Industry TrendsTalent StrategyDigital Media

From TV Presenters to Multi-Platform Creators: How Ant & Dec’s Channel Signals a New Content Playbook

UUnknown

2026-02-15

9 min read

Ant & Dec’s Belta Box shows how legacy presenters’ creator channels can reshape studio partnerships and open new film/TV promotion routes in 2026.

Too many streaming choices, too little time: why Ant & Dec’s new channel matters to viewers and studios

If you find yourself scrolling between platforms, wondering what to watch next — and where — you’re not alone. Audiences in 2026 are overwhelmed by fractured release windows and marketing noise. That fragmentation is precisely why legacy TV talent launching their own channels and podcasts is a seismic shift. When household names like Ant & Dec build multi-platform hubs, they offer studios a direct line to loyal, high-intent viewers — and they change the rules of promotion.

The headline: Ant & Dec’s Belta Box is a new kind of promotional asset

In January 2026 Ant & Dec announced a digital entertainment channel under the Belta Box brand, launching a podcast called Hanging Out with Ant & Dec and repurposing classic clips alongside fresh formats on YouTube, Instagram, TikTok and Facebook (BBC, Jan 2026). The move looks simple on the surface — two famous presenters catching up — but strategically it creates a first-party audience and a content playground studios can no longer ignore.

"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 (BBC, Jan 2026)

Why Belta Box isn’t just another celebrity podcast

Owned audience: Channels give talent control over subscriber lists, email newsletters, and membership data — crucial first-party signals in a cookieless era.
Multi-format reach: Short-form clips, long-form interviews, and members-only extras let creators repurpose studio assets in multiple promotional windows.
Brand trust: Legacy presenters bring established trust, which converts awareness into visits and ticket/streaming starts more efficiently than anonymous ads.

What the market already tells us: the economics of creator channels

If you need proof this works, look at the UK podcast studio Goalhanger — parent of shows like The Rest Is Politics and The Rest Is History — which surpassed 250,000 paying subscribers and roughly £15m annual subscriber income by early 2026 (Press Gazette, Jan 2026). Those numbers show creators and legacy brands can convert audiences into reliable revenue, not just one-off attention spikes.

How this trend reshapes studio relations

Historically studios controlled both distribution and primary promotion through ad buys, press junkets, and trade relationships. Legacy talent channels create an alternative: trusted gatekeepers with a direct route to viewers. That shift has practical implications for how studios plan releases and allocate marketing spend.

New leverage points for legacy talent

Negotiation power: Talent-owned audiences become leverage in talent deals and promotional commitments. A presenter who can direct 100k dedicated viewers to a premiere is more valuable than one who appears in a generic press tour.
Revenue diversification: Channels can monetize via subscriptions, ads, branded content and premium events — reducing reliance on studio pay and opening upside-sharing deals.
Content incubation: Channels act as testbeds. Studios can pilot series concepts via creator channels and gauge audience response before committing large budgets.

How studio relations will evolve

From buyout to partnership: Expect more co-branded promotions and revenue-sharing pacts where studios license early-access clips in return for audience data or a cut of subscriptions.
Creator liaisons: Studios will staff dedicated creator partnership teams to manage these relationships and integrate channels into campaign timelines.
Performance-based windows: Promotion deals will include explicit KPIs (click-throughs, registration lifts, stream starts) and tied incentives.

New pathways for film and TV promotion — practical examples

Legacy creator channels like Belta Box open practical, low-friction pathways to build awareness and drive viewership. Here are concrete ways studios can use these channels now.

1) Soft-launch long-lead engagement

Use a beloved presenter’s week-long mini-segment series to tease a film’s world. Short daily clips create serial attention and strong retention, especially when the host stitches personal anecdotes with exclusive behind-the-scenes moments.

2) Episodic tie-ins and cross-pollination

Create short companion episodes where presenters interview cast members or creators about scenes that resonate with their audience. The presenter’s credibility amplifies shareability and word-of-mouth.

3) Repurposed archival content

Host channels can repurpose classic TV clips that feature an actor or director, creating evergreen discovery funnels for back catalogs. This long-tail content continues to convert long after the initial campaign.

4) Membership-first activations

Offer members-only AR/VR pre-screenings, director Q&As, or exclusive merch drops tied to a release. Membership communities are ideal for driving early positive reviews and social proof.

Actionable advice: How studios should approach legacy creator channels

The relationship between studios and creator channels will be collaborative but negotiated. Below are practical steps studios should adopt today.

For studios and distributors

Start with measurement frameworks: Define CTR-to-stream conversion rates, view-through percentages, and sign-up lift as contract line items.
Offer tiered assets: Provide 15–30s teaser clips for social, 3–7 minute behind-the-scenes for creator shows, and one extended director interview as a premium asset.
Agree on exclusivity windows: Short exclusives (48–72 hours) yield headline value for creator channels without blocking studio-wide campaigns.
Data reciprocity: Negotiate access to anonymized engagement data. Studios should offer aggregated campaign performance in return for audience insights.
Revenue share pilots: Test limited revenue-share deals for subscriptions or pay-per-view events; use pilots to set benchmarks for larger agreements.

