June 27, 2024 • 10 mins
As the UK's top podcast consultant, it's my job to keep ahead of trends in podcasting in the country.
Along with that, the latest Edison Research data has been released, revealing a significant growth in podcast listenership in the UK.
This episode addresses both aspiring and existing podcasters, highlighting the key demographics and their engagement levels.
Next steps:
Fancy working with me on launching your new podcast?
Find out all you need to know at http://podknowspodcasting.co.uk/
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Do you want to double yourbranding reach with a podcast?
Now's the perfect time.
(00:21):
Hi there, podcaster or would be podcaster.
Neal Veglio here, the UK'snumber one podcast consultant.
It's official.
Just check Google and sometimes checkGPT, depending on what mood it's in.
This episode is really gonna make yourethink Your podcast strategy overall.
(00:41):
Whether you're a seasoned podcastalready, or you're a brand that's kinda
dabbling with the idea of starting one,and you've been doing your research,
you'll find this really useful.
This episode is for you.
Once again, some juicy data hasemerged from Edison Research.
Gabrielle Soto has released thedata that us Brits are really going
(01:02):
to want to sink our teeth into.
It's very insightful.
Let's start off with aheadline grabber, shall we?
Podcasts are officiallytaking over the UK.
More adults here than ever arelistening in, with over two thirds
of the UK population aged 18plus having said they've listened
(01:24):
to a podcast at some point.
That's a massive 42 percent listening inmonthly and 30 percent listening weekly.
Think of the opportunity there.
These numbers are at an all time high.
So if you've not been podcastingyet, you're missing out on a huge
opportunity to reach a captive audience.
(01:45):
They're there.
And for my fellow existing podcasterswho might be listening to this episode
via the podmaster, this is fabulous news.
It means our audiences are growing.
There's more potential than ever.
To expand reach and influence
Now let's break down whatthese numbers actually mean.
(02:05):
Shall we?
So weekly podcast listeners aged 15and above are spending an average of
five hours and 27 minutes each week.
With their favorite podcasts, that'snearly an entire work day dedicated
to just consuming podcast content.
Think the radio in thenineties and two thousands.
(02:28):
That's where we are.
That's a lot of ears and a lot of time foryour brand to make an impression early on.
Today's teenagers aretomorrow's consumers.
Now, for existing podcasters, thismeans more opportunities to keep your
audience engaged and loyal even earlier.
(02:49):
Obviously, you're going to haveto think about the content and how
you engage those younger audiences.
But we're no longer at that point where wehave to write off Gen Z with our content.
Consider how you can approachyounger ears with your content to
make it more attractive to them.
It could pay dividends in the long run.
Your podcast is going to be yourgolden ticket to engaging with a
(03:10):
tech savvy, trend setting ground.
You want your brand front and centerof these TikTok dwelling social jedis.
I had to get a Star Wars reference in.
It's pop culture, man.
So, yeah, I hope I've made a compellingargument now to think more about
how you're approaching those youngeraudiences between the ages of 15 and 34.
(03:33):
But it doesn't stop there.
There's still great opportunity.
Prime Targets, 35 to 54 agegroup, is another sweet spot.
About half of them are monthly listeners.
And 34 percent weekly.
Now this age group is in their primespending years, making them a really
(03:53):
lucrative audience for brands lookingto boost sales and brand loyalty.
Now they're usually quite affluent.
They're from the generation that actuallymanaged to get on the housing ladder.
So they do have disposable income.
Existing podcasters, consider creatingcontent that resonates with this
demographics, interests, and needs.
What are we all talking aboutin this age group at the moment?
(04:16):
But it's not just theyoung whippersnappers who
are hooked on podcasts.
The 55 the saga crowd,they're catching up fast.
The Edison Research Report showsthat 28 percent of those 55 and older
are monthly listeners, up from 20%.
Just last year!
(04:38):
An 8 percent increase in a year!
That's massive!
Weekly listeners in this agegroup have also increased to 18%.
So don't overlook those silversurfers, as we used to call them
during the dot com bubble era.
They're increasingly turning to podcastsfor entertainment and entertainment.
And information And they've got thetime and resources to be valuable
(04:58):
customers for existing podcasters.
This means there's a growingmarket of mature listeners,
hungry for quality content.
Now, let's talk about diversity.
The report highlights that 48percent of black UK adults and 39
percent of UK Asian adults listeners.
(05:19):
These figures are higher thanthe overall UK population's 42%.
This means podcasts are a powerfulway to reach a diverse audience that's
often overlooked in traditional media.
Why do we not have more creatorsfocusing towards these groups?
They've been shoutingabout it long enough.
(05:40):
In fact, that's always thecomplaint around podcast
conferences and podcast award shows.
Not enough recognition for diversity.
And the data is screaming at you.
Include us in your content.
As existing podcasters.
It's absolutely crucial tocreate inclusive content
(06:00):
that reflects this diversity.
Here's another interesting tidbit for you.
Gen Z, or as my American compatriotswould call it, Gen Z, they're making
waves in podcasting as well in audiences.
New weekly listeners are more likely tobe from Gen Z, with 38 percent of them
starting to listen in the past year.
