The Media Club · 22 May 2026 · 44 min
The Pivot To Video: What Podcasts Can Learn From The Press
In this live episode from The Podcast Show, host Matt Deegan is joined by Charlotte Tobitt of Press Gazette, Jim Waterson of London Centric, and Thomas Curry of BBC Studios Audio to discuss the podcasting industry's pivot to video, drawing lessons from the press's failed pivot to video in the 2010s. The panel reflects on the Facebook-driven video boom, the collapse of Vox Media's Vine strategy, and the current pressures from platforms like YouTube and Spotify. They debate the merits of video-first strategies, the importance of owning audience relationships, and the risks of platform dependency. The episode also covers the ARIA awards at the Roundhouse, with interviews with winners including Trevor Nelson, Elizabeth Day, BBC Sounds, and Mishal Husain, and features a segment on Audio Always's use of continuity announcements to cross-promote shows.
Key takeaways
- The panel discussed the press's pivot to video in the 2010s, highlighting Facebook's influence and the eventual collapse of video-first strategies.
- Jim Waterson shared his experience at BuzzFeed and the current challenges of running London Centric, including the time sink of video with little revenue.
- Charlotte Tobitt noted the decline in Google traffic and the importance of not relying on a single platform.
- Thomas Curry argued that podcasting should be treated like any other media business, with a focus on diversifying revenue streams.
- The episode included interviews with ARIA winners, including Trevor Nelson, Elizabeth Day, and BBC Sounds, and a segment on Audio Always's continuity announcements.
In this episode
- Intro and New Members
- Pivot to Video Discussion
- ARIA Awards Coverage
- Audio Always Interview
- Media Quiz
Notable quotes
“I'm the sort of one going on this panel going, I've got my nice print little thing online, print equivalent as a newsletter, but I accept that that's only going to have a niche audience, but it lets me do what I want. And then the enormous time sink of doing video and the resources it requires is driving me nuts.”
“I'm always stealing every good idea that we had. But the evolution of the BuzzFeed thing and the reason that people who used to work there are now running lots of the old media publications is because it was basically really focused on what do the audience want and what will they actually respond to.”
“I am so grateful to all the venture capitalists who sunk all that money. It was the most incredibly fun time to burn through that money. But I would never but it's also taught me like with my own self-funded business to never spend like there is no snack wall for my my employees and there never will be.”
“I'm a kid from Hackney we didn't dream we didn't I dreamt of having a job yeah you know I just the only thing I loved was music that's the only thing I was naturally into like music so you know to me this is this sort of thing is just a bonus I earn a living out of playing music that'll do me”
“I'm not a presenter, I'm just a teacher. You know, I don't present. I sort of just play stuff.”
Discussed
Mentioned or recommended
- The Podcast Show
- ARIA Awards
- A History of the USA in 100 Objects
- How to Fail
- Help I Sexted My Boss
- The Girls Bathroom
- Leave a Message
- The Jack and Ash Show