For legacy talent and creator channels

Formalize audience-first metrics: Track subscriber acquisition cost (SAC), retention, and referral-to-stream rates to prove promotional value.
Diversify formats: Blend short-form promos, long-form interviews, and members-only content to maximize reach and revenue.
Package promotional guarantees: Create clear, sellable packages for studios (e.g., three promos + one exclusive interview + a members-only watch party).
Protect independence: Maintain editorial control to preserve audience trust. Over-commercialization kills the credibility that makes creator channels valuable.

Legal and rights considerations — what to watch for

When legacy talent repurposes studio clips or hosts cast interviews, clearances and contracts must be airtight. Key legal points include:

Clip licensing: Define which clips can be used, in what formats, and how revenue from repurposed content is shared.
Talent releases: Ensure talent appearing on the creator channel have agreed terms for reuse across platforms and regions.
Exclusivity windows: Short-term exclusivity can be a win-win, but clauses must specify duration, territories, and platform scope.
Monetization rights: Clarify ad revenue splits, sponsorships, and subscription income derived from studio-related content.

Measuring success: KPIs that matter in 2026

Vanity metrics (likes, raw views) are less persuasive than outcome-based indicators. In 2026, both studios and creators should optimize for:

Conversion Rate: Percentage of channel viewers who click through to stream or buy.
Retention Lift: Measured change in subscribers/viewers staying beyond the premiere week.
Engagement Depth: Watch time, comments, shares, and member interactions in channels’ private communities.
Revenue Per Fan: Value of a converted subscriber across ticket sales, subscriptions, and merch.
Attribution Windows: Use multi-touch attribution to understand the creator channel’s role across customer journeys.

Future predictions: What comes next (2026–2028)

Based on current developments and industry signals, here are credible predictions for the near future.

Creator-first release lanes: Studios will build official creator lanes — curated deals for legacy talent who run high-value channels.
Hybrid monetization: Expect multi-tiered access: free short-form promos, paid companion podcasts, and ticketed watch-parties.
Standardized KPIs: The industry will coalesce around standardized metrics for creator-driven campaigns to enable predictable buying decisions.
Creator incubators inside studios: Large studios will launch incubators to nurture legacy talent channels that feed into their distribution pipelines.
Regulatory scrutiny on data-sharing: As first-party data becomes critical, expect stricter rules and contractual safeguards on audience data exchange.

Practical playbook: 10-step checklist for studios and creators

Audit assets: Identify short and long-form clips, interviews, and behind-the-scenes material that can be repurposed.
Define KPIs: Agree on conversion, retention and engagement targets before any promotional activity.
Negotiate clear rights: Spell out clip use, exclusivity windows, and monetization splits in writing.
Create modular packages: Build promo bundles creators can buy or include as part of deals.
Pilot revenue-share: Start with time-limited pilots to collect performance data and refine terms.
Respect editorial independence: Keep some promotional content authentic and unscripted to retain trust.
Leverage memberships: Offer premium screenings, Q&As, and merch drops to creator communities.
Measure impact: Use multi-touch attribution and cohort analysis to track long-term influence on viewing.
Iterate fast: Use creator channels as R&D labs to test messaging, titles and thumbnails.
Codify relationships: Once a playbook works, scale it into a repeatable studio-creator partnership model.

Risks and mitigations

This model isn’t without pitfalls. Over-reliance on a single creator can create fragile pipelines; poor disclosure practices can erode trust; and legal disputes can slow campaigns. Mitigations include diversification across multiple legacy channels, transparent sponsorship labeling, and standardized contracts with clearly defined dispute resolution clauses.

Real-world example to watch: Belta Box as a tactical partner

Ant & Dec’s Belta Box is an instructive early example. It’s not just a podcast — it’s a multi-format promotional platform that blends nostalgia-driven clips with new conversational formats. For studios, partnering with Belta Box could mean earning attention from millions of UK viewers in a context that feels personal, not transactional. For Ant & Dec, it’s a chance to monetize legacy content and expand into new formats while preserving the authentic voice that built their audience.

Final takeaways — what to do this quarter

Studios: Identify three legacy talent channels that align with your upcoming slate and propose pilot promos with clear KPIs.
Creators: Build repurposed asset libraries (15–60s clips, 3–10 minute features) and a simple promotional package to pitch to studios.
Marketing teams: Integrate creator channels into release calendars as a primary lane, not an afterthought.

Conclusion — a new playbook for promotion

As the streaming landscape fragments and audiences demand authenticity, legacy talent-owned creator channels are emerging as powerful promotional platforms. Ant & Dec’s Belta Box and the success of creators like Goalhanger show how first-party audiences, membership economics, and multi-format tactics can reshape studio relations and marketing strategy in 2026. The winners will be the studios and creators that move from ad-hoc shout-outs to systematic, measurable partnerships.

Ready to put this into practice?

Whether you’re a studio planning a release or a creator building your channel, start small, measure aggressively, and iterate quickly. If you want a checklist you can use this week, download our 10-step partnership template and KPI tracker — it’s designed for teams negotiating their first creator-channel promos.

Call to action: Subscribe to our Industry Playbooks newsletter for monthly templates, deal examples and interviews with creators and studio partnership leads. Or contact our team to commission a tailored creator-channel campaign audit.

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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.