Last updated June 26, 2024 – 7:27am
According to the latest UK Podcast Consumer 2024 report by Edison Research, podcasts have cemented their position as a leading media platform in the UK.
Gabriel Soto, Senior Director at Edison Research, presented the key findings during the webinar, providing benchmarking data on weekly and monthly podcast consumption in the U.K. Podcasts continue to attract a diverse and engaged audience of listeners, making their role in media and marketing strategies increasingly important.
Report highlights:
More UK adults are listening to podcasts than ever before. Over two-thirds of UK 18+ people have listened to a podcast. 42% are monthly podcast listeners and 30% are weekly listeners. All data points are at an all-time high. UK weekly podcast listeners aged 15+ listen to podcasts for an average of 5 hours and 27 minutes in a typical week. UK young adults are loyal consumers of podcasts. The majority of 18-34 year olds are monthly podcast listeners and 41% are weekly listeners, above the UK adult average. Podcasts are a great way to reach the popular UK 35-54 year old segment, many of whom are at their peak spending times. Nearly half are monthly podcast listeners and 34% are weekly podcast listeners. The UK over 55 population is increasingly listening to podcasts. 28% of over 55s are monthly listeners, up from 20% in 2023. 18% of over 55s listen to podcasts weekly. 48% of black UK adults listen to podcasts monthly, outpacing 42% of the overall UK population. 39% of Asian UK adults listen to podcasts monthly. People who have just started listening to weekly podcasts are more likely to be Gen Z. 38% of new weekly podcast listeners (those who started listening within the past year) are Gen Z. 14% of weekly podcast listeners who started listening more than a year ago are Gen Z. Increased reach to UK female monthly podcast listeners: 39% of UK women listen to podcasts monthly, up from 31% in 2023. 26% are weekly listeners. The top three podcasts with the highest reach to weekly female podcast listeners in the UK are “The Diary of a CEO,” “Saving Grace,” and “Sh**ged Married and Annoyed.” The top 10 UK podcasts together reach 31% of all weekly podcast listeners aged 15+. The top 25 podcasts reach 44% of weekly podcast listeners. That means the top 25 shows alone have access to almost half of all weekly podcast listeners.
“With this report, Edison Research is seeking to give UK-based creators the ammunition they need to secure support for their content,” Soto said.
To view or download The UK Podcast Consumer 2024, click here.
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