As a household name in entertainment journalism, Radio Times faces intense competition from digital-native brands and social-first publishers. To maintain relevance and grow audiences, they needed to redefine their video strategy – prioritizing multi-platform content, engaging storytelling, and audience insights.

With a small but dedicated team and limited production resources, Radio Times has embraced agile workflows, social-first formats, and cross-department collaboration. The challenge was clear: expand video reach, boost engagement, and establish sustainable monetisation, all while maintaining their editorial integrity and legacy of trust.

To transform their video output, Radio Times developed a multi-faceted strategy focused on audience growth, engagement, and revenue generation:

Social-First Video Expansion

The team launched a TikTok-first strategy, making it their fastest-growing social platform, amassing 27 million views and 1.4 million engagements in under a year. Strategic packaging of content across YouTube, Instagram, Facebook, and Twitter led to explosive cross-platform growth.

Fostering Communities

In an effort to further capitalise on verticals where they saw the highest levels of engagement on web, the team launched two new YouTube channels – Radio Times Gaming and Radio Times Soaps – in an effort to better serve these fan communities.

Innovative Content Formats

Radio Times integrated video into high-profile magazine shoots, securing top-tier talent and exclusive behind-the-scenes access. New long-form video formats on YouTube—including interviews, deep dives, and reaction content—led to a 259% YoY increase in views and a 338% rise in watch time.

Empowering Teams to Create Video

Through in-house ‘Thinking Video’ training, they upskilled editorial teams to produce high-quality video content efficiently. This democratisation of video production allowed rapid testing and iteration, leading to greater audience retention and enhanced storytelling approaches.

Major Tentpole Campaigns

Their Soap Awards 2024 campaign achieved 20 million reach and 4.1 million video views, demonstrating the viral potential of well-packaged content. The EastEnders at 40 campaign exceeded engagement targets by 312%, proving the power of leveraging key cultural moments.

This innovative approach has delivered unparalleled audience growth and engagement, with record-breaking video metrics:

• +1,418% growth in total video views (66 million in total)
• +582% net audience growth (51K new followers)
• +109% increase in impressions (474 million total)
• 1 million views to the Radio Times Gaming YouTube channel in 6 months.
• Significant revenue growth through monetized video content
• Industry-leading engagement on key campaigns, such as the Soap Awards 2024 (4.1M video views) and EastEnders at 40 (+312% engagement vs. target)

By prioritizing innovative storytelling, strategic platform growth, and a robust monetization strategy, Radio Times has not only transformed its video presence but set a new industry standard for legacy brands in digital publishing.

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