These panels seek to target an audience that consume a different type of media than has been the norm until 10~ years ago.
I dont believe any of these people fancy thesmevles pundits. Its "lads discussing football". It doesnt seek to even attempt to be factual, its a views game, and young football consumers enjoy banter, not civility.
Its a viewers game. Viewers is worth revenue, and these types of sitdowns is the easiest way for the channels to bring in a new audience.
Mark Goldbridge finds himself with one of the biggest audiences in European football, and still refers to himself as "Im just a fan with an opinion". Which may have been true when the United Stand was a new thing, not the giant it has become.
More likeable people like Ben Foster who has gone into YouTube also utilizes these type of "lads who talk ball" guests to fuel engagement and spice up the content to the target audience.
I honestly way, way prefer pundits with football background that has insight into the actual game from a footballers perspective to fill my TV screen, rather than influencers who for most parts at some point just lucked into the algorithm stream and here they are, being presented as someone I should listen to for their knowledge, when all it is is just a bunch of Redcafe posters with a spaghetti bowl of opinions that sometimes makes me wonder how they are able to operate a car.
Honestly, just give me Chris Kamara.