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Podcasts in the UK - statistics & facts

Podcast listenership in the United Kingdom (UK) has been increasing year-on-year, reaching an estimated 15.6 million listeners in 2020. As more brands start to see opportunity in this format due to its audience reach and ability to build a following, media publishers are jumping on the bandwagon. Not only that, podcasts (news, interviews, and serialized formats) were named as the top three audio initiatives publishing experts saw as being crucial areas of focus in the year ahead, according to a December 2019 survey.

Audience engagement

What do listeners look for when it comes to choosing a show? According to a March 2019 survey, first impressions count. Here, 70 percent of respondents claimed they selected podcasts with an engaging description, while audio quality was listed as almost as important. When it came to keeping listeners tuned in until the end of an episode however, interesting and highly engaging content was key. As of early 2020, 26 to 35-year-olds made up the majority of podcast listeners in the UK, followed by those aged 15 to 25. Comedy, television and music podcasts were the most popular shows within this demographic.

Spotify and podcast advertising

Spotify is by far the top app for music and audio in both the Google Play Store and among iPhone users, with nearly 2 million and over 1 million daily active users (DAUs) on each platform respectively. Not only that, in a bid to increase its foothold in the podcasting arena, an exclusive 2020 deal with host and presenter Joe Rogan made Spotify home to the world’s highest grossing podcast show, the Joe Rogan Experience. With 75 percent of media experts surveyed claiming they plan to increase spending on podcast advertising over the next year, growth in the industry is to be expected. As it turns out, audiences are also receptive to this form of advertising, with at least 90 percent of respondents across all age groups in the US stating that they were open to free, ad-supported podcasts.

Interesting statistics

In the following 5 chapters, you will quickly find the 31 most important statistics relating to "Podcasts in the UK".

Podcasts in the United Kingdom (UK)

Dossier on the topic

All important statistics are prepared by our experts – available for direct download as PPT & PDF!

Important key figures

The most important key figures provide you with a compact summary of the topic of "Podcasts in the UK" and take you straight to the corresponding statistics.

Listener preferences

Podcast and audio advertising


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