The Decline of TV Cooking Shows: A Cultural Shift to YouTube and Culinary Influencers

Sat Oct 18 2025 09:08:57 GMT+0300 (Eastern European Summer Time)

As traditional TV cooking shows face a dramatic decline, the rise of social media food influencers highlights a cultural shift in how audiences consume culinary content.

In recent years, TV cooking shows have seen a steep decline in popularity, with new commissions dropping significantly. While the genre that once created stars like Keith Floyd and Nigella Lawson faces uncertainty, food influencers on platforms like YouTube and TikTok are thriving, reshaping the culinary landscape and viewer expectations.

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Once a staple of television, cooking shows like those hosted by Keith Floyd and Nigella Lawson are facing a significant decline, with reports showing a 44% drop in new commissions from British broadcasters. This downturn marks a stark contrast to the thriving world of food influencers on platforms like YouTube and Instagram, who are capturing millions of views with accessible and often spontaneous content.

The trend began shifting as audiences’ preferences changed, with TV cooking shows known for their 'stand and stir' format falling short of engagement. Today, cooking content is being dominated by social media influencers who embrace a more relatable and interactive style. For example, Natalia Rudin, an influencer formerly known as a private chef, gained 1.5 million followers after a simple Instagram post about an antipasti-style bean dish.

Industry experts note that the authenticity and creativity found online resonate more with viewers than the polished format of traditional television. While shows like 'The Great British Bake Off' remain popular, they often adapt to the need for a more genuine representation of cooking, focusing on real contestants rather than celebrity chefs.

As food influencers continue to connect with audiences through viral content, TV networks must rethink their strategies to attract viewers back to the screen, as reliance on conventional formats and star power wanes.