Job market information
Finding out about interactive media
The interactive media industry is part of the creative industries, which is represented by Creative Skillset. This includes: advertising; animation; computer games; corporate and commercial production; fashion and textiles; film; interactive media; photo imaging; publishing; radio; and television.
Interactive media is a rapidly evolving industry and defining it can be difficult. It broadly refers to digital media with which the user actively interacts in order to change or affect their experience, and which can only be experienced through interaction. Interactive media products include web sites, multimedia catalogues, Digital Advertiser Locations and other red-button interactive television destinations, and computer games. These products are distributed to devices either via a network or on physical media (such as mobile phones, televisions, kiosks). The industry is divided into: web and internet; offline multimedia; companies specialising in mobile content; and interactive TV.
Key facts:
- The industry employs around 40,000 people, representing 8% of the total creative industries workforce.
- 29,500 people are in web development, 10,000 in interactive content and an unknown number in support services.
- It is heavily reliant on freelancers and contractors.
- The workforce is highly qualified, with a combination of specialist and more general skills.
- 80% of the workforce has a degree; 36% of which are media related.
- There are over 8,000 businesses in the industry: around 7,500 web and internet companies; 500 offline multimedia companies; and 40 companies specialising in mobile content and a growing number of interactive TV companies.
- 46% of companies employ 1-5 people, 23% employ 6-10, 15% employ 11-20 and 13% employ 21-50 people.
- Only 3% of companies have more than 50 people working for them.
Jobs in the industry include: Designer, Developer, Producer, Studio Manager, Account Manager, Content Strategist, Information Architect, Web Writer, SEO Specialist, Programmer, Usability Specialist.
Entry and progression
There are no typical career routes into the industry. For many, the Production Assistant role is a good way into the industry as it is usually an entry-level position. This position can lead to a Designer or Developer role, which can be a good way to acquire combined creative and technical skills, experience of the production process, and build a portfolio of work.
Individuals need to be adaptable and able to quickly learn new technologies, tools or techniques.
80% of the workforce has a degree; 36% of which are media related. 16% of the workforce has technical qualifications. Only 11% of the workforce does not hold any qualifications. 80% of employers rate any degree as important. However, vocational media courses that are designed to meet industry needs are often well regarded by employers. However, employers value experience more than formal qualifications.
There are a range of industry endorsed courses (both at undergraduate and post-graduate), training schemes and a Diploma available.
For job specific entry requirements, take a look at our job profiles.
Workforce statistics
| Number of UK employees: |
40,000 |
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| Number of UK employers: |
8000 plus |
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| Gender: |
68% male |
32% female |
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| Ethnicity: |
6% of the workforce is from a Black, Asian and Minority Ethnic background |
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| Age: |
58% of the workforce is under 35 years |
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| Disability: |
5.2% report themselves as having a disability |
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| Employment: |
An estimated 17% of the workforce is freelance or self-employed |
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Employment trends and future prospects
Interactive media is an evolving and emerging sector. Technological developments, cheaper solutions and the increasing popularity of mobile and wireless connections means that demands for interactive media products is increasing. The consolidation of small specialist companies, the emergence of more specialist companies, increased outsourcing and the growth in freelancing (particularly the games industry) will all have a big impact on the industry and employment in the future.
Skill requirements and shortages
Interactive media requires a broad range of cross-disciplinary skills. Workers typically need a combination of specialist skills drawn from at least two of the design, technical, content and business disciplines, and also a range of more general work-life skills. Working in interactive media is a team activity. Knowledge sharing and brainstorming are crucial to any project and everyone is expected to contribute. People employed in this sector must be able to communicate clearly and understand each other's demands.
The main gaps appear to be either in industry-specific transient skills, such as the use of particular software packages, or in higher-level business and management skills. The most common skills gaps reported by employers are:
- Specific software/technical skills (e.g. ActionScript and Macromedia)
- Engineering
- Digital compression
- Business skills
- Management /leadership skills
- General understanding of the sector/business
Employers also report that staff have little awareness and understanding of how a role fits into the wider sector and links to other industries. This broad expertise is essential for workers to progress into senior or management roles.
Occupational trends
The interactive media workforce comprises:
- almost 24,000 people are in interactive or games production, making this the largest occupational group
- 6,100 people have roles in interactive or games business
- 1,100 have roles in interactive or games operations
- 6,300 people work in ‘other occupational groups’, such as finance, HR, IT, sales and general management roles
National and regional data
The largest interactive media workforce is located in:
- London
- South East
- Yorkshire and the Humber
After publishing and photo imaging, interactive media is the largest creative industries in the East Midlands. Nottingham has a number of successful and expanding interactive companies. Elektonika, Cuttlefish, Jupiter Design Ltd and Emnet are successful digital media communications companies in the region. IPTV (internet protocol TV) companies are starting to cluster in Lincolnshire as the University of Lincoln has satellite uplink facilities and a broadcast media graduate population to service the sector. There are 2,100 people working in the industry in the region.
In the East Midlands, there are 1,100 people working in the industry in the region.
In London, 13,200 people work for specialist companies in the key platforms of interactive television, web and internet, and offline multimedia.
There are 2,700 people working in the industry in the North East and 1,800 in the North West.
The interactive media and computer games industries make up 11% of all creative industries employment in the South East. There are over 6,000 people working in specialist companies in the key platforms of web and internet, interactive television and offline multimedia. A significant cluster of interactive businesses exists in Brighton and Hove, comprising largely web design companies, together with IT software and services, corporate media and e-learning producers. World renowned companies, such as LindenLab and Club Penguin, have set up their British HQ in Brighton.
In the South West, there are many creative, cutting edge interactive media companies in Bristol, Bath, Plymouth and parts of Wiltshire and Gloucestershire, including the E3 Group, Hyperlaunch, Team Rubber and Nameless. There are over 1,800 people working in the industry in the region.
There are a large number of interactive media businesses operating in the West Midlands, with a workforce of 800. The largest concentrations of businesses are in Birmingham, Rugby, Coventry and Leamington Spa.
In Yorkshire and Humberside, there are 5,600 people working in the industry in the region.
Only 100 people work in the industry in Northern Ireland.
3,000 people work for specialist companies in the key platforms of web and internet, interactive television, offline multimedia in Scotland. This amounts to 7% of the interactive media workforce as a whole.
In Wales, the industry is rapidly growing with around 100 companies employing around 1,700 people. Freelancers account for around 26% of the workforce in Wales.
Salary levels
The average income received by the interactive media workforce is £33,646, compared with £32,200 for the creative industries workforce as a whole. The web and internet workforce earns on average more than those working in other interactive media (£34,127 and £32,632 respectively).
BECTU 
, the industry trade union, can advise on rates for freelancers working in the industry.
Career paths
Further sources
Produced Sept 2010, using Skillet AACS LMI report (Jun 2010)
