According to the latest UK Podcast Consumer 2024 report by Edison Research, podcasts have established themselves as a leading media platform in the UK.
The key findings, compiled by Edison Podcast Metrics UK, were presented during a webinar by Gabriel Soto, senior research director at Edison Research, who presented data on weekly and monthly podcast consumption in the UK.
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.
The UK Podcast Consumer 2024 can be found here.
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