Edison Research’s British Podcast Consumer 2025 reveals the vast technology of British podcasts, and the metrics for podcast listening have room for growth.
Most Brits consumed podcasts last month: 71% of people over the UK have consumed podcasts, 51% of them consumed podcasts last month, and 33% of them consumed podcasts last week.
Listening of UK podcasts is expected to grow: Podcast consumption with smart TVs, more accessibility and digital services for podcasts, and the increase in infotainment systems for cars are all room for media growth.
The number of weekly podcasts over the UK that are most frequently listened on smart TVs has doubled since 2023: 4% of people hear the most often on smart TVs from Q1 2023, while 8% of people hear the most often on smart TVs from Q1 2023, while 8% of people hear the most often on smart TVs from Q1 2023, while 8% of people hear the most often on smart TVs because smart TVs are Q1 2025 Q1 2025.
33% of UK weekly podcast listeners use Spotify over the age of 15 and listen to podcasts most frequently; 20% use YouTube, 15% use BBC sound, and 13% use Apple podcasts.
Last month, 38% of people over 18 who were driving or riding over 18 had Apple Carplay or Android Auto in their primary vehicles.
Gabriel Soto, Senior Director of Senior Research at Edison Research, presented the findings, which combine Edison’s Infinite Dial UK, Edison podcast metrics and other original studies.
“This year’s UK Podcast Consumer Report shows not only mainstream adoption, but also how podcasts can reach a valuable and diverse audience,” Soto said. “This is a critical moment for advertisers. Edison’s We are podcasters’ bullish because the data shows the potential for further adoption, strong advertising ROI and tools that can help brands confidently invest in podcasts as a core part of their media strategy.”
Podcasts have wide generational appeal: 61% of the UK aged 16-24 are monthly podcast consumers, 56% of the UK aged 35-54 are monthly podcast consumers, and 38% of the UK aged 55 and over are podcast consumers.
Podcast Advertising provides a strong ROI: In the UK, 83% of weekly podcast consumers over the age of 15 agree that hearing aids are fair prices for free payments.
The top UK podcasts attract our audience: Weekly in the United States, the top 10 podcasts based in the United Kingdom (podcasts hosted by someone in the United Kingdom or hosted by a British organization) accumulate 2.3 million weekly podcast listeners in the United States every week.
Other findings include:
59% of UK weekly podcast consumers are over 15 years old and most often listen to podcasts at home
66% of UK weekly podcast consumers are over 15 years old and most often listen to podcasts on their smartphones
About this study: Edison Research’s UK Podcast Consumer 2024 draws on the following dataset: Edison Podcast UK, Edison Podcast Us, Unlimited Dial The UK has sponsors Adswizz and Sirius XM, as well as sponsor Wondery’s fanaticism.
