Marina Hyde’s 'Always On' becomes the first creator-led media venture from Goalhanger X
Goalhanger today announces the launch of Goalhanger X, a new model for building complete media ecosystems around exceptional creators.
Always On with Marina Hyde will be the first creator-led media venture developed through Goalhanger X, launching across editorial, social, long-form and short-form video from day one, before expanding into further formats.
Goalhanger X brings together the distinctive voice and audience relationship of an individual creator with Goalhanger’s expertise in developing formats, building audiences, growing membership and creating commercial partnerships at scale.
Rather than starting with a single format or platform, each venture is built around the creator and their audience, with the potential to grow across publishing, social, audio, video, membership, live experiences and new intellectual property.
For advertisers, this creates a broader way to work with creators. Rather than individual posts, sponsorships or placements, brands can become part of a connected editorial world spanning multiple formats and audience touchpoints - combining the authenticity and cultural relevance of a creator partnership with Goalhanger’s creative, distribution, audience and commercial expertise.
Jack Davenport, Co-Founder of Goalhanger, said: “We love Marina. At Goalhanger, our shows span sport, politics, history and entertainment, but the truth is Marina could probably host them all. There’s no one else who can skewer the absurdity of a tech bro one minute and cut straight to the heart of a political or cultural story the next. Partnering with her to launch Always On marks the start of something exciting for us as a business. Goalhanger X is built around distinctive creators with a powerful voice, a loyal audience and the potential to build far beyond any single format or platform. Always On gives Marina the freedom to create a world around everything she finds interesting, funny or important, across writing, video, social, audio and whatever comes next. Our role is to provide the creative, audience and commercial infrastructure to help that world grow, while keeping Marina firmly at its centre.”
Always On with Marina Hyde
Bringing together her writing with new formats across YouTube and social media, Always On gives audiences more ways to spend time with one of the nation’s funniest and fiercest minds.
Always On is a window into the stories that Marina finds interesting - the details, performances and absurdities that catch her attention, and the connections only she can make. It’s more Marina, more often, in more ways - immediate, personal and playful, with the freedom to follow whatever she finds interesting, funny, strange or important.
From day one, Always On will span Marina’s new YouTube show, regular written columns and original social content, before expanding into further audio, video and digital formats.
Always On is the first launch from Goalhanger X, a new initiative building ambitious, creator-led media ventures across multiple platforms and formats.
Speaking about the launch, Marina Hyde said: “This is going to be so much fun! I’m hugely excited to be launching Always On in partnership with the brilliant team at Goalhanger, and to be able to respond to the news batsignal in whatever format feels right - written / video / podcast / social / costumed vigilantism. I’m also thrilled we’ve named it in tribute to the nervous breakdown it’s going to give me. Thanks guys - means a lot.”
Always On will be free at launch, with all of Marina’s writing available on Substack. A paid subscriber tier offering exclusive content and member features will follow.
A new look, photography and launch film offer a glimpse into Marina’s world - from scribbling notes in bed and following political drama like a box set to being surrounded by books, newspapers and screens.
Alongside Always On, Marina will continue to co-host The Rest Is Entertainment with Richard Osman, the UK’s biggest entertainment podcast.
A New Opportunity for Advertisers
Goalhanger X will create new ways for advertisers to partner with creators across connected editorial worlds.
Opportunities will be shaped around the audience, editorial proposition and creative potential of each venture, and could include:
- Editorial and written sponsorships
- Original creator-led brand campaigns
- Social partnerships and paid amplification
- Bespoke audio and video formats
- Category partnerships
- Live experiences and events
- Membership benefits and community initiatives
- Partnerships around future long-form IP
Each partnership will be developed with clear editorial boundaries and a focus on delivering genuine value for audiences. Advertisers will also have access to Goalhanger’s wider capabilities across creative development, production, distribution, audience intelligence, membership and campaign measurement.
Always On with Marina Hyde is live now on Substack and across social media.
About Goalhanger
Goalhanger is the home of curiosity - a new-generation cultural media brand built for people who want to make sense of the world and have fun doing it. We’re one of the fastest-growing media and production companies globally, creating chart-topping, story-first shows across history, politics, sport, business, entertainment, current affairs and audio drama. Our titles include The Rest Is History, The Rest Is Politics, Empire, The Rest Is Entertainment, The Rest Is Politics: US, Leading, The Rest Is Money, Journey Through Time, Doing It Anyway, The Rest Is Football, Sherlock & Co., The Rest Is Classified, The Rest Is Football: Daly Brightness, The Book Club, Bear Hunt, The Rest Is Science, and We Have Ways of Making You Talk. In 2025 alone, our programmes were streamed over 750 million times. But Goalhanger is more than a podcast network. We produce long-form, conversation-led digital media across video, live events, memberships and audio, reaching tens of millions each month and building communities - not just audiences. Everything we make is rooted in trust, talent and curiosity, reflecting our purpose and values. We’re shaping a world that’s switched on, not tuned out - one great conversation at a time. Read more: https://www.goalhanger.com
This is a press release which we link to from Podnews, our daily newsletter about podcasting and on-demand. We may make small edits for editorial reasons.