Observed Signal · May 12, 2026 · Interview · Source: VideoWeek · Impact: 2/5 · Sentiment: Neutral
Global Expands into Video with Global Studios
Global has launched Global Studios as part of a strategic push into video formats, adding video layers to traditional audio-first formats such as podcasts and radio. In an interview filmed at New Video Frontiers 2026 in London, Joe Copeman, Director of Commercial at Global Studios, says video is complementary to audio rather than a replacement and highlights the rise of video podcasting as central to the company's ambitions. The piece was published on VideoWeek on 2026-05-12 and authored by Tim Cross-Kovoor.
A major publisher expanding into video and video podcasting affects content formats and monetization opportunities for audio/video advertisers and publishers, but it is not an industry-shifting technical or policy event.
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Key Takeaways & Evidence Grounding
- Global launched Global Studios to expand the company's video offering.
- Joe Copeman, Director of Commercial at Global Studios, says video adds a new layer to audio formats like podcasts and radio.
- The interview was filmed at New Video Frontiers 2026 in London.
- Article published on VideoWeek on 2026-05-12 by Tim Cross-Kovoor.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Global Launches Global Studios for Video Podcasts
Global, the UK-based media company, announced Global Studios, a new production arm to create original video-first podcast content. It also acquired The Fellas Studios, a UK creator network founded by Callum Airey and Joshua Larkin, which distributes video podcasts across YouTube, Spotify and other platforms. Global’s existing podcasts, including The News Agents and My Therapist Ghosted Me, will sit within Global Studios, alongside The Fellas Studios’ shows The Fellas and Saving Grace. Global says the moves will fuel podcast growth and accelerate a video-first shift, leveraging IP and talent from its radio brands Capital Breakfast and LBC, its podcast hosting/distribution platform Captivate (bought in 2021), and its owned ad exchange DAX for monetisation. The deal exemplifies a wider industry trend of publishers partnering with creators to broaden audiences and formats. Simon Pitts, Global Group CEO, described Global Studios as a launchpad for creators and brands to scale.
Podcast Day 2026: Spotify, Acast Reveal Audio-Video Trends
On International Podcast Day, new reports from Spotify and Acast highlight the growing convergence of audio and video in podcasting. Spotify's Culture Next 2026 report, focusing on Gen Z, reveals a 55% increase in video share among 14-18 year olds in Germany over 18 months, coining the trend 'Eye Pods'. Acast's Podcast Pulse 2026 survey, covering 4,500 fans across 13 markets, shows 88% of listeners also watch podcasts as video, and 63% switch formats mid-episode. Both studies emphasize the importance of social media clips for discovery, with 51% of fans finding new shows via social clips. Additionally, a brand podcast guide advises companies on strategic planning, resource allocation, and long-term commitment, emphasizing relationship-building over short-term metrics.
Ofcom: Video Podcasts Converging with TV
New research from Ofcom, published in the 'Audio listening in the UK' report on 2026-05-20, finds that video components are increasingly common among popular podcasts and that some producers are positioning podcasts as video-first formats. Weekly podcast reach has risen to 33% (from 26% in 2022). Among weekly listeners, 68% have tried podcasts with video, though only 27% prefer to watch when a video version exists (down from 29% last year). Ofcom highlights a mixed audience response: many listeners still favour audio-only consumption due to practical listening contexts (walking, housework, driving), while made-for-TV companion podcasts like 'The Traitors: Uncloaked' show a symbiotic relationship with broadcast programming—60% of people who watched TV-linked podcast content said they would be interested in more video podcasts, and 59% said video podcasts improved their TV viewing experience.
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