podcastingaudience growthcross-promo

From TV to Podcast: Lessons Creators Can Learn from Ant & Dec’s Late-Entry Strategy

oonlyfan

2026-01-23

10 min read

How Ant & Dec’s late-entry podcast shows creators how to turn a built audience into loyal listeners with smart funnels and cross-promotion.

Hook: You’ve built an audience — now what?

Creators, influencers and publishers: you’ve spent months or years building attention on one medium. Maybe it’s TV, TikTok, YouTube or live streaming. The pain points are familiar — platform volatility, discoverability limits, high fees, and the constant need to repurpose content to keep fans paying. Launching a podcast after you’ve already established a presence is one of the smartest diversification moves in 2026 — but only if you treat it like a strategic product launch, not a hobby.

The headline example: Ant & Dec’s late entry into podcasting

In early 2026 Ant & Dec announced Hanging Out with Ant & Dec, part of a broader digital entertainment push under their new Belta Box brand. Instead of sprinting into audio when podcasting first boomed, they chose a late-entry play: lean on decades of credibility, surface classic TV clips, and create a low-friction, audience-driven audio format that invites listeners into casual conversations.

"We asked our audience if we did a podcast what would they like it to be about, and they said 'we just want you guys to hang out'", Declan Donnelly said — a simple brief, executed with a multi-platform strategy.

Why the late-entry strategy still works in 2026

The podcast landscape has matured since the early 2020s. In late 2025 and early 2026 we saw three persistent trends that make late-entry viable — and in many cases, preferable:

Better production and discovery tools: AI-assisted editing, chapter generation, and improved distribution mean lower production overhead and faster time-to-audience.
Monetization options have diversified: dynamic ad insertion, private RSS for paid tiers, native commerce integrations and micro-subscriptions let creators monetize from day one.
Audience fatigue with short-form: listeners are craving longer-form connection and personality-driven shows, especially from creators they already trust.

Core lesson: Launch a podcast as a funnel, not a silo

Ant & Dec’s move shows a key mindset shift: the podcast is another channel in a content funnel, not a separate product to be monetized in isolation. Use the show to deepen relationships, surface evergreen clips, and move fans to higher-LTV products (paid subscriptions, live events, merch).

Practical roadmap: 10 strategic steps to launch after you’re already known

Audit your audience and platforms: map where your followers are, which formats perform best (long-form vs short-form), and identify the lowest-friction migration paths (email, YouTube subscribers, Discord, Instagram).
Define the podcast’s product brief: length, cadence, pillars (e.g., nostalgia clips, listener Q&A, behind-the-scenes), and the unique value your established brand brings.
Leverage existing content: identify TV clips, viral moments, or behind-the-scenes audio that can be repurposed into episodes or teasers.
Create a pre-launch funnel: tease via clips on Reels/TikTok/YouTube Shorts, gated early access to email subscribers, and a signup incentive (early merch drop or exclusive episode). Build this with an eye toward converting micro-launches into lasting loyalty.
Pick the right hosting and delivery stack: choose a host that supports private RSS, dynamic ads, and analytics; integrate with your CRM and social schedulers.
Set monetization pillars from day one: advertising, membership tiers, merch drops tied to episodes, live tapings, and affiliate offers.
Build cross-promotion assets: repurpose each episode into microclips, audiograms, quote cards, and YouTube compilations.
Plan retention mechanics: recurring segments, listener call-ins, community-exclusive content and release schedules your audience can anticipate.
Instrument metrics: download growth, 7/30-day retention, conversion from social traffic, and LTV for paying subscribers. Use a micro-metrics approach to measure conversion velocity.
Iterate on listener feedback: run surveys, invite voice notes, and test format tweaks every 6–8 episodes.

