Podcasting Popularity: Stats from ‘The UK Podcast Consumer 2025’
By Ruby Punt, Social Media Content Executive
It’s no secret that podcasts are continuing to rise in popularity over recent years.
We are privileged to be producing podcasts for some wonderful clients including London Stock Exchange Group, Freshfields, Octopus Energy, Oxera, MillerKnoll and many others. But is podcasting right for your organisation?
According to Edison Research’s 07/08/25 newly released report ‘The UK Podcast Consumer 2025’, over half (51%) of the UK population aged 16+ listened to or watched a podcast in the last month, up 10% from 2021. With millions of listeners across the UK, it’s a great opportunity for brands to get stuck in!
Read on for highlights from the report and what it could mean for the future of podcasting within the UK.
Reaching mainstream and milestones
Podcasting has reached the mainstream with over 50% of monthly listeners, suggesting podcasting is just as popular as other digital habits such as listening to music and watching videos.
- 71% of the UK 16+ population have ever consumed a podcast
- 51% of the UK 16+ population have consumed a podcast in the last month
- 33% of the UK 16+ population have consumed a podcast in the last week
With an impressive 33% of consumers tuning in weekly, it shows an increasing demand for podcasting, and the engagement rates it generates.
Why is podcasting such a hit?
Being easily accessible at any time makes podcasts a popular choice. With at home listening being the most popular (59%), consumption during everyday tasks such as walking (13%), in the car (9%) and at work (7%), makes them an ideal form of entertainment throughout the day.
Interesting to note, the ownership of Smart Speakers has also risen to 45% in the UK, overtaking the US (35%), highlighting the increased popularity of a hands-free audio experience within the home.
How the UK listens: Devices and Platforms
Whilst mobile phones are still the go-to for watching/listening to podcasts (slightly fallen to 66%), Smart TV’s (8%) and smart speakers are steadily rising in popularity.
Spotify still takes the lead in terms of streaming platforms (33%), followed by YouTube (20%), BBC Sounds (15%) and Apple Podcasts (13%) as the top four platforms.
Generational appeal
Podcasting in 2025 reaches across age groups, backgrounds, and lifestyles.
- 61% of Brits Aged 16-34 are monthly podcast consumers
- 56% of Brits Aged 35-54 are monthly podcast consumers
- 38% of Brits Aged 55+ are monthly podcast consumers
This variety in demographic tells us that podcasting expands over generations and is flexible enough to fit into a wide range of life stages, e.g. from students and professionals to parents and grandparents.
What does this mean for businesses?
UK podcast listeners are an ideal target for brands looking to reach decision-making audiences.
- Podcast listeners are more likely to be employed full-time.
- Many are homeowners and have higher-than-average household incomes.
- The audience skews toward those with post-secondary education.
This highlights the type of consumer that brands, especially in finance, tech, education, and lifestyle sectors, may be eager to reach through marketing initiatives. Podcast listeners are active and informed consumers.
Is now the perfect time to create your own branded podcast? Get in touch with us using the contact form to learn how.
