Emma Tibbetts has been instrumental in shaping the scripted strategy behind U’s rapid growth, delivering a slate of distinctive, audience-driven drama that has become central to the platform’s success.

Tibbetts’ editorial leadership has focused on building returnable series, revitalising recognisable IP and developing bold new commissions that resonate with UK audiences. This approach has helped deliver standout performances, with series such as Bergerac driving record-breaking viewing and contributing to U’s best ever day and week on the platform, reaching 2.4 million viewers.

Dramas including Outrageous have further demonstrated Tibbetts’ ability to deliver culturally relevant, high-performing content that cuts through in a crowded streaming market.

Her strategy combines creative ambition with commercial impact, prioritising projects that deliver critical acclaim, strong audience response, recommissioning potential and long-term viewer loyalty. Her work ensures scripted content is a key driver of engagement on U, underpinning the platform’s broader growth in viewing, users and registrations.

Through strong relationships with producers and talent, and a clear understanding of audience demand, Tibbetts has positioned UKTV as a serious player in UK scripted. Her contribution has been central to U’s success as a streaming platform, with drama at the heart of its appeal.