Fox Entertainment has launched Fox Creator Studios, describing it as a “digital-first division” designed to develop new formats, IP and talent by tapping the .

Across Fox Corp., there has been a growing appetite to embrace the creator economy, with flagship streamer Tubi making a number of moves in that area. The sports and news divisions have followed suit.

While other verticals will soon roll out in the coming months, FCS is starting with a focus on food content. In the mix are Fox mainstay Gordon Ramsay, popular YouTube baker Rosanna Pansino, as well as the British duo known as Jolly, Sorted Food, Food Theorists, and Little Remy Food.

News of the new venture comes during CES in Las Vegas, where a number of Fox execs are meeting with partners and clients. The giant tech confab has become the opening act of the upfront negotiations process, with newer ad players like Amazon and Netflix making their presence felt.

As YouTube and social platforms command a significant share of attention, traditional media companies have been looking for ways to lean into the market shift. Fox’s game plan is to leverage its resources and advertising infrastructure, investing in the creation of content capable of spanning multiple platforms and territories. The upside for creators, the company believes, is that they will be able to diversify their revenue streams, reduce their dependency on tech algorithms and unlock new business opportunities.

“Creators are today’s production companies, storytellers, and superstars,” said Rob Wade, CEO of FOX Entertainment. “They command massive audiences, build genuine fan communities in real time, and redefine what global hits look like. At FOX Creator Studios, we’re backing the next generation of talent by investing in creators, growing their brands, and helping them develop new IP, while expanding their reach on YouTube, Instagram, TikTok, and every platform worldwide, across every genre, and together building long-term cultural operating systems.”

Ramsay’s Studio Ramsay Global was launched in partnership with Fox in 2021. The chef has 115 million social followers and has established himself over two decades with prime time shows like Kitchen Nightmares and MasterChef more recently being accompanied by a vibrant social media profile.