The Decline of Cooking Shows: How Social Media Influencers are Changing the Culinary Landscape

Once beloved by audiences, cooking shows on television find themselves in decline as modern viewers flock to social media for culinary inspiration. Platforms like YouTube and TikTok are overtaking traditional networks, leaving many cooking programs struggling for relevance.

Historically, cooking shows have produced legendary chefs and personalities; however, this genre experienced a dramatic shift over the past few years. The latest reports from Ampere Analysis highlight a staggering 44% drop in commissions for cooking shows across British television. In fact, the BBC has seen no new half-hour cooking shows commissioned this year.

The rise of social media influencers marks a significant change. People are moving away from established culinary stars like Nigella Lawson and Keith Floyd to follow fresh faces on platforms like Instagram, where they can connect more authentically. Influencers like Natalia Rudin and Ben Ebbrell rapidly gained millions of followers, proving their ability to create engaging content that resonates with today’s audiences.

The appeal of influencers lies in their relatability and the spontaneity of their content. For instance, Natalia's 'bean queen' videos resonated so thoroughly that one of her posts garnered over a million views in just a day. This is a sharp contrast to the more structured and regulated environment of traditional television cooking shows, which often face scrutiny and compliance checks.

Ed Sayer, a veteran producer, suggests that the loss of cooking programs reflects a broader cultural shift in the media landscape. Young viewers increasingly value authenticity and realness in content over the polished styles of traditional broadcasts. As they often find television 'fake', it's no surprise the genre of cooking shows appears to be losing its charm.

Only shows that innovate and emphasize authenticity, like 'The Great British Bake Off', maintain their popularity; they reflect a shift towards genuine storytelling that resonates with viewers. The shift poses a question: does the decline of traditional cooking shows matter in a world where content is still richly available online?

As media evolves, audiences remain curious, craving stories that inspire and connect. The real victory lies in creating content that speaks to them, regardless of the platform. The cooking show may be undergoing a transformation, but the appetite for culinary narratives is anything but over.