The Decline of TV Cooking Shows: How Social Media Influencers Are Changing Food Content

Sat Sep 13 2025 09:40:25 GMT+0300 (Eastern European Summer Time)

As traditional television cooking shows wane in popularity, social media influencers are taking over the culinary landscape, reshaping how food content is consumed and created. This article explores the factors contributing to the decline of classic cooking programs and the rise of digital food influencers.

TV cooking shows once defined culinary entertainment, with beloved personalities like Keith Floyd and Nigella Lawson captivating audiences. However, in recent years, a seismic shift has occurred as social media platforms like YouTube and TikTok gain traction while traditional cooking programs decline. This article investigates the reasons behind the fall of TV cooking shows, the impact of digital chefs, and the changing dynamics of audience engagement in the food genre.

TV Cooking Shows Are Dying Out - A Look Into the Rise of Influencer Culture

Once considered formidable pillars of television entertainment, cooking shows in the UK are witnessing a dramatic decline. In a startling turn of events, 2025 has seen a significant drop in new cooking show commissions, leading to an unprecedented zero new half-hour shows from the BBC this year, according to industry analytics. As the appeal of traditional cooking shows fades, a new wave of culinary content is surging ahead: food influencers on platforms like YouTube, Instagram, and TikTok.

Some 30 years ago, television cooking shows were vibrant with personalities like Keith Floyd hosting multiple series. The chaotic charm and lifestyle of these shows endeared them to audiences, but such appeal appears to have dwindled over the years. The industry which flourished with the likes of Fanny Craddock and Delia Smith now faces criticism for a lack of creativity and relevance.

While television cooking shows are becoming scarce, the influencer community thrives. The rise of platforms like YouTube has transformed the culinary landscape. As reported in February, YouTube now rules the television viewing landscape in America, with audiences immersing themselves in cooking videos that come without the heavy production constraints of traditional shows.

Influencers like Natalia Rudin, who boasts 1.5 million followers, illustrate this shift. Initially a private chef, Rudin found viral success through simple, engaging content that resonates with what modern audiences seek—authenticity and accessibility. The confidence she exudes, paired with the instinctive responsiveness to her audience's desires, stands in stark contrast to the dwindling TV production model, burdened by regulations and formalities.

Is TV Cooking Content Still Viable?

The question remains: do audiences still want the culinary guidance once provided by TV cooking shows, or have they moved on completely? The adherence to scripted content within traditional broadcasting fails to attract the spontaneity that viral videos on social media offer. Ed Sayer, a veteran producer, emphasizes that TV needs to adapt to the evolving landscape where digital creators resonate better with younger audiences.

In this new era, food shows funded by corporate sponsors remain, predominantly featuring known chefs creating branded content. Programs like *MasterChef* and *The Great British Bake Off* still manage to draw viewers, yet their format diverges significantly from the earlier, casual kitchen explorations that characterized earlier cooking shows.

The Cultural Shift in Cooking

This cultural shift highlights more than just changing preferences in entertainment; it underscores a deeper transformation in how individuals connect to food and cooking. As more people engage with cooking through social media, it fosters a sense of community and collaboration around shared culinary experiences, often leading viewers to experiment in their own kitchens.

While many lament the decline of TV cooking shows, some argue that this shift may not be negative. It indicates a change in how culinary art is perceived and presented, with emerging chefs breaking the norms of traditional media, reshaping the culinary discourse in ways former television chefs could only dream of.

Conclusion

The future of food content may not lie in conventional television but rather in the hands of individuals who offer an unfiltered connection to cooking and cuisine. With audiences prioritizing authenticity, the battle for culinary engagement has shifted from traditional broadcasting networks to the dynamic world of social media. As the dust settles on the old model, the question remains—what does this mean for culinary culture as we know it?