The pair recently signed a contract extension with ITV to continue presenting shows including I’m A Celebrity, Britain’s Got Talent and Limitless Win.
Their push for viewers on YouTube as well as TV will allow them to “have their cake and eat it”, said Alex Hudson, journalist and co-host of tech podcast Crashed.
“Ant and Dec have just extended their ITV contract by another three years while they try to get this company up and running,” he said.
“So they can take their rumoured £30m contract and, even if this new company doesn’t work out, will still be some of the best paid presenters in the industry.”
Hanging Out with Ant & Dec is set to release its first episode on Thursday 22 January, with further episodes every fortnight and bonus episodes every Monday.
While the pair are “late to the party” when it comes to podcasting, it comes at a time when the digital landscape is still rapidly expanding, Hudson said.
“The global market is estimated at around £25bn and is projected to reach nearly £100bn by the end of the decade.
“The British public already feels it has a relationship with them and this allows them to talk directly with audiences and develop a different business model.
“But it’s hard without the backing of traditional broadcasters and traditional advertising models, so they might struggle after the initial buzz dies down.”