Global Brand Lift measurement company On Device has released new data on the UK’s podcasting habits, revealing a nation deeply engaged with 38% of listeners tuning into humour/comedy podcasts making it the most popular category. 

According to the study, 61% of UK residents listen to podcasts monthly, spending an average of 1.8 hours daily listening to their favourite shows. Prime podcast listening times are in the afternoon and evening, with 30% tuning in between 3:00 PM — 7:00 PM on weekdays.

Following on from humour and comedy related podcasts, Brits are keen to listen to true crime (30%), sports (30%), chat/conversational (27%), and news (22%) themed podcasts. Conversely the least popular genres include arts (9%), fashion (10%), fiction (12%), business (13%), and technology (13%).

Sarah Robson, Global Head of Advertising Effectiveness from On Device says: “Brits love a good laugh, and it shows with comedy topping the podcast charts. In the UK, podcasts are booming with over half the population tuning in every month, which is much higher than other countries such as Australia (53%) and Singapore (55%). And nearly half of those people listen weekly.

“Another key finding across these markets is the time of day that people are listening to podcasts. In the UK, people are using podcasts to wind down at the end of the day and on their commute home, whilst Australians prefer to turn in before heir working day starts and Singaporeans much prefer to listen to podcasts on the weekend.

“The UK’s robust podcast engagement, particularly in the sports genre, provides a fertile ground for advertisers looking to tap into a highly engaged audience.”

Daily podcast listeners are 53% more likely to also be daily broadcast radio listener, demonstrating a strong cross-platform engagement. Mobile phones are the preferred device for 76% of listeners, with platforms like Spotify (46%) and BBC/BBC Sounds (22%) leading the way. While 56% use free ad-supported services, 25% opt for subscriptions. Key reasons for listening include entertainment (55%) and relaxation (48%).

Compared to Australia, where 53% listen monthly and spend 1.6 hours daily, the UK’s engagement is notably higher. Additionally, the UK’s preference for smart speakers (22%) surpasses both Australia (15%) and Singapore (11%). These findings are based on responses from 800 UK residents.

Andrew Goldsmith, CEO from Adelicious: “The detailed insights into the UK’s podcast consumption habits uncovered by On Device is not only empowering for us, but also the brands we partner with to develop podcasts that engage with audiences. We’ve known for some time that the podcast market is growing at a fairly quick pace so understanding the habits of UK podcast listeners, such as the genres they want to listen to as well as the time of day they choose to tune in, is a fundamental part of our development process.”

Global brand lift measurement company On Device reveals a new finding on Singapore’s podcast preferences. Showcasing a significant tilt towards educational content which captures the attention of 28% of monthly listeners, making it the most popular category.

The study shows that 55% of Singaporeans listen to podcasts monthly, with an average listening time of 1.8 hours daily. Podcast consumption in Singapore peaks during weekend nights, especially between 10:00 PM – Midnight (21%) .

True Crime (24%), humour/comedy (37%), chat/conversational (26%) and news (23%) are also popular podcast genres for Singaporeans. Conversely, the least popular podcast themes in Singapore include arts (8%), science (14%), politics (16%), fashion (11%), and fiction (12%).

Simon Clarke, Commercial Director of On Device APAC states: “Singapore’s podcast listeners show a distinct preference for educational content, which we found really interesting and is much higher than other parts of the world such as Australia (24%) and the UK (17%). This highlights how unique the market is for advertisers to engage a knowledge-seeking audience.

“Singaporans also use their weekend evenings to listen to podcasts. This is in stark contrast to Australians who much prefer to get up early and consume their favourite podcast between 6:00am and 9:00am while on their way to work and Brits who consume them most between 3pm  – 5pm.

Daily podcast listeners are 67% more likely to also be daily broadcast radio listeners, highlighting a strong cross-media connection, and mobile phones are the device of choice for 81% of listeners. 

Preferred platforms include YouTube (55%) and Spotify (51%).

