Adapt or get left behind is the indie mantra for 2025

Feb 25

3 min read

25 February 2025 [Article published in Broadcast]

Open-mindedness and agility are crucial for producers to succeed, writes Indielab founder Victoria Powell.

The indie business has always been about hustle, but in 2025, the game has changed. New platforms, shifting revenue models, and an increasingly fragmented audience mean that sticking to the old playbook just won’t cut it. If you’re running an indie, here’s where your head should be this year.

Non-scripted not paying the bills? Go digital

As we all know, YouTube has overtaken Netflix as the world’s largest streaming platform, drawing in a cross-generational audience. So f your content doesn’t extend to digital, you may be missing out on engagement and potential revenue. Smart indies know digital content is no longer just a marketing add-on—it’s an opportunity for multiple additional revenue streams.

Behind-the-scenes snippets, talent-driven formats, clips, full episodes, and exclusive digital content keep audiences engaged beyond the broadcast or streamer launch and amplify reach and revenue.

Find expertise to create an in-house digital-first strategy or partner with a digital studio to build out your content offer.

Beyond new content, there’s massive untapped value in old IP. Indies should take a good look at their back catalogues and unpick the digital and FAST rights. Digital rights can be renegotiated with distributors who are not exploiting them. Licensing content to digital platforms, exploring distribution partnerships, and using AI for cost-effective remastering can generate new revenue streams. The key is understanding that old content still holds financial and audience value.

Sustainable, scalable, smart drama is the future

With drama budgets routinely spiralling beyond £3m per hour, securing funding is tougher than ever. Co-productions, tax incentives, and smarter budgeting are now essential, and the industry is realizing that not every hit show needs A-list actors.

Broadcasters and distributors are looking for scalable, cost-effective series that still captivate audiences. Projects like Fool Me Once and Baby Reindeer have proven that compelling storytelling doesn’t need Hollywood-scale budgets. The focus now is on finding talent that fits within realistic financial frameworks.

Brand partnerships are an opportunity, not a lifeline

With commissioning budgets tightening, working with brands can help fill the gap—if done strategically. Broadcasters are more open to brand-backed productions that seamlessly integrate with their platforms and embed brands into stories naturally, rather than relying on clunky product placement. Indies that master this will unlock new revenue streams while maintaining creative integrity.

For non-scripted indies, this means getting the right advice, being clear about whether this is the right fit for your label, developing relationships with brand agencies, and being ready to create formats aligned with brand marketing goals.

Digital formats are also a lucrative area for brand partnership, and online creators are proving how lucrative this space can be!

Use AI to work faster and smarter

If you aren’t using AI already, it’s time to get on board. It’s an essential tool for all businesses going forwards, augmenting both routine and creative tasks while streamlining workflows and cutting costs. From automating repetitive operational tasks to accelerating development and production processes and enhancing post-production efficiency, AI can help indies move faster while maintaining quality.

Invest in AI-powered tools that complement your creative process rather than replace it and develop your AI policy, making sure your team understand both the opportunities available for them to use AI, and also the parameters of its use.

Keep your cost base low and work smarter

2025 looks better for commissioning than recent years – but let’s not get carried away. The smartest indies are keeping operations lean, hiring strategically, and leveraging the massive pool of high-level freelance talent.

Bring in the right people when needed, but don’t overextend. Flexibility is your best asset in an industry in transformation.

Post-pandemic, many senior executives left major broadcasters, and Indielab has launched a consultancy business, with a pool of top-tier specialists to support indies in a flexible and agile way, without committing to full-time hires.

Success in 2025 isn’t just about making good content—it’s about being agile and smart.