audience growth, and what comes next for digital-first studios.
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