Insights from Tony Pastor on the Podcast Industry
Tony Pastor, co-founder of Goalhanger, recently made a compelling case for the appeal of podcasts among younger audiences during a keynote address at MIP London. He emphasized that the content being devoured by these listeners is of a type that traditional TV networks in the UK would typically not consider.
Optimism in the Podcasting Realm
During his presentation last night, Pastor expressed a strong optimism about the future of podcasting. He debunked common perceptions about the preferences of the TikTok generation for only short-form content, revealing instead that their tastes are quite the opposite. Pastor shared that the average age of their podcast listeners is 33, with a significant portion of them being in their 20s and early 30s. These listeners are engaging deeply with series such as a five-episode exploration of the history of Carthage, a topic that presents a significant intellectual endeavor.
Challenging Conventional Content Norms
Pastor pointed out the unique appeal of their podcasts, highlighting that they attract millions of young adults who spend hours consuming long-form content on complex subjects, delivered in an engaging manner. This, he noted, is something that TV executives might not typically back.
Strategic Expansion and Evolution of Goalhanger
Goalhanger, which Pastor founded alongside soccer icon Gary Lineker, has recently seen investment from The Chernin Group. This partnership aims to broaden their scope across various media forms including TV, film, digital, print, and live events. Pastor discussed the evolution of their podcast offerings, particularly those under the The Rest is… series, which now adopts a format increasingly akin to television.
Embracing Multimedia in Podcasts
With strategic partnerships and content rights, including deals with British Pathé and the English Premier League, Goalhanger has enhanced its podcasts with high-quality visuals and animations. Pastor explained that these elements help their content perform better on platforms like YouTube by offering a TV-like experience.
Diverse Offerings and Recognition
Goalhanger’s diverse podcast portfolio includes titles like The Rest is Football, The Rest is Entertainment, The Rest is Science, and the newly introduced Book Club. Their historical series, The Rest is History, has not only been a huge success but was also named Apple’s podcast of the year and is currently being adapted for television.
Surprising Viewership Trends
Pastor shared impressive statistics for The Rest is History, noting it achieved 26 million downloads last month alone, with a significant portion coming from YouTube. The average view time per episode exceeded 40 minutes, a stark contrast to the typical usage patterns on YouTube. Additionally, a notable number of viewers are watching the podcast on connected TVs, indicating a preference for a more traditional viewing experience, which Goalhanger aims to cater to with their TV adaptations.
Adapting for Television
The podcast, hosted by historians Tom Holland and Dominic Sandbrook, boasts over 600 episodes and is in the process of being adapted for TV by Brent Montgomery’s Wheelhouse.
The event at MIP London where these insights were shared concluded today, February 24.
Daniel Hayes is a business journalist with a focus on market trends, startups, and corporate strategies.
His sharp analysis and investigative reports make complex financial topics accessible to all readers.
