{"id":59934,"date":"2026-04-22T05:09:54","date_gmt":"2026-04-22T05:09:54","guid":{"rendered":"http:\/\/flwnet.com\/index.php\/2026\/04\/22\/how-the-financial-times-is-betting-on-personality-led-vodcasts-as-its-next-subscription-lever\/"},"modified":"2026-04-22T05:09:54","modified_gmt":"2026-04-22T05:09:54","slug":"how-the-financial-times-is-betting-on-personality-led-vodcasts-as-its-next-subscription-lever","status":"publish","type":"post","link":"http:\/\/flwnet.com\/index.php\/2026\/04\/22\/how-the-financial-times-is-betting-on-personality-led-vodcasts-as-its-next-subscription-lever\/","title":{"rendered":"How The Financial Times is betting on personality-led vodcasts as its next subscription lever"},"content":{"rendered":"<p>The Financial Times is rolling out <a href=\"https:\/\/www.youtube.com\/@ftthestoryofmoney\">\u201cThe Story of Money,\u201d<\/a> a history\u2011of\u2011finance series produced natively as a vodcast on YouTube and a podcast on major audio platforms. By pairing star journalists with a narrow, subject\u2011specific franchise and a standalone YouTube channel, the publisher plans to deepen parasocial relationships off\u2011platform and turn market\u2011curious history buffs into future FT subscribers.<\/p>\n<p>The series (sponsored by Nuveen) marks the opening move in a slower, more deliberate push into multi-platform, personality-led vodcasts that sit on dedicated channels, run across video and audio, and act as off-platform feeders into the FT ecosystem, according to the FT\u2019s head of digital strategy Veronica Kan-Dapaah.<\/p>\n<p>Previous FT podcasts have appeared in video form on YouTube, but typically as limited series folded into the main FT feed. This is the first time the publisher has treated a show as a distinct, multi\u2011platform brand in its own right, with a long\u2011term video and audio strategy built in from the outset.\u00a0<\/p>\n<p><em>Continue reading this article on <a href=\"https:\/\/digiday.com\/media\/how-the-financial-times-is-betting-on-personality-led-vodcasts-as-its-next-subscription-lever\/?utm_campaign=digidaydis&amp;utm_medium=rss&amp;utm_source=general-rss\">digiday.com<\/a>. Sign up for <a href=\"https:\/\/digiday.com\/newsletters\/?utm_campaign=digidaydis&amp;utm_medium=rss&amp;utm_source=general-rss\">Digiday newsletters<\/a> to get the latest on media, marketing and the future of TV.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>The Financial Times is rolling out \u201cThe Story of Money,\u201d a history\u2011of\u2011finance series produced natively as a vodcast on YouTube and a podcast on major audio platforms. By pairing star journalists with a narrow, subject\u2011specific franchise and a standalone YouTube channel, the publisher plans to deepen parasocial relationships off\u2011platform and turn market\u2011curious history buffs into [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[],"class_list":["post-59934","post","type-post","status-publish","format-standard","hentry","category-media-entertainment"],"_links":{"self":[{"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/posts\/59934","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/comments?post=59934"}],"version-history":[{"count":0,"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/posts\/59934\/revisions"}],"wp:attachment":[{"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/media?parent=59934"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/categories?post=59934"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/tags?post=59934"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}