The company On Device has released new data on podcasting habits in the UK, revealing a deeply engaged nation, with 38% of listeners listening to humour/comedy podcasts, making it the most popular category.
According to the study, 61% of UK residents listen to podcasts monthly, and spend an average of 1.8 hours a day listening to their favorite shows. The main time for podcast listening is afternoon and evening, with 30% of people consuming it between 3 pm and 7 pm on weekdays.
After humor and comedy-related podcasts, Britons are interested in listening to podcasts based on true crime (30%), sports (30%), chat/conversation (27%), and news (22%). On the other hand, less popular genres include art (9%), fashion (10%), fiction (12%), business (13%), and technology (13%).
Sarah Robsonglobal head of advertising effectiveness at On Device, says: “The British love a good laugh, and this is reflected with comedy topping the podcast charts. In the UK, podcasts are on the rise, with more than half of the population listening to a podcast every month, which is much higher than other countries such as Australia (53%) and Singapore (55%).
“Another key finding in these markets is the time of day when people are listening to podcasts. In the UK, people are using podcasts to relax at the end of the day and during their commute home, while Australians prefer to listen before the workday begins and listeners in Singapore prefer to listen to podcasts on the weekend.
“The UK’s strong podcast engagement, particularly in the sports genre, provides fertile ground for advertisers looking to reach a highly engaged audience.”
Daily podcast listeners are 53% more likely to be daily radio listeners, reflecting strong cross-platform engagement. The mobile phone is the device of choice for 76% of listeners, with platforms such as Spotify (46%) and BBC/BBC Sounds (22%) leading the way. While 56% use free, ad-supported services, 25% opt for a subscription. Top reasons for listening include entertainment (55%) and relaxation (48%).
Compared to Australia, where 53% listen monthly and spend 1.6 hours per day, the UK’s engagement is significantly higher. Additionally, the UK’s preference for smart speakers (22%) is ahead of Australia (15%) and Singapore (11%). These findings are based on responses from 800 UK residents.
