User needs, monologues and optimisation: How LBC cracked the YouTube code |
"A face for radio" is an old newsroom insult meaning one is better heard than seen. So when LBC revamped its studios in 2017, it not only made a strategic leap into “visualised radio” via YouTube, but killed the expression in one fell swoop.
By putting its presenters on camera, LBC modernised its brand in the age of social media and sent its reach soaring. There are few better examples than radio presenter James O'Brien, whose monologues and bust-ups with callers have attracted views in the millions.
YouTube is itself a strong monetisation play for newsrooms and a cheaper option than building your own video player infrastructure. It's also a big draw for news audiences. The Reuters Digital News Report 2025 found that 21 per cent of audiences use YouTube for news weekly. Although that number has........