The latest “UK Podcast Consumer 2024” report from Edison Research offers some fascinating insights into the world of podcasting in the UK. We’ve had a good old read of the report and we wanted to highlight the most interesting facts and figures which we picked up on. Take a look:
Rising Popularity
Podcasting continues to gain traction. The report shows that 69% of UK adults have listened to a podcast, with 42% doing so monthly and 30% weekly. This growing engagement highlights how embedded podcasts have become in everyday life.
Diverse Audience
Podcasts are appealing to a wide range of listeners. While 41% of people aged 18-34 listen weekly, this drops to 18% among those aged 55 and over. Additionally, podcasts are popular among ethnic minorities, with 48% of Black UK adults and 39% of Asian UK adults listening each month.
Variety in Consumption
The top 10 podcasts reach 31% of weekly listeners, and this number grows to 44% with the top 25. Even beyond these, adding the next 75 podcasts brings the reach to 60%. This indicates a robust variety of niche content that extends beyond the most popular shows.
Monetisation Opportunities
With listeners averaging over 5 hours a week, podcast advertising is becoming more lucrative. The increase in listener numbers presents growing opportunities for podcasters to secure sponsorships and ads.
Changing Listener Preferences
Listeners are looking for quality content. The trend towards high-quality and engaging shows is clear, and personalisation plays a crucial role in how new podcasts are discovered and enjoyed.
In summary, the UK podcast market is expanding and diversifying, offering numerous opportunities for creators and advertisers. Understanding these trends can help you stay ahead in this dynamic field.