While 66% of listeners prefer free ad-supported services, 38% tolerate ads for free content, though 30% feel that there is excessive ad clutter. Key reasons for listening include entertainment (58%) and commuting (34%).

Clarke expands: “What this research is telling us is that Singaporians look to podcasts to be entertaining but also as an educational tool. Like many other countries, the vast majority of users are opting for the free platforms to listen to podcasts, however, brands and podcast producers should keep in mind that users are feeling that the number of ads are increasing, and mindful of how they integrate them into their shows.”

In comparison to the UK, where 61% listen monthly and 22% use smart speakers, Singapore exhibits strong engagement via mobile devices and a preference for educational content over the UK’s sports preference. These insights come from 804 Singaporean respondents.

Kym Treasure, the CEO of Audacia Audio, highlights the importance of On Device’s detailed analysis of podcast consumption trends among Singaporeans for marketers and media agencies.

“ Understanding how Singaporean consumers are embracing podcasts is crucial for allocation into the medium. This study and data fills a significant gap in the market, prompting marketers to justify increased budget allocation to the podcast advertising. With the rapid expansion of the podcast industry, grasping the genre preferences and favoured listening times of Singaporean listeners is essential for media buyers to shape their audio strategies effectively.”

Global brand lift measurement company On Device has unveiled new insights into Australia’s podcasting landscape, highlighting a nation captivated by True Crime content with 45% of Australians devoted to the genre, making it the most popular category.

The study reveals that 53% of Australians tune in to podcasts monthly, spending an average of 1.6 hours daily listening. Australian are also early risers in their podcast habits, with 25% listening between 6:00 AM – 9:00 AM on weekdays. Daily podcast listeners are also 49% more likely to engage with broadcast radio daily, indicating a strong synergy between these two audio formats.

Humour/comedy (39%), society and culture (25%), TV and film (25%), and educational (24%) are also popular genres for Australians to listen to. Conversely, the least popular podcast themes include fashion (9%), beauty (10%), politics (10%), fiction (14%), and technology (14%).

Allan Breiland, ANZ Research Director from On Device says of these findings: “Australia’s podcasting landscape is evolving rapidly, with a significant preference for true crime content suggesting narrative podcasts are a very strong medium for engagement. What’s fascinating is the strong correlation between podcast listeners who are also highly likely to tune into broadcast radio, showing the two mediums are complementary and can tap into the different mindsets these channels afford.”

Unsurprisingly, mobile phones dominate as the preferred device for 79% of users, with YouTube (47%) and Spotify (54%) leading the platform preference.

The motivations behind podcast listening in Australia are primarily for entertainment (57%) and relaxation (46%). While 38% of listeners appreciate ads for providing free content, 33% express concerns over ad clutter, highlighting the need for more effective advertising strategies.

Breiland expands: “It’s clear that Australians use podcasts as a way to break away from the daily grind. Whilst they don’t mind the odd ad, brands and podcast producers should be mindful of over-indexing on the number of ads included in each episode for risk of creating fatigue and losing listeners.”

Comparing these findings with the UK, where 61% listen monthly and spend 1.8 hours daily, Australia’s engagement levels are strong yet slightly lower. However, Australia closes matches Singapore, where 55% listen monthly. These insights are based on responses from 1,100 Australians.

Kym Treasure, CEO of Audacia Audio, notes the increasing trend of Australians tuning into podcasts in the morning, which has become a part of Australian culture. According to Treasure, “It’s fantastic to observe more Australians starting their day with various podcast genres such as News, Comedy, Lifestyle, Sports, True Crime, or Business.

“This presents an ideal opportunity for brands to engage with consumers more meaningfully by ensuring that their content is both relevant and timely, fostering a deeper and more authentic connection with the audience.

“This shift signifies a natural progression from traditional broadcast media such as radio to on-demand platforms like podcasts. On Device’s in-depth analysis of Australian podcast consumption habits not only offers valuable insights but also empowers the brands we collaborate with to sponsor this premium content with confidence.”