(06:22):
Now, this is a generation that's grownup with the internet and streaming,
so it's not massively surprisingthey're flocking to podcasts.
If your brand or podcast is looking toconnect with the younger generation,
this is going to be where you need to be.
And let's not forget the ladies.
Reach among UK women is up significantly.
In 2023, 31 percent of UK basedwomen were monthly podcast listeners.
(06:48):
That number's jumped to 39 percent thisyear, with 26 percent listening in weekly.
Now, the top three podcasts forUK women are Shagged, Married,
Annoyed, Saving Grace, and oh mygod, I'm reluctantly going to have
to share this, Diary of a CEO.
These shows are apparentlyentertaining, certainly two of them are.
(07:10):
They're resonating deeplywith female listeners.
Now, podcasters, take note andconsider what your female audience
might be looking for in your content.
Now, I personally don't feel that Diaryof a CEO is a great barometer of that,
but clearly somebody out there likesit, and they're described as women,
although I do feel that bit needsa bit of a deeper dive by Edison.
(07:33):
Here's another fun factto chew on for you.
The top ten podcasts in the UK.
Reach 31 percent of all weeklylisteners aged 15 plus the top 25.
They reach 44 percent of weekly listeners.
This means nearly half of all weeklylisteners are listening to just 25 shows.
(07:54):
If you're thinking about doing advertisingor collaborating with podcasts as a brand,
these top shows are where you'll getthe most bang for your buck, literally.
And for existing podcasters, it's areminder of the importance of aiming
high and possibly collaboratingwith these top tier shows.
If you're going purely organic orinvesting in your market growth, if
(08:18):
you're willing to put the cash in.
And if you are have a chat with me,I can make it happen for you, baby.
Okay, so it's lovely to have all thisdata, but let's ask the burning question.
Why does all this matterfor brands and podcasters?
Gabriel Soto, the Senior Director ofResearch at Edison, who did this report,
(08:39):
summed it up, in my view, perfectly.
This report arms UK based creatorswith the ammo they need to
secure support for their content.
For brands, it means podcastsare no longer a niche market.
They're a mainstream platformwith a diverse, engaged audience
that's ripe for the picking.
For existing podcasters, this datais a goldmine for refining your
(09:00):
strategy and expanding your audience.
So there it is, the UK podcast consumer2024 report, a treasure trove of insights
that show just how powerful and widespreadpodcasting has become in the UK.
Now, whether you're a brand lookingto connect with future customers or
a creator wanting to make your markin the space, there's never been a
(09:24):
better time to dive into podcasting.
If you enjoyed this episode, make surethat you hit follow in your favorite
podcast app, also leave a review.
If you would, I'll truly appreciate it.
And if you are an existing podcaster,ready to take your podcasting game
to the next level, get yourselfover to pod mastery dot co for more
tips, tricks, and expert advice.
(09:44):
If you're a brand thinking aboutgetting started in this game.
I can help you to pod knows, podcasting.
co.
uk
(10:09):
Oh, one more thing before I clickstop on this episode, podcasting,
isn't just about talking into a micand hoping for an audience to listen.
It's about connecting with them, engagingwith them, Empathizing with them, telling
your story and listening to theirs comingback at you, building a community So
(10:31):
get on your mic and start forming yours.
Do you want to double yourbranding reach with a podcast?
Now's the perfect time.
(00:21):
Hi there, podcaster or would be podcaster.
Neal Veglio here, the UK'snumber one podcast consultant.
It's official.
Just check Google and sometimes checkGPT, depending on what mood it's in.
This episode is really gonna make yourethink Your podcast strategy overall.
(00:41):
Whether you're a seasoned podcastalready, or you're a brand that's kinda
dabbling with the idea of starting one,and you've been doing your research,
you'll find this really useful.
This episode is for you.
Once again, some juicy data hasemerged from Edison Research.
Gabrielle Soto has released thedata that us Brits are really going
(01:02):
to want to sink our teeth into.
It's very insightful.
Let's start off with aheadline grabber, shall we?
Podcasts are officiallytaking over the UK.
More adults here than ever arelistening in, with over two thirds
of the UK population aged 18plus having said they've listened
(01:24):
to a podcast at some point.
That's a massive 42 percent listening inmonthly and 30 percent listening weekly.
Think of the opportunity there.
These numbers are at an all time high.
So if you've not been podcastingyet, you're missing out on a huge
opportunity to reach a captive audience.
(01:45):
They're there.
And for my fellow existing podcasterswho might be listening to this episode
via the podmaster, this is fabulous news.
It means our audiences are growing.
There's more potential than ever.
To expand reach and influence
Now let's break down whatthese numbers actually mean.
(02:05):
Shall we?
So weekly podcast listeners aged 15and above are spending an average of
five hours and 27 minutes each week.
With their favorite podcasts, that'snearly an entire work day dedicated
to just consuming podcast content.
Think the radio in thenineties and two thousands.
(02:28):
That's where we are.
That's a lot of ears and a lot of time foryour brand to make an impression early on.
Today's teenagers aretomorrow's consumers.
