The podcast world is quietly staging a coup on traditional television, and nobody seems to have noticed the battle lines being drawn. Goalhanger, the production company behind hits like “The Rest is History” and “The Rest is Football,” isn’t just seeing impressive listenership numbers – they’re witnessing a full-blown shift in consumption habits. Viewers are *watching* podcasts now, and for nearly as long as they used to listen. A staggering 77% of Goalhanger’s audience engages visually with their content, and that’s not just a nice-to-have; it’s a fundamental re-evaluation of what “podcasting” even means.
- Podcasts are evolving from audio-only to visually-driven content, blurring the lines with television.
- Advertisers are increasingly prioritizing video advertising due to its measurability and scale, potentially impacting audio-only podcast revenue.
- Goalhanger is strategically positioning itself as a broadcaster across multiple platforms, including potential expansion into FAST (Free Ad-Supported Streaming Television) channels.
Sam Oakley, Goalhanger’s head of digital and social, succinctly captured the shift: the industry needs to move from asking “wherever you get your podcasts” to “however you get them.” This isn’t simply about accessibility; it’s about recognizing that the audience isn’t confined to earbuds anymore. They’re on trains, couches, and, crucially, in living rooms with 4K screens. And Goalhanger is adapting, moving beyond simply filming conversations to building visuals *into* the storytelling. The integration of archival footage in “The Rest is Football” is a prime example – it’s not an afterthought, it’s integral to the experience.
But this isn’t just a content play; it’s a shrewd financial maneuver. As James Chandler, chief strategy officer at IAB U.K., points out, “Video is how advertisers access scale.” Budgets are consolidating around video because it’s easily measurable and fits neatly into existing advertising frameworks. Audio, by contrast, remains somewhat of an outlier. Goalhanger is capitalizing on this, recognizing that the CPMs (cost per mille) and ad dollars follow the eyeballs – and those eyeballs are increasingly glued to video. The company is already testing the waters with a broadcast deal for “The Rest is Football” during the 2026 FIFA World Cup, a clear signal of intent.
The reliance on social media platforms like Instagram, Facebook, and TikTok is a double-edged sword. While short-form clips are driving significant traffic – 1.2 billion views and streams out of a total 1.8 billion came via social platforms in 2025 – Goalhanger is acutely aware of the algorithmic volatility. The platforms could, at any moment, prioritize AI-generated content or shift their recommendation algorithms, potentially burying thoughtful, intellectual content. Oakley’s concern about platforms filtering for “thoughtful, intellectual content” is a pointed one; it highlights the inherent risk of building a strategy on rented land.
Despite these risks, Goalhanger’s compass is firmly set on television. Whether it’s streaming, YouTube, or a potential FAST channel, the company is positioning itself as a modern broadcaster that happens to excel at audio. The recent addition of an editorial director for written content – newsletters, specifically – further underscores this evolution. Goalhanger isn’t just a podcast shop anymore; it’s building a multi-format content empire. The next move, whether it’s further broadcast deals or a foray into FAST, will be a fascinating indicator of how the podcasting landscape will reshape the future of entertainment.
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