Ant & Dec’s ‘Hanging Out’: Why Veteran TV Hosts Are Moving Into Podcasts — Late to the Party or Smart Pivot?

Ant & Dec’s 'Hanging Out': Why Veteran TV Hosts Are Moving Into Podcasts — Late to the Party or Smart Pivot?

Hook: If you’re tired of fragmented streaming schedules and endless promotional TV clips, you’re not alone — audiences want direct access to the personalities they trust. Ant & Dec’s new Hanging Out arrives amid a rush of TV talent moving to audio. Is it a belated arrival or a strategically timed media pivot? This piece breaks down the stakes, the business models, and practical steps for TV hosts and producers thinking about a similar move.

Top line (read first)

Ant & Dec’s podcast launch — part of their new Belta Box digital channel — makes sense as a brand-extension play in 2026. While the market has matured (and the low-hanging fruit of early-audio converts is gone), opportunities remain for legacy TV hosts who can convert deep trust into sustained engagement, subscriptions and cross-platform revenue. Recent industry evidence — such as Goalhanger exceeding 250,000 paying podcast subscribers in late 2025 — shows clear, replicable pathways to monetisation if the strategy is right.

Why Ant & Dec's move matters now

Ant & Dec are among the UK’s most recognisable TV duos. Their brand equity lets them skip the discovery phase many newcomers face. Their announcement that Hanging Out will run on Belta Box and across platforms including YouTube, Facebook, Instagram and TikTok signals a hybrid strategy: audio-first content supported by visual distribution and owned-audience tactics.

"We asked our audience if we did a podcast what would they like it be about, and they said 'we just want you guys to hang out'. So that's what we're doing - Ant & I don't get to hang out as much as we used to, so it's perfect for us." — Declan Donnelly

Contextual trends (2025–2026)

• Creator-owned subscriptions rose in late 2025 and early 2026 as podcast networks shifted from ad-only models to membership tiers. Goalhanger’s 250,000 paying subscribers and roughly £15m/year revenue is a concrete benchmark for what’s possible when you combine a premium product with merch, live events and community perks.
• Cross-platform distribution is now table stakes: podcasts must feed short-form video, newsletters, and live experiences to retain attention in 2026.
• AI-driven discovery improved recommendation surfaces across major platforms in 2026, but discoverability still heavily favours names with existing mass awareness.
• Audience fragmentation continued: while reach is harder to aggregate, loyalty is more valuable. Premium listeners are willing to pay when shows deliver exclusives, ad-free listening and community access.

Ant & Dec: Late to the party or smart pivot?

Short answer: both. The podcast boom peaked earlier in the decade, but the market’s maturation opens clearer monetisation routes and audience-first product strategies — making 2026 more about quality and community than first-mover advantage.

Why they might be late

• Market saturation: tens of thousands of shows compete for time and ad dollars, and many fans already listen to established media personalities in audio form.
• Discovery friction: new shows without a distinct format or value prop can struggle to break through, especially in the ad-first ecosystem.

Why the move is smart

• Built-in audience: Ant & Dec have decades of loyalty across ITV shows and live events — a huge advantage in converting listeners quickly.
• Cross-platform play: their decision to host content on Belta Box plus mainstream social platforms leverages both owned distribution and algorithmic reach.
• Low friction format: a conversational 'hang out' podcast is production-light yet highly engaging, and fits modern audience preferences for intimacy and authenticity.
• Monetisation runway: beyond ads, they can adopt subscriptions, early access, bonus episodes, live events and merchandise — the same revenue streams Goalhanger has scaled aggressively.

What Ant & Dec can learn from Goalhanger’s playbook

Goalhanger’s network success — surpassing 250,000 paying subscribers and roughly £15m of annual subscription revenue — provides a practical blueprint for monetising audio in 2026.

Key takeaways from Goalhanger

1. Tiered memberships work: mix ad-free listening, early access, bonus content and community perks (Discord, newsletters) to increase lifetime value.
2. Live events scale revenue: members often convert to paid live shows or premium ticket tiers; this diversifies income beyond platform ad markets.
3. Network effects amplify reach: a stable of shows allows cross-promotions that reduce customer acquisition costs and raise subscriber conversion rates.

For Ant & Dec, the implication is clear: use the Belta Box network to cross-promote, offer premium tiers, and convert their TV audience into paying subscribers or superfans.

Audience crossover potential: TV viewers to podcast listeners

Not all TV audiences become podcast listeners. The conversion depends on demographics, listening habits, and the perceived value of the podcast format. But certain host attributes increase likelihood:

• Familiarity: long-running hosts with trusted personas (like Ant & Dec) convert better.
• Regularity: weekly or biweekly cadence helps form listening habits.
• Exclusive content: behind-the-scenes stories, unfiltered banter and listener interactions make the audio unique.
• Cross-format snippets: repurposing audio clips into short-form channels attracts non-listening fans via social platforms.

Projected conversion metrics (benchmarks for 2026)

Based on industry patterns in late 2025–2026: converting 1–3% of a large TV audience into engaged, recurring listeners is realistic if the launch is well-marketed. For premium subscriptions, converting 0.5–1% into paid memberships is a strong outcome during the first 12 months for established TV brands.

