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How the UK is Tuning into Audio-On-Demand
Podcasting has firmly established itself as a powerful force in the UK’s audio landscape. The latest MIDAS Winter 2024 report reveals a growing appetite for podcasts, with 26% of the UK population tuning in weekly and spending an average of 8 hours per person immersed in on-demand audio content. The industry is experiencing unprecedented growth, with podcast listening hours increasing by 54% since Winter 2020.
Why Are More People Turning to Podcasts?
Podcasts serve multiple purposes for listeners, from providing companionship to keeping them informed. The MIDAS report highlights key listener motivations:
- To amplify mood: 33% of podcast listeners say they tune in to lift their spirits or relax.
- To feel informed: 31% of podcast listeners use the medium to broaden their horizons and stay updated on current events.
- To keep company: While radio remains a top choice for background audio, podcasts are also being used as a companion for daily activities such as commuting, exercising, and working.
Who is Listening to Podcasts?
Podcasting appeals primarily to a younger, engaged audience. Over three-quarters of listeners are under the age of 55, with a fairly even gender split—45% male and 55% female. The convenience of smartphone access (which accounts for 81% of podcast listening) has played a significant role in the rise of this medium.
When and Where Are People Listening?
Podcasts offer flexibility, allowing listeners to engage with content at any time and place. The peak listening time aligns with the morning commute at 8:00–8:30 AM, mirroring live radio habits. While the majority of podcast listening occurs at home, many also consume episodes on-the-go, whether commuting, working, or exercising.
Podcast Discovery & Engagement
One of the most compelling findings from the MIDAS report is the high level of engagement among podcast listeners:
- 75% listen to 1–3 episodes weekly
- 23% consume between 4 and 10 episodes
- 84% listen to most or all of an episode
- 70% get through more than half of all downloaded episodes
Discovery remains a crucial factor for growth. Listeners find new podcasts primarily through recommendations from friends, social media, podcast platforms, and radio cross-promotion.
What’s Next for Podcasting?
With podcast consumption continuing to climb, brands, content creators, and businesses have a unique opportunity to tap into this engaged audience. As more listeners turn to podcasts for information, entertainment, and connection, the demand for high-quality, niche content will only grow. Whether it’s branded storytelling, thought leadership, or educational series, podcasts provide a direct and immersive way to engage audiences.
The MIDAS Winter 2024 report solidifies what many in the industry already know—podcasting is not just a trend; it’s a fundamental shift in how people consume audio content. For businesses looking to connect with a loyal and engaged audience, now is the time to invest in podcasting.
For more information about podcast advertising, take a look at these blogs:
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