The video is cringe for several reasons. First, the interview itself was like 3 and a half minutes long. It was for BBC radio, but evidently Lloyd felt it was best to title that as "I am on the BBC!" making no distinction between television and radio. He basically explains the disfellowshipping policy and how it relates to his own dad shunning him and his young daughter. As for the Russian ban, again he brings his dad into it saying he does not want to see him jailed. Mumbles a few things about human rights and it seems she lost interest and wrapped up the interview.
The real cringe is his follow-up video afterwards. He goes into the background of his 3 and a half minutes of fame claiming he was "invited" to write for the Huff Post and that the article was vetted by them. As was mentioned earlier, he was fortunate enough to sign himself up for a blogger's account at the Huff Post before they stopped the practice. No one invited him to contribute a blog article for a service they were discontinuing. Then he claims the article led to him being "vetted" by the BBC where by his own admission he plugged his article to them. The BBC knew about it but it wasn't the reason they were vetting him. It would seem that his name was given to them through another source, probably an exJW one. Again, he's been propped up countless times by exJWs, so attacking and suing them was an extremely poor move on his part. He'll never pass another vetting process again, and should he even somehow get past that, they are going to have to ask him about his Thailand trip, the lawsuit, what exactly the "lies" were, etc. Good luck trying to sell that to a journalist. He's finished doing these interviews.
At round the 15 minute mark in that video you will come to the true reason he made it. He sets off on this contrived explanation of how YT was demonetising him and others, especially when he claimed he needed it the most because he was finishing his book and not producing as many videos. He even brought up a graph detailing his fall of revenue in true Stephen Lett style. You knew what was coming next. He then went into how he was a "fulltime activist" whilst Dijana continued the translation business. He emotionally manipulates the viewer into thinking that this was all a huge burden on Dijana now that she had no one to proofread her translations. He was too busy working hard for you! Then he posts a graphic that he had gained 18 Patrons, evidently a result of a previous Patron drive he initiated on social media. He was so "humbled" at the generous support and was so happy that all of you made his 3 and a half interview with the BBC possible.
If that video wasn't proof enough that this has been a business for him, then I don't know what is. Very manipulative.
P.S. - Toon Media is his Romanian friend Arthur Weber's company. It's not Lloyd's entity.