Global brand lift measurement company On Device has published new data on UK podcast habits.
The results show that 38% of the public listens to humor/comedy podcasts, making humor/comedy podcasts the most popular category.
Research shows that 61% of UK residents listen to podcasts monthly, spending an average of 1.8 hours each day listening to their favorite shows. The main time people listen to podcasts is in the afternoon and evening, with 30% listening between 3pm and 7pm on weekdays.
Following on from humour and comedy podcasts, Brits are keen to listen to true crime documentaries (30%), sports (30%), chat/conversation (27%) and news (22%). Conversely, the least popular genres are arts (9%), fashion (10%), fiction (12%), business (13%) and technology (13%).
Sarah Robson, global head of ad effectiveness at On Device, said: “Brits love a good laugh, as evidenced by comedy dominating the podcast charts. Podcasts are booming in the UK, with over half the population listening to a podcast monthly – much higher than other countries such as Australia (53%) and Singapore (55%). And almost half of those listen weekly.”
“Another key finding in these markets is the time of day people listen to podcasts. In the UK, people use podcasts to unwind at the end of the day or on their way home, while Australians prefer to listen before work starts and Singaporeans much prefer listening to podcasts on the weekend.”
“The strong UK podcast presence, particularly in the sports genre, provides fertile ground for advertisers looking to capture engaged audiences.”
Daily podcast listeners are 53% more likely to listen to podcasts daily than daily radio listeners, showing strong engagement across platforms. Mobile is the preferred device for 76% of listeners, led by platforms such as Spotify (46%) and BBC/BBC Sounds (22%). 56% use free ad-supported services, while 25% opt for a subscription. Primary reasons for listening include entertainment (55%) and relaxation (48%).
In comparison, the UK's engagement is significantly higher in Australia, where 53% listen to music monthly, spending 1.6 hours per day on it. Additionally, the UK's preference for smart speakers (22%) surpasses both Australia (15%) and Singapore (11%). These findings are based on responses from 800 UK residents.
Andrew Goldsmith, CEO of Adelicious, said: “The detailed insights into UK podcast consumption habits revealed by On Device are a huge boost not only to us, but to the brands we partner with to develop podcasts that engage their audiences.
“We've known for some time that the podcast market is growing at a rapid pace, so understanding the habits of UK podcast listeners – for example the genres they like to listen to and the times of day they listen – is a fundamental part of our development process.”
