Two years after Hollywood’s historic double strikes brought the film and television industry to a standstill, the Writers Guild of America (WGA) is turning its attention to a new frontier: YouTube creators. With the WGA West election cycle underway, several candidates are making the case that online writers producing scripted content for platforms like YouTube should have the same union protections as traditional studio talent.
Among those advocating for expansion is incumbent WGA board member Adam Conover, best known for Adam Ruins Everything, which began as a CollegeHumor web series before moving to TruTV. Conover argues that many YouTube channels now produce scripted content comparable to network sitcoms and soap operas, competing directly with legacy studios. “Like it or not, this is the future of television,” he said.
Other candidates, such as Dahéli Hall, have echoed the sentiment, suggesting that “non-union writers” in the YouTube space should “become partners and be protected as a union.” The WGA has acknowledged online creators before—its awards ceremony includes a category for new media—but this marks a more direct push toward formal inclusion.
Post-Strike Shifts in Strategy
The 2023 strikes—unlike the 2007–08 work stoppage—highlighted the growing overlap between Hollywood productions and creator-driven content. Many YouTubers and influencers signed a “labor over likes” pledge during the strikes, vowing not to undermine picket lines. With the disputes settled, SAG-AFTRA made the first move by opening its ranks to influencers earlier this year. Now, the WGA is weighing whether to follow suit.
Proponents believe YouTube-based writers could benefit from collective bargaining on issues such as residuals, algorithmic transparency, and the impact of generative AI. But the challenge is significant: YouTube’s creator base is massive, diverse, and includes everyone from small-scale vloggers to billion-view powerhouses like MrBeast.
Past efforts to organize online talent, such as Hank Green’s Internet Creators Guild, struggled to address such a wide spectrum of needs. Current groups like the Creators Guild of America focus more on networking and resources than on traditional union negotiations.
Pushback From Independent Voices
While some see unionization as a way to legitimize and protect creator work, others are wary. Independent commentators, including the team behind Clownfish TV, warn that union rules could undermine the very freedom that makes online creation appealing.
“They start out saying it’s voluntary, just for those who want benefits,” said host Neon. “But once they get enough people, they’ll push for control. If you don’t play by their rules, you don’t get to play at all.”
Geeky Sparkles, his co-host, argued that Hollywood’s existing unions operate like a closed shop, locking out those who aren’t members. “I don’t want that in the creator space,” she said. “The appeal of YouTube and podcasts is that they’re nimble, authentic, and low-overhead. Unionizing drives up costs and kills that flexibility.”
The pair also pointed to incidents like the WGA’s recent expulsion of acclaimed Korean director Park Chan-wook for alleged strike rule violations—despite his claim that the work in question had already been completed—as evidence of overreach.
A Pivotal Decision Ahead
For the WGA, the question is whether it can adapt its traditional model to a digital environment without alienating the very creators it hopes to attract. For independent YouTubers, the stakes are high: a successful push could bring new protections and legitimacy, but also new restrictions and costs.
With studio budgets tightening, more productions moving overseas, and AI creeping further into content creation, the tension between traditional entertainment labor groups and the online creator economy is likely to intensify. Whether the WGA can bridge that divide—or whether creators will resist union oversight—remains to be seen.
