PodcastsCreator TipsAnt & Dec

Ant & Dec’s First Podcast: Why Big TV Hosts Are Moving to Audio — and How to Do It Right

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2026-01-28

10 min read

How Ant & Dec’s Hanging Out shows TV stars can own audiences, repurpose TV gold, and build diverse revenue with smart podcast launches.

Hook: Why TV Hosts, Teams, and Creators Are Frustrated — and How Ant & Dec Solved It

Fans complain: live moments are scattered, exclusive backstage content is locked behind channels, and it’s hard to find a single place to follow a favourite presenter’s voice. Creators complain too: platform rules, split revenues, and fragmented audiences make monetization and community-building a headache. Enter Ant & Dec’s Hanging Out — their first podcast and the centrepiece of a new digital hub called Belta Box. Their move answers a twin problem for big-TV talent in 2026: how to regain direct access to audiences and convert decades of TV capital into sustainable revenue and community.

The Big Picture: Why Established TV Hosts Move From Screen to Speaker in 2026

In late 2025 and early 2026, we’ve seen a clear acceleration: established TV personalities launch podcasts not as an afterthought, but as a strategic business pivot. The drivers are simple and measurable.

Audience ownership: Podcasts use RSS and first-party data and direct audience channels (email, push, paid subscriptions), making first-party data and recurring revenue easier to capture than platform-dependent clips.
Long-form intimacy: Audio creates unfiltered, conversational intimacy that TV’s tightly scripted formats often can’t match — perfect for personalities built on chemistry like Ant & Dec.
Content repurposing economy: Audio episodes are a launchpad for short-form social clips, newsletter excerpts, paid episodes, and live ticketed events.
Monetization diversity: Sponsorships, dynamic ads, memberships, merch, and live recordings all stack in a creator-first business model.
Creative control: Podcasts let hosts experiment with format, guests, and commerce without network gatekeepers.

Why Ant & Dec’s Hanging Out Is a Useful Case Study

Ant & Dec launched Hanging Out as a central piece of Belta Box — a multi-platform entertainment brand hosting classic TV clips, short-form formats, and new digital-first material. Their approach shows a modern blueprint for TV-to-podcast transitions:

Use existing fame to jump-start distribution and PR.
Repurpose legacy TV clips to feed social algorithms while driving listeners to long-form audio.
Ask the audience what they want — then give it to them. (“We asked our audience… 'we just want you guys to hang out,'” Declan Donnelly said.)
Layer multiple revenue streams under a branded hub.

"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." — Declan Donnelly

What Makes a TV-to-Podcast Launch Successful: Practical Playbook

If you’re a TV host, producer, or creator team planning a podcast launch in 2026, follow this step-by-step operational playbook inspired by Ant & Dec’s launch and modern podcasting trends.

1. Define a Clear Brand & Audience Promise (Week –6 to 0)

Promise: Identify the emotional hook. Ant & Dec’s promise: unfiltered hangouts with fan Q&A and nostalgia. Your promise should be one sentence: who, what, and why it matters.
Audience mapping: Map primary (superfans), secondary (curious TV audiences), and tertiary (new podcast listeners) targets, and list where each spends time online.
Signature format: Decide episode length, cadence, and recurring segments (warm-up, story, listener Q, wrap). Keep a single consistent frame in early episodes to build habit.

2. Production & Tools (Week –4 to Launch)

AI tools speed editing and create rough cuts, but authenticity still wins. Use AI for time-saving tasks, not to fake the hosts’ voice.

Team: Host(s), EP/producer, editor, social/video editor, distribution manager, and a small legal/clearance contact. With TV talent you’ll need rights clearance for any archived clips.
Studio vs remote: Prioritize great audio — consider a basic isolation booth or high-quality remote solutions (local recording backup + cloud upload). Ant & Dec will likely blend studio sessions with remote hangouts for flexibility.
Equipment checklist: Quality dynamic mics (e.g., Shure SM7B or equivalent), audio interface, headphones, pop filters, mic stands, shock mounts. For video versions: two cameras, soft lighting, and capture for multi-angle clips.
Editing stack: DAW (Audacity, Adobe Audition, or Logic), Descript or similar for transcription & rough cuts, and automation for loudness (LUFS -16 for podcasts). See our SEO & transcript toolkit recommendations for getting transcripts right.