Quick checklist: launch-ready in 8 weeks

Week 1–2: Audience audit, product brief, choose host
Week 3–4: Record 3–6 pilot episodes, create trailers, repurpose clips
Week 5: Build pre-launch funnel (email, social schedule, landing page)
Week 6: Soft launch to superfans; collect feedback
Week 7: Finalize launch episode, secure sponsors/ads if needed
Week 8: Public launch, coordinated cross-platform push

How Ant & Dec modeled audience migration — and what to copy

Ant & Dec’s Belta Box approach gives creators a playbook for converting passive fans into active listeners.

1. Ask your audience what they want

The duo solicited listener input about format. This is low-cost and high-impact: run polls in Stories, YouTube community posts, or email surveys to validate the show concept before you record a single episode.

2. Use nostalgia and exclusive vault content

They’re surfacing classic TV clips alongside new formats. If you have archival moments — best-of clips, unaired footage, or archived live streams — use them to seed episodes and drive cross-platform clicks.

3. Make entry-level content bingeable and shareable

Short clips with a clear hook drive discovery. Convert 30–90 second highlights into vertical videos, optimized with captions and a direct link to the podcast landing page or episode timestamp.

4. Keep the format low-friction

Hanging Out is a conversational, low-production format that benefits from the hosts’ chemistry. If you don’t need heavy editing to be compelling, ship faster and iterate on listener feedback.

Distribution and platform choices in 2026

Where you host and how you distribute matters. Platforms have evolved — here’s a practical breakdown:

Open RSS hosts: Best for reach and compatibility with podcast directories and private RSS tiers.
Platform-native players (YouTube/Instagram): critical for discovery and social-first traffic; treat these as promotional pillars, not your primary analytics source.
Private RSS/members-only episodes: monetize directly via patron platforms or your CMS for higher ARPU. For privacy-respecting approaches see privacy-first monetization.
Emerging audio aggregators: experiment but keep core distribution on established directories to avoid vendor lock-in.

Cross-promotion tactics that actually move listeners

Conversion is the name of the game. Ant & Dec are cross-posting classic clips and behind-the-scenes across multiple channels. Translate that into these tactical moves:

Clip to Click: create microclips with explicit calls-to-action (e.g., "Full episode link in bio + exclusive bonus for email subscribers").
Platform-first exclusives: tease a short exclusive on TikTok that drives viewers to the full episode on podcast platforms.
Gated early access: give superfans an early episode via private RSS in exchange for an email or membership sign-up.
Community potlucks: invite listeners to submit questions, voice notes or topic suggestions and feature them — this creates social proof and repeat engagement. See how micro-events become micro-communities.

Monetization blueprint for late-entry creators

Launch monetization with layered revenue streams that match audience intent and size:

Seed sponsorships: short mid-roll or dynamic ads once you have predictable downloads.
Membership tiers: private episodes, early drops, or member-only live shows — pairing good billing UX with private tiers is easier with modern billing platforms for micro-subscriptions.
Episode-tied commerce: limited merch drops tied to episode moments (a classic approach that works fast); see an advanced merch & micro-drops playbook.
Paywalled bonus content: pay-per-episode deep dives or ad-free archives via private RSS.
Live tapings & events: monetize with tickets and VIP access — particularly powerful if you have a TV- or live-performance background. There are strong playbooks for monetizing small events and pop-ups (see monetizing micro-events).

Retention levers to prioritize

Getting downloads is one thing. Keeping listeners requires simple repeatable hooks:

Recurring segments: predictability increases habitual listening (Q&A, "clip of the week").
Short-form teasers: publish micro-teasers the day after each episode to re-capture attention.
Community-first interactions: highlight listener messages and build show lore that rewards attendance.
Staggered releases: drop serialized episodes with cliffhangers to boost binge rates.

Production & workflow: do more with less

2026 tools let you compress production time. Build a simple workflow that scales:

Record multiple episodes in a block session.
Use AI-assisted rough cuts for “first pass” editing (silence removal, EQ, chapter markers).
Create a templated show intro and outro to speed mastering.
Automate clip generation and social scheduling from the same episode master file — and instrument which clips convert best with a conversion velocity lens.

