World Model Raise measurement firm On Device has launched new information on the UK’s podcasting habits, revealing a nation deeply engaged with 38% of listeners tuning into humour/comedy podcasts making it the most well-liked class.
Based on the research, 61% of UK residents take heed to podcasts month-to-month, spending a median of 1.8 hours every day listening to their favorite exhibits. Prime podcast listening instances are within the afternoon and night, with 30% tuning in between 3:00 PM — 7:00 PM on weekdays.
Following on from humour and comedy associated podcasts, Brits are eager to take heed to true crime (30%), sports activities (30%), chat/conversational (27%), and information (22%) themed podcasts. Conversely the least common genres embody arts (9%), style (10%), fiction (12%), enterprise (13%), and know-how (13%).
Sarah Robson, World Head of Promoting Effectiveness from On Machine says: “Brits love snort, and it exhibits with comedy topping the podcast charts. Within the UK, podcasts are booming with over half the inhabitants tuning in each month, which is far larger than different international locations reminiscent of Australia (53%) and Singapore (55%). And practically half of these folks pay attention weekly.
“One other key discovering throughout these markets is the time of day that persons are listening to podcasts. Within the UK, persons are utilizing podcasts to wind down on the finish of the day and on their commute house, while Australians favor to show in earlier than inheritor working day begins and Singaporeans a lot favor to take heed to podcasts on the weekend.
“The UK’s strong podcast engagement, notably within the sports activities style, offers a fertile floor for advertisers seeking to faucet right into a extremely engaged viewers.”
Each day podcast listeners are 53% extra more likely to even be every day broadcast radio listener, demonstrating a robust cross-platform engagement. Cellphones are the popular system for 76% of listeners, with platforms like Spotify (46%) and BBC/BBC Sounds (22%) main the best way. Whereas 56% use free ad-supported providers, 25% go for subscriptions. Key causes for listening embody leisure (55%) and leisure (48%).
In comparison with Australia, the place 53% pay attention month-to-month and spend 1.6 hours every day, the UK’s engagement is notably larger. Moreover, the UK’s choice for good audio system (22%) surpasses each Australia (15%) and Singapore (11%). These findings are primarily 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 Machine is just not solely empowering for us, but in addition the manufacturers we associate with to develop podcasts that interact with audiences. We’ve identified for a while that the podcast market is rising at a reasonably fast tempo so understanding the habits of UK podcast listeners, such because the genres they need to take heed to in addition to the time of day they select to tune in, is a elementary a part of our growth course of.”
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