Why PR Needs to Embrace On-demand Media

For a long time, securing a television or radio interview was the gold standard of broadcast PR. Now, audiences are choosing what to watch, when to watch it, and increasingly, where to find it.

Broadcasters are following  the audiences. For PR professionals, that means rethinking what broadcast coverage looks like and where brands can have the greatest impact.

Broadcast is following the audience

Traditional broadcasters are no longer solely focused on scheduled television and radio. Instead, they are investing in on-demand platforms because that’s where audiences increasingly consume content. The BBC, for example, has invested in iPlayer and BBC Sounds as core content platforms. They are not just catch-up services. News organisations are also creating content for digital audiences. This is largely due to changing audience behaviour.

Broadcaster-owned streaming platforms, including BBC iPlayer and ITVX, saw a 9% year-on-year rise in viewing. Live television viewing continues to decline. Meanwhile, time spent watching YouTube on TVs has doubled since 2022. This reinforces the platform’s shift from mobile-first to mainstream viewing.

Instead of seeing platforms like YouTube as competitors, broadcasters are adding them to their distribution plans. They increasingly recognise that audiences now expect news and current affairs content on demand. It should be in shorter formats and on multiple devices.

PR Opportunities with On-demand

For PR professionals, this shift is about much more than adding YouTube or podcasts to a media list. Content is no longer limited to a single live broadcast. You can now repurpose one interview across multiple platforms, and it continues to reach audiences long after it airs. Success now increasingly comes from creating content that audiences actively choose to engage with on their own terms.

Presenters and broadcasters are realising this too. Holly Willoughby’s move to YouTube reflects a growing trend of established media personalities building audiences beyond traditional television, meeting viewers where they already spend their time.

This shift has also given rise to a new generation of broadcast-style content creators. Interview-led YouTube channels like The Diary of a CEO attract audiences once drawn mainly to traditional television. With long-form talks and high production value, these platforms have become influential media channels.

They offer brands and spokespeople new ways to reach highly engaged audiences.

Audiences Follow Content

Perhaps the biggest lesson from this shift is that audiences aren’t loyal to one channel. They are drawn to compelling content. Whether it’s a TV interview, a podcast, a YouTube series, or a social media video, consumers choose stories.

They value personalities and expertise more than the platform itself. This is particularly evident in the rise of video podcasts and creator-led content. Broadcasters are increasingly turning audio into visual content and distributing it across multiple channels, recognizing that audiences expect flexibility in how they consume media. The shift is driven by changing habits. Now, 84% of podcast consumers engage with video podcasts in some form.

For brands, this creates more chances than ever to reach audiences in many formats. It reduces the need to rely on one broadcast moment.

Lessons for Food and Drink Brands

This shift is increasingly visible in the food and drink industry. Commissions for traditional cooking programmes across British television have fallen by 44% in the past year. However, audience appetite for food-focused video content still remains strong – it’s simply being satisfied in other places.

Consumers are increasingly discovering recipes, restaurant recommendations and cooking trends through YouTube, TikTok, Instagram and creator-led content. We’ve seen this through our work with Better Eggs, where we’ve helped the brand use social platforms to engage consumers directly and become part of the everyday food conversations.

The reason isn’t that people have lost interest in cooking shows. It’s that audience expectations have changed. Where traditional television often relies on polished production schedules and long commissioning timelines, online creators can respond to trends almost instantly. Whether it’s a viral recipe, a seasonal ingredient, or a new food craze, creators can make content quickly. They can publish it within a few days. They can join the conversation while it’s still relevant.

Viewers are also placing greater value on authenticity. A recipe filmed in someone’s kitchen using everyday ingredients can often feel more relatable. That sense of community and personality is becoming just as important as the recipe itself.

A new recipe for food and drink PR

For food and drink brands, this change presents significant commercial opportunities. Instead of waiting months to become part of a television production, brands can work with creators, respond to emerging food trends in real time and place products naturally within content that consumers are already seeking out.

On-demand platforms help brands reach niche audiences. These audiences are highly engaged. Examples include home bakers, high-protein groups, and budget-conscious families.