3. Distribution Strategy (Launch Week)

Make discovery easy and omnichannel:

Audio hosts: Upload to a professional host with robust analytics and dynamic ad insertion (DAI) — that lets you monetize older episodes over time.
RSS syndication: Ensure Apple Podcasts, Spotify (including video podcast option), Google Podcasts, Amazon Music, and regional players are all covered.
Video-first distribution: Post a long-form video version to YouTube. Ant & Dec’s Belta Box model proves the value of pairing audio with archive clips and visual content to catch younger audiences on TikTok and Instagram.
Social-first clips: Produce 8–12 short vertical clips per episode for TikTok, Reels, and Shorts. Use captions, 5–10 second hooks, and CTAs to subscribe/listen.

4. Launch Marketing & Audience Building (First 90 Days)

Launch is a sprint and then a marathon. For Ant & Dec, cross-platform promotion and legacy TV reach will drive initial downloads; for most creators, a layered plan wins.

Teasers: Use 15–30 second teaser clips tied to visual nostalgia or a surprising anecdote. Drop these across socials with a release date.
Email & SMS: Promote to your first-party list the day before and day of launch. Use an email-only clip to reward subscribers and lift initial listens.
Guest swaps: Book cross-promotional guests or have top-tier creators do swap promo clips to reach new pockets of listeners.
Community: Open a Discord or Telegram channel for superfans. Ant & Dec’s Q&A format lends itself to weekly fan-driven prompts.
Press and PR: Secure profiles and features that tell the story behind the move (e.g., “why TV hosts are pivoting to audio in 2026”).

Advanced Audience Building & Retention Techniques

Once you have ears on the show, the goal is deeper engagement and predictable monetization. Ant & Dec’s strategy is instructive: they’re building an ecosystem, not a single product.

1. Repurposing as a Growth Engine

Turn each long episode into a content machine:

Short clips: 30–90 second moments optimized with captions, hooks, and visual context.
Audiograms: Branded waveform clips for social with a link to the episode.
Transcripts & SEO: Post full transcripts with timestamps on your website. Transcripts improve discoverability and create SEO entry points for long-tail keywords.
Legacy clips: Use TV archives to create nostalgia-driven promos but clear rights and label each clip with provenance to avoid IP disputes.

2. Data-Driven Growth

2026 emphasis: first-party data and conversion measurement.

UTM tagging: Use UTM codes on every social clip to see which platforms drive subscribes and conversions.
Pixel and newsletter funnels: Link podcast landing pages to newsletter signups and gated content; measure conversion rates to improve CTAs.
Listener surveys: Use short in-episode surveys or social polls. Ant & Dec asked fans what they wanted — do the same to reduce assumptions.

Monetization: Diverse Revenue Streams for TV-to-Podcast Creators

Podcast monetization is no longer just host-read ads. Ant & Dec’s Belta Box shows how to stack revenue with content and community.

Primary Monetization Tactics

Sponsorship & DAI: Sell episodic sponsorships and use dynamic ad insertion for evergreen revenue. Match sponsors to audience values to maintain trust.
Platform subscriptions: Offer bonus episodes, ad-free feeds, or early access via Apple/Spotify subscriptions or an on-site member tier.
Merch & Bundles: Launch limited-run merch tied to inside jokes or popular segments. Pair merch bundles with signed tickets for live shows — or convert merch hype into real-world presence with a Pop-Up to Permanent plan.
Live ticketing & festivals: Record live episodes with a paying audience. This is a natural extension for established TV hosts with performative chemistry.
Licensing & clip libraries: Monetize your archive by licensing clips for broadcasts, compilations, and branded content.
Affiliate & commerce partnerships: Use affiliate codes for products discussed on-air. Transparently disclose relationships to keep trust intact.

