Edison Research’s The UK Podcast Consumer 2025 reveals the massive tech of podcasts in the UK and the indicators that podcast listening has room to grow.
Majority of Brits consumed podcast in the last month: 71% of those in the UK ages 16+ have ever consumed a podcast, 51% have consumed a podcast in the last month, and 33% have consumed a podcast in the last week.
UK Podcast listening is poised for growth: Adoption of smart TV’s in homes for podcast consumption, more accessibility and variety of podcast on digital services, and increase in infotainment systems in cars all allow room for growth in the medium.
The number of UK weekly podcasts consumers ages 15+ who listen most often on a smart TV has doubled since 2023: 4% listened most often on a smart TV as of Q1 2023 compared to 8% who listened most often on a smart TV as of Q1 2023 compared to 8% who listened most often on a smart TV as of Q1 2025.
33% of UK weekly podcast listeners ages 15+ use Spotify most often to listen to podcasts; 20% use YouTube, 15% use BBC Sounds and 13% use Apple Podcasts.
38% of those in the UK ages 18+ who have driven or ridden in a car in the last month have either Apple CarPlay or Android Auto in their primary vehicle.
Edison Research Senior Director of Research Gabriel Soto presented findings from the study, which combines research from Edison’s The Infinite Dial UK, Edison Podcast Metrics, and other original research.
“This year’s UK Podcast Consumer Report shows not only mainstream adoption, but also how podcasts are reaching valuable and diverse audiences,” said Soto. “For advertisers, this is a pivotal moment. We at Edison are bullish on podcasting because the data shows further adoption potential, robust ad ROI and tools already in place to help brands confidently invest in podcasts as a core part of their media strategy.”
Podcasts have broad generational appeal: 61% of those in the UK ages 16-24 are monthly podcast consumers, 56% of ages 35-54 are monthly podcast consumers, and 38% of ages 55+ are mostly podcast consumers.
Podcast advertising delivers a robust ROI: 83% of weekly podcast consumers ages 15+ in the UK agree that hearing aids is a fair price to pay for free content.
The Top UK-based Podcast reach U.S. listeners: The Top 10 UK-based podcasts (podcasts hosted by someone from the UK or produced by a UK organization) reach a cumulative 2.3 million weekly podcast listeners in the U.S. each week.
Other findings include:
59% of UK weekly podcast consumer ages 15+ listen to podcasts most often at home
66% of UK weekly podcast consumers ages 15+ listen to podcasts most often on a smartphone
About the study: The UK Podcast Consumer 2024 from Edison Research draws upon the following datasets: Edison Podcast Metrics UK, Edison Podcast Metrics US, The Infinite Dial UK with sponsors AdsWizz and Sirius XM, and the Fandom Phenomenon with sponsor Wondery.