Metrics that matter (beyond downloads)

In 2026, smart creators track conversion funnels, not vanity numbers:

Listener retention by episode minute: tells you where to edit and what segments to repeat.
Traffic source conversion: which social post or clip is actually driving listeners to subscribe.
Email/paid conversion rate: percent of listeners who join a membership or buy merch.
Lifetime value (LTV): revenue per listener across subscriptions, ads and commerce.

Risks & compliance considerations

Moving into audio introduces rights, privacy and content risks. From a creator-economy perspective, watch for:

Clip clearance: ensure you have rights to republish TV footage or archived audio.
Ad disclosure and regulatory compliance: follow local rules for sponsored content and native ads — and be prepared with a privacy incident playbook (see post-incident guidance).
Audio piracy & leaks: use private RSS with tokenized links for premium content.
Platform policy alignment: if you monetize via third-party networks, check adult-friendly and ad policies in advance.

Case study teardown: What Ant & Dec got right (and what you can copy)

Brand leverage: Their decades-long TV footprint gives instant credibility — solutions for smaller creators: collaborate with a known guest or repurpose best-performing content to simulate brand lift.
Multi-channel funneling: Belta Box is a hub across YouTube, TikTok, Instagram and Facebook — mirror this by using a single landing page that aggregates audio, clips and membership options.
Audience-first format: they asked listeners what they wanted. Do the same with micro-tests and treat your first 6–8 episodes as R&D.

Advanced tips for creators with existing audiences

Split-test hooks: run parallel creative tests (two trailer styles) and double down on the converting creative.
Data-driven guest selection: invite guests who bring measurable cross-audience lift (check social follow overlap before booking).
Bundle ecosystem offers: tie podcast membership to discounts on merch, priority access to live streams, or co-branded partner deals.
Localized content: if you have international fans, produce short translated episode recaps to increase discovery in non-English markets.

Common late-entry mistakes — and how to avoid them

No pre-launch plan: avoid launching without email capture or at least one cross-promotional asset on each major platform. Your pre-launch funnel should be explicit about the migration path.
Overproducing before testing: ship a minimum viable show first, then invest in quality once you know the format works.
Ignoring analytics: use retention and conversion metrics to shape future content — gut-based direction alone won’t scale.
Relying only on one platform: own your list and your private RSS so you’re not hostage to a single app’s algorithm changes.

Future-facing predictions for 2026–2027

Expect these developments to make late-entry strategies more potent:

Audio personalization: dynamic intros or ad swaps based on listener profile will let creators increase CPMs and engagement.
AI co-creation: assistants that draft show notes, SEO-optimized episode descriptions and audiograms will cut production time further.
Interoperable memberships: cross-platform bundles where one membership unlocks benefits across multiple creator channels will become the norm.

Actionable takeaways — your 30/60/90 day plan

Days 0–30

Audit audience, choose host, draft 3–6 episode briefs
Run platform polls and collect listener topics
Record one pilot and create 3 microclips

Days 31–60

Build pre-launch landing page and email capture
Record 3 additional episodes, set up ad or sponsor outreach
Soft-launch to superfans and collect feedback

Days 61–90

Public launch with coordinated cross-platform push
Iterate format based on retention metrics and listener feedback
Launch first monetization pillar (membership or sponsor)

Final thought

Ant & Dec’s move into podcasting proves a powerful point for creators in 2026: late entry is not a handicap when backed by an intentional funnel, cross-platform distribution and audience-driven format design. Treat audio as a strategic product — use it to deepen relationships, surface evergreen content and create new revenue channels.

Call to action

Ready to move from one medium to many? Download our 8-week podcast launch checklist, or get a tailored channel-audit and migration plan for your brand. Start the migration with a clear funnel — and turn listeners into loyal customers.

onlyfan

Contributor

Senior editor and content strategist. Writing about technology, design, and the future of digital media. Follow along for deep dives into the industry's moving parts.