Record Number of UK Podcast Listeners! - Official 2024 Data

Here's the deal. This news is fu*king huge for all marketers everywhere!

Before I get into it, I just want you to know that it's rare that I get super excited about trends. This is mostly because over the years I've seen them come and go more frequently than a LinkedIn post format or feature.

I've been in this podcasting game since the early 2000s and things had been seemingly plodding slowly ever since, when it came to podcasting's appeal to 'the punters'. That's all changed. Interest is rapidly growing.

The Edison Research UK Podcast Consumer 2024 Report is loaded with sexy insights that highlight not just the growth of podcasting with 'them out there' but the immense business opportunities that come with it, for us, LinkedIn's marketers and business bods.

My aim in this article is to break the key facts down in case you're unable to sit and watch or listen. But if you find the info insightful, please do feel free to share the episode with anyone you think would benefit.

Watch the episode/listen now

The Rise of Podcasting in the UK

More UK adults than ever are shoving their earholes over devices playing podcasts. Over two-thirds of the UK population aged 18+ have listened to a podcast at some point, with 42% tuning in monthly and 30% weekly.

These numbers represent an all-time high, illustrating a massive captive audience waiting to be tapped into.

Brands that have yet to venture into podcasting are seriously missing out on an unbelievable opportunity to connect with a diverse, engaged audience of future buyers, long before their competitors get a clue!

Pssst! If you need help with making this happen, chat with me. This is what I do.

Listening Habits of 'The Kidz'

Weekly podcast listeners aged 15 and above are dedicating an average of five hours and 27 minutes per week to their favourite shows.

This substantial commitment parallels the radio consumption trends of the 90s and 2000s, and it underscores the potential brand impression time.

Today’s teenagers, who are avid podcast consumers, are tomorrow’s consumers. Hence, brands need to start thinking strategically about how their content can resonate with younger audiences.

Critical Audience Segment - The Last of the 'Homeowners'

It’s not just the younger generation that's hooked on a poddy feeling.

The 35-54 age group, which is in its prime spending years, are massively engaged.

Half are monthly listeners, and 34% listen weekly.

This age group typically has disposable income, which makes them a lucrative target for brands.

Moreover, individuals aged 55 and older are increasingly tuning in, with a rise from 20% to 28% in monthly listeners within just a year.

Weekly listeners within this age group have increased to 18%. Don't overlook this demographic; they have the time and resources, making them valuable customers for podcasters.

Take Special Note! Embrace Diversity in Podcasting!

The report shines a light on the impressive engagement levels among black and Asian UK adults.

With 48% of black adults and 39% of Asian adults as listeners, these figures exceed the overall UK podcast engagement rate.

And yet, as my PoC pod friends will tell you, this audience is often overlooked in traditional media.

This is me giving you the challenge as brands on LinkedIn with podcasts.... create inclusive content that meets the needs and interests of these often-marginalised groups!

Gen Z: The Digital Natives

Gen Z continues to make waves in podcasting.

In the past year, 38% of new weekly listeners were from this generation.

This makes TikTok look just stupid, given their apparent abandonment of much talked about plans (and indeed publicly facing tests) of integrating podcasts directly within the app.

This digital-native group has grown up with the internet and streaming and represents a critical audience for brands looking to future-proof their marketing strategies.

Why This Data Matters for Brands like yours and Other Podcasters

Gabriel Soto , Senior Director of Research at Edison, wonderfully sums up the essence of the report: "With this report, Edison Research seeks to arm UK-based creators with the ammunition they need to secure support for their content."

For brands, it underscores the sentiment that podcasts are no longer a niche market but a mainstream platform offering access to a diverse, engaged audience ripe for engagement.

Maybe consider that before you plan to waste all that cash on paying someone to write your social media posts that nobody ever sees...

Acast's Helping Voters Avoid The Boring Debates

I'm not the biggest fan of Acast for reasons too numerous to mention here. But they've just gone some way towards redeeming themselves.

They’ve launched a snazzy new ad tool for spotlighting news podcasts that are talking about specific election topics, to keep UK voters in the loop.

So, what’s the deal? Acast has handpicked a line up of top-notch news podcasts to give listeners a front-row seat to all the political drama and juicy debates.

So my guess is they're not bothering with Electoral Dysfunction, since that doesn't really have any.

Poor Beth Rigby.

She's worthy of so much more...

Other podcast episodes from clients and friends of Podknows Podcasting that you definitely want to check out!

Weeniecast episode 89 - on goal setting with ADHD with Katie ?? McManus

A new podcast that's at the very early stages so could do with your support if you're interested in home issues - Heal Your Home (produced by David Rennie so give him some support!)

Another new podcast but this time from a familiar podcaster to the Podknows family - Colin True with "Gear and Beer"

Until next time!