A fast-growing shift in digital media is raising a wider question about how audiences want to consume stories in an age where audio, video, and live experiences now collide.
Charlie Glenn, Brand and Marketing Strategist at Snap, reflects on insights shared by leading podcast producer Goalhanger, exploring how the evolution of podcasting is reshaping discovery, connection, and the way modern brands build communities.
Podcasting used to be the quiet corner of the internet. A pair of hosts, a mic, and an audience who listened while cooking, commuting, or walking the dog. But those days are long gone.
At Web Summit, Goalhanger, one of the world’s leading independent podcast producers, shared how they went from a kitchen-table setup to selling out the O2 Arena. Their story is a masterclass in evolution, agility, and knowing when to follow your audience rather than your comfort zone.
From TV to audio to everywhere
Goalhanger began as a TV production company making sports documentaries. It was a solid model: pitch an idea, get a budget, deliver a programme, take a margin. But it was also unpredictable, limited by commissioners, and bound by broadcast schedules. Then came 2018. With a few hundred pounds’ worth of audio equipment, the team decided to create their own content. No gatekeepers, no waiting for approval, just stories they believed in.
Their podcast The Rest is History became a phenomenon, followed by The Rest is Politics, The Rest Is Entertainment and a string of others. Fast forward a few years, and they now reach more than 70 million listens a month, with audiences averaging 40 minutes of engagement per session. In a world obsessed with short attention spans, that number says everything.
The rise of the eyes-optional experience
What makes Goalhanger’s growth fascinating is how they have embraced video without losing the essence of podcasting. Their shows are still designed to work as pure audio, but they also look good enough to compete with streaming platforms.
The data proves why. On their biggest shows, most people are now watching, not just listening.
YouTube has become the new discovery engine for podcasts, and this hybrid “eyes-optional” format has created a space somewhere between TV, talk radio, and community-driven storytelling. As one of the speakers put it, “We’re not a TV company anymore, but we’re definitely not just an audio company either.”
This is what modern media looks like. It’s not about format, it’s about access. It’s meeting audiences wherever they want to consume, whether that’s in their ears, on their screens, or live on stage.
When podcasts become events
Goalhanger’s move into live shows has been another revelation. Last year, they sold out the O2 Arena, filling 15,000 seats for what started as a simple podcast. That’s not niche. That’s community at scale.
It shows that podcasting isn’t just about content, it’s about connection. Listeners aren’t passive; they’re invested. They buy tickets, join chat communities, pay for memberships, and engage in person. That emotional bond between hosts and listeners has become the podcast industry’s biggest superpower and its most valuable currency.
Discoverability, distribution, and the indie advantage
One of the hardest parts of podcasting, especially for independents, is being found. As Goalhanger’s co-founder explained, “You can make one of the best shows in the world, but if no one knows about it, it doesn’t matter.”
Platforms like YouTube are changing that. For indie podcasters, it’s no longer about hoping someone stumbles across your feed. It’s about learning how algorithms surface great content, optimising for discoverability, and using short-form video to draw new audiences in.
But the warning was clear. Over-optimising for clicks can pull creators away from authenticity. The key is to believe in the content you make and focus on finding the right audience, not every audience.
Memberships over monetisation
While advertising still drives most of Goalhanger’s revenue, it’s the memberships that really matter. Over 200,000 paying members subscribe across their shows, not just for early access or ad-free listening, but for something deeper: community.
Memberships turn passive listeners into superfans. They create sustainable revenue, predictable growth, and a sense of belonging that no sponsorship deal can replace. And that’s the real future of podcasting. Not ad models or distribution hacks, but connection.
Why it matters to us
At Snap, we’ve seen the same shift firsthand through In The Mix, our own podcast that’s now entering its second season. It’s where we talk about agency life, modern business, campaigns, and everything in between.
We’ve shared the format on Instagram, YouTube Shorts, and TikTok, and the response has been incredible. It’s been more than brand building; it’s been about connecting with people who actually care about the same things we do. It’s genuine and fresh, not stuffy or over-edited, and that’s exactly what Snap is all about: building real partnerships and having a laugh while doing incredible work.
And we’re just getting started.
Soon, we’ll be launching our very own content studio with a full podcast setup, designed to help others harness this format too. Whether you’re a brand ready to start your own series or a team looking to connect more meaningfully with your audience, podcasting has so much to give, and we can’t wait to open those doors. Because the best conversations don’t just happen online. They happen when you make space for real stories, real people, and real creativity.
Snap’s team of innovative designers, data driven marketers & pixel perfect developers, create lasting digital experiences. They work with an extensive range of clients from independent start-ups to established multi-jurisdictional companies. For more information, get in touch via the website or [email protected]
