The Current Podcast: Goalhanger’s Tony Pastor on Building a Global Podcast Brand
Release Date: February 5, 2025
In this episode of The Current Podcast, hosts Damian Fowler and Ilyse Liffreing engage in an in-depth conversation with Tony Pastor, co-founder of Goal Hanger—the UK’s premier independent podcast production company. Pastor shares his journey from traditional television production to pioneering a successful podcast brand, offering valuable insights into content creation, audience engagement, and the evolving podcasting landscape.
1. Founding Goal Hanger
Tony Pastor delves into the origins of Goal Hanger, highlighting the collaboration with Gary Lineker, a renowned media figure and former footballer.
“I set up Goal Hanger with my co host, Gary Lineker, who in the UK is a well known media figure and former footballer.” [01:03]
After a productive stint at ITV focusing on sports documentaries, Pastor transitioned to launching Goal Hanger in 2014. Initially concentrating on niche sports documentary content, the company pivoted towards podcasting in 2019, rapidly gaining traction in the competitive UK market.
2. Achieving Success in a Crowded Market
Damian Fowler probes into how Goal Hanger stands out amidst thousands of podcasts.
“The big challenge in the world of podcasting is discoverability.” [02:06]
Pastor explains that leveraging successful podcasts like Rest Is History paved the way for launching other shows by establishing a loyal listener base. The transition from a niche World War II history podcast to broader topics demonstrated the viability of intelligent and engaging content.
“Once we had the Rest Is History at a super successful level, it made the launch of political shows and our entertainment shows and our sports shows that bit easier.” [02:52]
3. The Creative Formula Behind Hit Shows
Pastor elaborates on the essence of Goal Hanger’s flagship podcasts, emphasizing authentic conversations and expert knowledge.
“The format of intelligent people talking in an entertaining way about something they know a great deal about really could work.” [04:07]
For instance, Rest Is History combines historians and comedians to create engaging narratives, making history accessible and entertaining. Similarly, Rest Is Football leverages the camaraderie among former football stars to deliver insightful and humorous discussions on football.
“They basically bring that conversational style, that very matey, friendly, but intelligent and analytical style to their conversations.” [05:37]
4. Navigating the UK Podcast Market
Pastor assesses the UK’s podcast landscape, juxtaposing it with traditional broadcasters like the BBC.
“One of the great attributes of podcasting... is that you can super serve a group of people who want something very specific.” [06:55]
He identifies a gap in the traditional media’s broad approach, allowing Goal Hanger to cater to dedicated niche audiences. This strategic focus enabled the company to produce specialized content that resonates deeply with listeners.
5. Monetization Strategies
Addressing the financial aspects, Pastor discusses the challenges and innovations in podcast monetization within the UK.
Advertising Limitations
“The advertising slash sponsorship market in the US around podcasting is something like $4 billion a year. In the UK, it's more like 100 million podcasts dollars a year.” [10:28]
Given the smaller UK market, traditional advertising presents challenges. Goal Hanger adapts by diversifying revenue streams beyond ads.
Subscription Models and Live Shows
“We’ve got six very successful subscription clubs for our podcasts... they can get access early, can get it ad free, can get bonus content, can get live show tickets early, etc.” [10:28]
Additionally, live events have proven lucrative, with shows like Rest Is History and Rest Is Politics drawing substantial audiences and ticket sales.
“The rest is politics is going on a nationwide tour. We’re doing seven cities. We’ve sold 30,000 tickets across that tour.” [11:53]
6. Deepening Audience Engagement
Pastor highlights the importance of understanding and nurturing their listener base.
“48% of our listeners are under 34... they're in their teens, 20s, and early 30s, which is attractive to commercial partners.” [14:29]
Contrary to the belief that younger audiences prefer only bite-sized content, Goal Hanger’s listeners demonstrate a preference for long-form, intelligent conversations, with average listen times reaching 41 minutes.
“People in their 20s and 30s want long form, intelligent, entertaining conversations.” [14:37]
7. Expanding Reach and Embracing Video
Recognizing the untapped potential in older demographics, Pastor envisions substantial growth as more generations become comfortable with podcast technology.
“There’s probably 30% upside just when we start being listened to and enjoyed by an older generation.” [15:45]
Moreover, exploring video podcasts has opened new avenues for audience expansion and cross-platform promotion.
“This was an entirely different audience... it helps with cross promotion.” [16:14]
8. Platform Agnosticism and Partnerships
Pastor emphasizes Goal Hanger’s flexible approach to platform distribution, ensuring content accessibility wherever listeners prefer.
“We’re not a walled garden. We’re not going to tell you to come over to our place and enjoy our content. We’re going to say, where are you comfortable? Where do you want to be?” [17:56]
Strong partnerships with platforms like Spotify and Apple facilitate seamless distribution and monetization, while video content enhances partnership opportunities with larger brands.
9. Maintaining Authenticity in Content
Drawing parallels with successful global content, Pastor underscores the importance of authenticity in resonating with diverse audiences.
“People are much more comfortable enjoying content from a variety of nations.” [21:16]
By staying true to their unique voice and cultural sensibilities, Goal Hanger ensures their content remains relatable and engaging across different demographics.
Conclusion
Tony Pastor’s insights reveal how Goal Hanger has adeptly navigated the complexities of the podcasting world by focusing on authentic, engaging content and diverse monetization strategies. Their success underscores the importance of understanding audience preferences, embracing flexibility in distribution, and maintaining creativity in an ever-evolving media landscape. As podcasting continues to grow, Goal Hanger stands as a testament to the power of passion-driven content and strategic innovation.
Notable Quotes:
- “The big challenge in the world of podcasting is discoverability.” – Tony Pastor [02:06]
- “Once we had the Rest Is History at a super successful level, it made the launch of political shows and our entertainment shows and our sports shows that bit easier.” – Tony Pastor [02:52]
- “People in their 20s and 30s want long form, intelligent, entertaining conversations.” – Tony Pastor [14:37]
- “We’re not a walled garden... we’re going to say, where are you comfortable? Where do you want to be?” – Tony Pastor [17:56]
This comprehensive summary encapsulates the core themes and insights from Tony Pastor’s conversation on The Current Podcast, providing a clear and engaging overview for listeners and enthusiasts alike.