Premium TV Talent Will Migrate to YouTube and TikTok, Says Jane Featherstone

Jane Featherstone, co-founder of the Sister group and producer of "Black Doves," "This is Going to Hurt" and "Chernobyl," told the RTS London Convention on Tuesday that high-end television and the talent behind it will land on YouTube and TikTok.

"I think premium will end up on YouTube and TikTok over time, because great talent will jump out of the bigger mainstream organizations," Featherstone said. "Talent is like water; they will find the the shortest way to the audience past all the obstacles."

Featherstone, one of the U.K.'s most renowned producers, co-founded Sister with Elizabeth Murdoch. The company has made a series of forward-thinking investments in digital-first production over the last few years.

Sister recently took a majority stake in After Party Studios, a fast-rising digital-first production company. Just last week it announced a strategic partnership with the branded entertainment group Common Interest.

Working with companies such as After Party gives established producers direct access to audience response, Featherstone said. "What's fascinating to me it that we can understand how these creators have a very direct relationship with their audience — and they know what they like and what they don't like," she said. "I think it's interesting for us as producers to be able to get access to that direct audience feedback."

The producer described her job as more than finding and nurturing talent. She said she must "make sure we're on top of where the audiences are and where the talent want to be, and that's what's thrilling to me."

Her prediction poses a direct challenge to networks and streamers that currently anchor the premium drama market. If talent follows the path Featherstone describes, the next "Chernobyl" could premiere not on a broadcaster's schedule but in a creator's feed.