Pros and cons for TV hosts moving into podcasts

Pros

• Creative freedom: bypass network gatekeeping to experiment with formats and longer conversations.
• Revenue diversification: ad sales, sponsorships, subscriptions, live events and merch.
• Audience longevity: podcasts help maintain relevance between TV seasons.
• Owned assets: controlling your feed and platform relationships builds long-term value.

Cons

• Fragmentation risk: spreading attention across too many channels can dilute brand impact.
• Operational costs: while low-cost formats exist, professional production and community management require investment.
• Monetisation lag: building a subscription base takes time and a clear value proposition.
• Competition: crowded field means top-of-funnel promotion is necessary.

Actionable playbook for TV hosts launching a podcast in 2026

Whether you’re Ant & Dec or a regional TV personality, the following tactical roadmap will help tilt the odds in your favour.

1. Define the unique value proposition

• Ask: what can listeners get from this podcast that they can’t get from your TV appearances? (e.g., candid conversations, extended storytelling, audience Q&A).
• Test UGC: use social polls to validate ideas (Ant & Dec already asked their audience what they wanted).

2. Pick a hybrid distribution strategy

• Primary audio on podcast platforms (Spotify, Apple, Google) plus an RSS feed for ownership.
• Support with video: upload a trimmed, high-energy visual version to YouTube and create short-form clips for TikTok and Instagram.
• Reserve longform visuals for subscribers or special livestreams — this adds premium differentiation.

3. Build an early engaged community

• Launch with a multi-episode drop to encourage binge listening and stronger chart positioning.
• Offer an entry-level free newsletter and a paid tier for early access, bonus episodes, and member-only chats (Discord/Slack).
• Run live Q&A tapings to turn listeners into paying fans and test content ideas in real time.

4. Monetisation layering

• Start with sponsorships targeted at your demo, then layer subscriptions for superfans.
• Leverage live events and premium ticketing early — they often pay back acquisition costs.
• Bundle content: combine podcast membership with exclusive video, newsletters, and early tickets to increase perceived value.

5. Measure the right KPIs

• Listen-to-completion rate and 30-day retention to monitor content stickiness.
• Conversion rate from social impressions to listens, and from listens to subscribers.
• ARPU (average revenue per user) for paid tiers, and LTV (lifetime value) projections for long-term planning.

6. Repurpose intelligently

• Clip 60–90 second highlights for social; longer clips for YouTube with captions and subtitles.
• Use audiograms and episode transcripts for SEO and accessibility — these feed search discoverability in 2026’s AI-rich landscape.

Editorial and production tips for established TV hosts

Production values matter, even for ‘hang out’ formats. Here are pragmatic guidelines that balance authenticity with quality.

• Sound design: invest in consistent audio levels, music stings, and a simple sonic brand that matches your TV persona.
• Episode structure: open with a 30–60 second hook, deliver a core content block (story, interview, listener questions) and close with a repeatable sign-off that promotes the next episode.
• Guest strategy: use guests to expand reach but ensure they fit your core audience and format.
• Legal and rights: clear music rights and TV clip permissions — especially important when migrating TV highlights onto owned platforms.

How to judge success in year one

For big-name hosts, success is multi-dimensional in 2026. Look beyond downloads and focus on:

• Active audience conversion: percentage of listeners who subscribe, sign up for a newsletter, or buy tickets.
• Engagement depth: comments, DMs, and community participation rates.
• Revenue diversity: proportion of income from ads vs subscriptions vs live events vs merch.

Final verdict: Ant & Dec’s Hanging Out

Ant & Dec’s Hanging Out is not late in the sense of being irrelevant — it’s late to a phase of discovery but timely for monetisation and audience deepening. Their brand recognition, combined with a multi-platform rollout on Belta Box, gives them an edge most newcomers lack. If they apply a Goalhanger-style subscription model, prioritise community-building and repurpose content across short-form channels, Hanging Out can convert AI-era discoverability and TV-level trust into sustainable revenue.

Essential action checklist for hosts considering the pivot

• Validate format with your audience before launch (polls, focus groups).
• Plan a hybrid distribution model: audio + video + social snippets.
• Design a membership tier from day one: small perks scale loyalty.
• Invest in basic production and a consistent schedule.
• Track conversion and retention — not just downloads.

Quick wins for Ant & Dec in the first 90 days

1. Launch with 3 episodes and a live-streamed premiere to boost early charts.
2. Offer an introductory members-only episode or backstage content to convert early superfans.
3. Cross-promote heavily on ITV and use classic TV clips to draw TV fans into the podcast funnel.
4. Use short-form vertical clips for TikTok and Instagram Reels to capture younger listeners.

Closing thoughts

The migration of TV hosts to podcasting in 2026 is less a trend and more a strategic evolution. The market has matured, technology has improved, and audience behaviours have shifted toward paying for community and exclusives. Ant & Dec's podcast launch is a textbook case of a legacy-media duo moving into creator-first distribution with the potential to monetise deeply. They aren’t necessarily early movers anymore — but they don’t need to be. With the right audience strategy and business model, a smart pivot now can secure long-term relevance and revenue.

Call to action

If you’re a TV host, producer or media buyer planning a podcast launch in 2026, don’t wing it. Sign up for our weekly industry brief at dramas.pro for case studies, distribution playbooks and real-world conversion benchmarks. Want a tailored launch checklist for your show? Contact our editorial team — we’ll audit your audience, recommend formats and map a monetisation plan that fits your brand.

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