The UK Podcast Consumer 2025 from Edison Research reveals the strong reach of podcasts in the UK and the indicators that podcast listening has room to grow. Podcasts have entered the mainstream in the UK, with 71% of adults (16+) having ever consumed a podcast and 51% listening monthly, equating to around 25 million people. Weekly consumption now reaches one-third of the adult population. Listening is most common at home (59%), but also occurs while walking (13%) or in the car (9%). Smartphones dominate as the main device, though smart TVs and connected cars are growing access points. Spotify leads as the most-used service (33%), followed by YouTube (20%) and BBC Sounds (15%).

Podcasts appeal broadly across generations: 61% of 16–34s, 56% of 35–54s, and 38% of 55+ consume monthly. The audience is also ethnically diverse, with higher representation among Asian and Black listeners compared to the general population. Importantly, podcast consumers tend to be well-educated, employed, and higher-income, with strong purchasing influence—63% own homes, 50% make at-work purchase decisions, and 25% plan to buy a car within a year.

Advertising in podcasts delivers strong ROI, with 83% of listeners accepting ads as a fair exchange for free content. Brand lift studies confirm advertising effectiveness, supported by targeting tools and demographic insights

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