Negotiation Benchmarks (2026 Perspective)

In 2026, ad buyers expect layered metrics — engaged listenership, conversion lifts, and first-party data. For established names, use your TV reach as leverage but insist on brand safety and campaign measurement. Ask for:

CPM floors for host-read ads
Performance-based bonus clauses tied to trackable conversions
Creative control clauses to keep messaging native

Content Repurposing Workflows: Turn One Episode Into Twenty Assets

Ant & Dec’s Belta Box is built on repurposing — classic TV moments plus new podcast excerpts feed social, email, and paid tiers. Here’s an efficient workflow.

Record: Capture multi-track audio and video (if possible).
Edit: Produce the long-form episode and create a short “best bits” edit.
Transcribe: Auto-transcribe, then human-edit for accuracy and SEO-friendly phrasing.
Clip: Identify 8–12 high-potential moments and export vertical edits with captions.
Publish: Publish the episode with full notes, transcript, and chapter markers. Post clips on socials and link back to the episode page.
Recycle: Schedule evergreen clips over months using DAI and time-sensitive promos for live events and merch drops.

Legal and Operational Risks TV Hosts Must Manage

Moving from TV to podcast introduces rights and clearance issues that TV teams must preemptively address.

Archive rights: Clear permissions for any TV clips used; agreements may restrict reuse in paid environments.
Music licensing: Avoid unlicensed music or use licensed libraries; music on podcasts has stricter rules than social clips.
Talent waivers: Get guest release forms for commercial use and repurposing.
Deepfake and AI boundaries: If you use AI tools (voice-cloning or synthetic edits), be transparent with listeners and secure consent from talent.

Metrics That Matter: What to Track in 2026

Downloads still matter, but in 2026 the stack of useful metrics is broader and action-oriented.

Subscriber growth: Paid vs free, measured weekly and monthly.
Engagement: Completion rate, shares, and time-listened.
Conversion metrics: Newsletter signups, merch purchases, ticket sales tied to specific CTAs or UTM sources.
DAI revenue per episode: Helps measure evergreen monetization.
Short-form performance: Click-to-listen rates from social reels and shorts.

Future-Proofing: Predictions for TV-to-Podcast Moves Post-2026

Based on what we’re seeing with Ant & Dec and other high-profile transitions, here are credible predictions to prepare for:

Branded universes: More TV hosts will build publisher-like hubs (audio, video, merch, live events).
Subscription-first models: Premium tiers with gated content and early access will become a baseline revenue channel for big-name creators.
AI augmentation: Generative tools will handle transcription, draft show notes, and assist editing — but ethical use and transparency will set trusted brands apart.
Interactivity: Live audio recordings with in-episode Q&A, tipping, and microtransactions will deepen monetization.

Actionable Checklist: Launch Your TV-to-Podcast Plan in 90 Days

Week -12 to -8: Define brand promise and primary audience. Draft 6 episode outlines.
Week -8 to -4: Assemble team, secure studio/equipment, and map legal clearances for any archive clips.
Week -4 to 0: Record pilot episodes, build landing page with newsletter capture, and prepare social assets.
Launch Week: Release 2 episodes, send email blasts, and seed short-form clips. Open community channels.
Post-Launch (0–90 days): Release weekly content, measure first-party metrics, iterate on format based on listener feedback.

Final Takeaways: What Ant & Dec Teach Us About Doing This Right

Ant & Dec’s Hanging Out launch shows a core truth: when big-TV hosts pivot to audio, they aren’t abandoning TV — they’re building an owned ecosystem that amplifies legacy content, engages fans directly, and unlocks new revenue. The practical steps are replicable: clarify your promise, invest in production and data, repurpose ruthlessly, and diversify monetization.

Most importantly: ask your audience what they want — then deliver consistently. Ant & Dec did exactly that: a simple ask led to a simple product — and a clear strategy for scaling it across platforms.

Call to Action

Ready to turn a TV career or show into a sustainable audio-first business? Start with our 90-day launch checklist and repurposing workflow. Subscribe to our creator newsletter for tools, templates, and real-world case studies like Ant & Dec’s Hanging Out — then tell us: what would your audience say if you asked them how you should hang out?

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