Podcast consumption in the United Kingdom has achieved mainstream status with 51% of UK adults aged 16 and older now consuming podcasts monthly, up from 41% in 2021, representing an estimated 25 million people, according to Edison Research’s “The UK Podcast Consumer 2025” report. Weekly podcast consumption has also increased, with 33% of UK adults now listening to podcasts weekly.
Among younger adults aged 16-34, monthly podcast consumption reaches 61%, up from 40% in 2021. The medium also shows strong adoption among middle-aged adults, with 56% of those aged 35-54 consuming podcasts monthly, compared to 44% in 2021. Even among those 55 and older, podcast consumption stands at 38%, showing the medium’s broad appeal.
Podcast audiences display greater ethnic diversity compared to non-podcast consumers. While the UK’s general population is predominantly white, podcast audiences include higher percentages of Asian (5% vs 3% among non-podcast consumers), Black (5% vs 1%), and mixed ethnicity (3% vs 2%) listeners.
Consumer Profile Attracts Advertisers
The research highlights that podcast listeners represent an attractive demographic for advertisers. Among monthly podcast consumers, 71% are employed full or part-time (compared to 52% of non-podcast consumers), 54% hold university degrees (vs 39%), and 50% report annual household incomes above £40,000 (vs 41%).
Weekly podcast consumers also demonstrate characteristics that further enhance their appeal to advertisers: 63% own homes, 38% have children under 18, 25% plan to purchase a new car in the coming year, and 15% own businesses. Additionally, 50% of employed podcast listeners participate in workplace purchasing decisions.
The report reveals that 83% of UK weekly podcast consumers agree that hearing advertisements is a fair price to pay for free content, indicating high receptivity to advertising within the medium.
Listening Habits and Platform Preferences
Home remains the primary listening location for podcast consumers, with 59% of weekly podcast listeners consuming content at home. Other popular listening locations include while walking or on foot (13%), in the car (9%), and at work (7%).
Smartphones continue to dominate as the preferred device for podcast consumption, with 66% of weekly podcast listeners using smartphones as their primary listening device. Smart TVs are gaining traction, now accounting for 8% of podcast consumption, up from 4% previously.
The report identifies Spotify as the leading platform for podcast consumption in the UK, capturing 33% of the market. YouTube follows at 20%, with BBC Sounds at 15% and Apple Podcasts at 13%.
Technology Adoption Driving Growth
The research points to increased adoption of smart speakers and smart TVs as contributing factors to podcast growth. Smart speaker ownership in the UK has risen from 25% in 2021 to 45% in 2025, surpassing US adoption rates, which stand at 35%. Smart TV ownership has similarly increased from 50% to 72% during the same period, representing approximately 35 million people.
In-car podcast consumption shows potential for growth, with podcast listening in vehicles increasing from 15% to 22%. This increase corresponds with greater adoption of automotive phone integration systems, with 38% of UK adults who have driven or ridden in a car in the past month now having either Apple CarPlay or Android Auto in their primary vehicle, up from 17% in 2021.
Podcast Advertising Effectiveness
The report presents evidence of advertising effectiveness within podcasts, showing significant improvement in brand perception following podcast advertising campaigns. In one case study examining online travel experience brands, favorable opinions of an advertised brand increased substantially post-campaign, while control brands showed minimal changes.
This effectiveness may be linked to the unique relationship between podcast hosts and their audiences. As one podcast fan quoted in the report explains: “When I’m watching a TV show, I’m a spectator. But with a podcast, I feel like I become part of the conversation.”
Cross-Market Reach
UK-produced podcasts also reach international audiences, with the top 10 UK-based podcasts collectively reaching 2.3 million Americans weekly. This cross-market appeal provides additional opportunities for advertisers seeking international exposure.
The research identifies tools available to advertisers for podcast campaign planning and measurement. These include audience demographic data, ranked podcast lists by category and demographic, and brand lift studies to measure advertising effectiveness.
Top Podcast Rankings
Edison’s research identifies the top podcasts in the UK market, with “The Joe Rogan Experience” leading the rankings for Q1 2025. Other popular shows include “The Rest Is Politics,” “The Diary Of A CEO with Steven Bartlett,” “The Rest Is History,” and “That Peter Crouch Podcast,” completing the top five.
For younger listeners specifically, the research highlights shows with high concentration among Gen Z audiences (ages 15-28), including “The Fellas Podcast,” “Not A Phase Podcast,” and “Cancelled.”
Outlook and Implications
The research suggests that the podcast market in the UK is well-positioned for more growth. For advertisers, the combination of an attractive consumer profile, high ad receptivity, and growing audience reach presents compelling opportunities.
For content creators and media companies, the data suggests opportunities to reach diverse audience segments across age, ethnicity, and interest categories, with particular strength among educated, employed consumers with disposable income.
All images are credited to Edison Research. The full report is available here.
