Nuggit Creator Support Fund puts £5M behind UK YouTubers

Nuggit has launched the Nuggit Creator Support Fund, a £5 million initiative aimed at UK-based YouTubers that the company says are ready to turn channels into more durable media businesses. The company said the fund will sit alongside its Creator Operating System, which provides operational and commercial support, though it did not disclose how capital will be deployed, whether creators give up equity, revenue share or other rights, or the size of individual commitments.

The company describes itself as a growth engine for creators. Its current roster includes Arsenal fan channel AFTV, food travel creator Only Scrans and lifestyle and family creator Anna Saccone. Nuggit said its operating system has worked with more than 33 high-potential YouTubers so far.

Nuggit also reported median revenue growth of 29% in less than one year across its creator base. It said six YouTubers have gone full-time with its support. Those are company-reported figures, and Nuggit did not provide underlying revenue levels, cohort composition or methodology.

What is Nuggit's Creator Support Fund?

The Creator Support Fund is aimed at YouTubers in the UK that have outgrown solo operations but have not yet built the finance, sales and operating capacity of a media company. Nuggit says it will combine funding with help on content strategy, capital deployment and brand partnerships.

The company is positioning the fund around a common constraint for mid-tier creators: channels can reach meaningful audiences before the business has the staff, systems or commercial process to convert that audience into predictable revenue. Nuggit says its support is intended to make creators more attractive to brands and more capable of scaling output without selling their channels or intellectual property.

Founder and CEO Johnny Freeland said the creator economy is getting more recognition for its intellectual property and economic value, while the financial and operational infrastructure for creators has lagged. He said financing for creators below the top tier has often been hard to access or poorly matched to their needs, with channel or IP sales among the main options available to fund growth.

Nuggit is also using AI as part of its pitch, saying its model combines data-led analytics and automation with human mentorship. The company did not give technical detail on the AI system, pricing, margins or how much of the reported revenue growth it attributes to software rather than manual advisory work.

The fund arrives as creator businesses receive more policy and investor attention. Goldman Sachs Research has projected the global creator economy could reach $450 billion by 2027. In the UK, YouTube creators contributed £2.2 billion to the economy and supported 45,000 jobs in 2024, according to Oxford Economics.

UK policymakers have also started to focus on creator and creative-business finance. An all-party parliamentary group has been set up around the creator economy, and the British Business Bank recently announced a fund intended to improve access to finance for creative businesses.

Alongside the Creator Support Fund, Nuggit said it is raising further investment to build its AI-powered financing and analytics infrastructure and expand the Creator Operating System into the US and Europe. The company did not disclose how much it is seeking to raise, the investors involved or a target valuation.

This story draws on original reporting from Tech.eu.