The Rise of Video Podcasts: How Goalhanger is Rewriting the Rules of Content Consumption
The media landscape is undergoing a dramatic shift, and podcasts are at the forefront. But it’s not just about audio anymore. Goalhanger, the podcast production company co-founded by Tony Pastor and Gary Lineker, is demonstrating the power of video podcasts, attracting a surprisingly young audience to long-form content via platforms like YouTube. This isn’t a trend commissioners at traditional UK TV stations are anticipating, according to Pastor.
Reaching a Younger Demographic with Long-Form Content
Contrary to popular belief, the TikTok generation isn’t solely focused on short-form video. Goalhanger’s data reveals a different story. The average listener age for their shows is 33, with roughly half the audience in their 20s and early 30s. These listeners are dedicating significant time – five or six hours – to episodes covering complex topics like the history of Carthage. This challenges the conventional wisdom about audience attention spans.
“We’re getting millions of people in their 20s and 30s to watch and listen to five or six hours of long-form content about these quite sophisticated stories,” Pastor stated at MIP London 2026. This success is attributed to Goalhanger’s ability to present these topics in an entertaining and accessible way.
The Goalhanger Model: From Audio to a “TV-Like” Experience
Goalhanger’s evolution from audio-only podcasts to video-rich content is a key component of their success. They’ve invested in archival footage through deals with British Pathé and the English Premier League, secured football rights with La Liga, and incorporated animation into their productions. Pastor described this transition as creating something “much more like TV.”
This strategic move has led to impressive results. In 2025, Goalhanger generated over 750 million full-episode views and streams across 14 shows. This growth has attracted investment from The Chernin Group, enabling the company to expand its reach into the US market and explore opportunities in television, film, and live experiences.
YouTube as a Creative Playground for Broadcasters
The partnership between Goalhanger and YouTube is a central theme in this evolving media landscape. Pedro Pina, VP of YouTube EMEA, and Tony Pastor discussed this collaboration at MIP London, highlighting the platform’s potential as a “creative playground” for broadcasters. A key benefit is the ability to interact directly with the audience, particularly through live broadcasts.
Goalhanger leverages live YouTube broadcasts to foster a sense of community, with thousands of viewers commenting and contributing to the show in real-time. This interactivity not only enhances the viewing experience but also provides valuable feedback for content creators.
The Unexpected Shift to Living Room Viewing
Perhaps the most surprising revelation is the growing trend of podcast consumption in the living room. Goalhanger reports that upwards of 40% of their content is now viewed on large TVs, with viewers engaging for longer periods and often watching collectively. This suggests that podcasts are increasingly becoming a shared entertainment experience.
Frequently Asked Questions
What is Goalhanger’s key to success?
Goalhanger’s success lies in its ability to create engaging, long-form content that appeals to a younger audience, and its strategic transition to video podcasts on platforms like YouTube.
What is the average age of a Goalhanger listener?
The average age of a Goalhanger listener is 33, with about half of the audience in their 20s and early 30s.
How key is YouTube to Goalhanger’s strategy?
YouTube is crucial, providing a platform for direct audience interaction, geographic expansion, and a significant portion of overall content consumption (over 40% in the living room).
Pro Tip: Consider experimenting with live broadcasts and interactive elements to build a stronger connection with your audience.
Want to learn more about the evolving world of digital media? Explore our other articles on content creation and audience engagement.