Dragomir is a Serbian freelance blog writer and translator. He is passionate about covering insightful stories and exploring topics such as influencer marketing, the creator economy, technology, business, and cyber fraud.
Podcast consumption in the United Kingdom has achieved mainstream status with 51% of UK adults aged 16 and older now consuming podcasts monthly, up from 41% in 2021, representing an estimated 25 million people, according to Edison Research’s “The UK Podcast Consumer 2025” report. Weekly podcast consumption has also increased, with 33% of UK adults now listening to podcasts weekly.
Among younger adults aged 16-34, monthly podcast consumption reaches 61%, up from 40% in 2021. The medium also shows strong adoption among middle-aged adults, with 56% of those aged 35-54 consuming podcasts monthly, compared to 44% in 2021. Even among those 55 and older, podcast consumption stands at 38%, showing the medium’s broad appeal.
Podcast audiences display greater ethnic diversity compared to non-podcast consumers. While the UK’s general population is predominantly white, podcast audiences include higher percentages of Asian (5% vs 3% among non-podcast consumers), Black (5% vs 1%), and mixed ethnicity (3% vs 2%) listeners.
Consumer Profile Attracts Advertisers
The research highlights that podcast listeners represent an attractive demographic for advertisers. Among monthly podcast consumers, 71% are employed full or part-time (compared to 52% of non-podcast consumers), 54% hold university degrees (vs 39%), and 50% report annual household incomes above £40,000 (vs 41%).
Weekly podcast consumers also demonstrate characteristics that further enhance their appeal to advertisers: 63% own homes, 38% have children under 18, 25% plan to purchase a new car in the coming year, and 15% own businesses. Additionally, 50% of employed podcast listeners participate in workplace purchasing decisions.
The report reveals that 83% of UK weekly podcast consumers agree that hearing advertisements is a fair price to pay for free content, indicating high receptivity to advertising within the medium.
Listening Habits and Platform Preferences
Home remains the primary listening location for podcast consumers, with 59% of weekly podcast listeners consuming content at home. Other popular listening locations include while walking or on foot (13%), in the car (9%), and at work (7%).
Smartphones continue to dominate as the preferred device for podcast consumption, with 66% of weekly podcast listeners using smartphones as their primary listening device. Smart TVs are gaining traction, now accounting for 8% of podcast consumption, up from 4% previously.
The report identifies Spotify as the leading platform for podcast consumption in the UK, capturing 33% of the market. YouTube follows at 20%, with BBC Sounds at 15% and Apple Podcasts at 13%.
Technology Adoption Driving Growth
The research points to increased adoption of smart speakers and smart TVs as contributing factors to podcast growth. Smart speaker ownership in the UK has risen from 25% in 2021 to 45% in 2025, surpassing US adoption rates, which stand at 35%. Smart TV ownership has similarly increased from 50% to 72% during the same period, representing approximately 35 million people.
In-car podcast consumption shows potential for growth, with podcast listening in vehicles increasing from 15% to 22%. This increase corresponds with greater adoption of automotive phone integration systems, with 38% of UK adults who have driven or ridden in a car in the past month now having either Apple CarPlay or Android Auto in their primary vehicle, up from 17% in 2021.
Podcast Advertising Effectiveness
The report presents evidence of advertising effectiveness within podcasts, showing significant improvement in brand perception following podcast advertising campaigns. In one case study examining online travel experience brands, favorable opinions of an advertised brand increased substantially post-campaign, while control brands showed minimal changes.
This effectiveness may be linked to the unique relationship between podcast hosts and their audiences. As one podcast fan quoted in the report explains: “When I’m watching a TV show, I’m a spectator. But with a podcast, I feel like I become part of the conversation.”
Cross-Market Reach
UK-produced podcasts also reach international audiences, with the top 10 UK-based podcasts collectively reaching 2.3 million Americans weekly. This cross-market appeal provides additional opportunities for advertisers seeking international exposure.
The research identifies tools available to advertisers for podcast campaign planning and measurement. These include audience demographic data, ranked podcast lists by category and demographic, and brand lift studies to measure advertising effectiveness.
Top Podcast Rankings
Edison’s research identifies the top podcasts in the UK market, with “The Joe Rogan Experience” leading the rankings for Q1 2025. Other popular shows include “The Rest Is Politics,” “The Diary Of A CEO with Steven Bartlett,” “The Rest Is History,” and “That Peter Crouch Podcast,” completing the top five.
For younger listeners specifically, the research highlights shows with high concentration among Gen Z audiences (ages 15-28), including “The Fellas Podcast,” “Not A Phase Podcast,” and “Cancelled.”
Outlook and Implications
The research suggests that the podcast market in the UK is well-positioned for more growth. For advertisers, the combination of an attractive consumer profile, high ad receptivity, and growing audience reach presents compelling opportunities.
For content creators and media companies, the data suggests opportunities to reach diverse audience segments across age, ethnicity, and interest categories, with particular strength among educated, employed consumers with disposable income.
All images are credited to Edison Research.
The full report is available here.