Now, for existing podcasters, thismeans more opportunities to keep your
audience engaged and loyal even earlier.
(02:49):
Obviously, you're going to haveto think about the content and how
you engage those younger audiences.
But we're no longer at that point where wehave to write off Gen Z with our content.
Consider how you can approachyounger ears with your content to
make it more attractive to them.
It could pay dividends in the long run.
Your podcast is going to be yourgolden ticket to engaging with a
(03:10):
tech savvy, trend setting ground.
You want your brand front and centerof these TikTok dwelling social jedis.
I had to get a Star Wars reference in.
It's pop culture, man.
So, yeah, I hope I've made a compellingargument now to think more about
how you're approaching those youngeraudiences between the ages of 15 and 34.
(03:33):
But it doesn't stop there.
There's still great opportunity.
Prime Targets, 35 to 54 agegroup, is another sweet spot.
About half of them are monthly listeners.
And 34 percent weekly.
Now this age group is in their primespending years, making them a really
(03:53):
lucrative audience for brands lookingto boost sales and brand loyalty.
Now they're usually quite affluent.
They're from the generation that actuallymanaged to get on the housing ladder.
So they do have disposable income.
Existing podcasters, consider creatingcontent that resonates with this
demographics, interests, and needs.
What are we all talking aboutin this age group at the moment?
(04:16):
But it's not just theyoung whippersnappers who
are hooked on podcasts.
The 55 the saga crowd,they're catching up fast.
The Edison Research Report showsthat 28 percent of those 55 and older
are monthly listeners, up from 20%.
Just last year!
(04:38):
An 8 percent increase in a year!
That's massive!
Weekly listeners in this agegroup have also increased to 18%.
So don't overlook those silversurfers, as we used to call them
during the dot com bubble era.
They're increasingly turning to podcastsfor entertainment and entertainment.
And information And they've got thetime and resources to be valuable
(04:58):
customers for existing podcasters.
This means there's a growingmarket of mature listeners,
hungry for quality content.
Now, let's talk about diversity.
The report highlights that 48percent of black UK adults and 39
percent of UK Asian adults listeners.
(05:19):
These figures are higher thanthe overall UK population's 42%.
This means podcasts are a powerfulway to reach a diverse audience that's
often overlooked in traditional media.
Why do we not have more creatorsfocusing towards these groups?
They've been shoutingabout it long enough.
(05:40):
In fact, that's always thecomplaint around podcast
conferences and podcast award shows.
Not enough recognition for diversity.
And the data is screaming at you.
Include us in your content.
As existing podcasters.
It's absolutely crucial tocreate inclusive content
(06:00):
that reflects this diversity.
Here's another interesting tidbit for you.
Gen Z, or as my American compatriotswould call it, Gen Z, they're making
waves in podcasting as well in audiences.
New weekly listeners are more likely tobe from Gen Z, with 38 percent of them
starting to listen in the past year.
(06:22):
Now, this is a generation that's grownup with the internet and streaming,
so it's not massively surprisingthey're flocking to podcasts.
If your brand or podcast is looking toconnect with the younger generation,
this is going to be where you need to be.
And let's not forget the ladies.
Reach among UK women is up significantly.
In 2023, 31 percent of UK basedwomen were monthly podcast listeners.
(06:48):
That number's jumped to 39 percent thisyear, with 26 percent listening in weekly.
Now, the top three podcasts forUK women are Shagged, Married,
Annoyed, Saving Grace, and oh mygod, I'm reluctantly going to have
to share this, Diary of a CEO.
These shows are apparentlyentertaining, certainly two of them are.
(07:10):
They're resonating deeplywith female listeners.
Now, podcasters, take note andconsider what your female audience
might be looking for in your content.
Now, I personally don't feel that Diaryof a CEO is a great barometer of that,
but clearly somebody out there likesit, and they're described as women,
although I do feel that bit needsa bit of a deeper dive by Edison.
(07:33):
Here's another fun factto chew on for you.
The top ten podcasts in the UK.
Reach 31 percent of all weeklylisteners aged 15 plus the top 25.
They reach 44 percent of weekly listeners.
This means nearly half of all weeklylisteners are listening to just 25 shows.
(07:54):
If you're thinking about doing advertisingor collaborating with podcasts as a brand,
these top shows are where you'll getthe most bang for your buck, literally.
And for existing podcasters, it's areminder of the importance of aiming
high and possibly collaboratingwith these top tier shows.
If you're going purely organic orinvesting in your market growth, if
(08:18):
you're willing to put the cash in.
And if you are have a chat with me,I can make it happen for you, baby.
Okay, so it's lovely to have all thisdata, but let's ask the burning question.
Why does all this matterfor brands and podcasters?
Gabriel Soto, the Senior Director ofResearch at Edison, who did this report,
(08:39):
summed it up, in my view, perfectly.
This report arms UK based creatorswith the ammo they need to
secure support for their content.
For brands, it means podcastsare no longer a niche market.
They're a mainstream platformwith a diverse, engaged audience
that's ripe for the picking.
For existing podcasters, this datais a goldmine for refining your
(09:00):
strategy and expanding your audience.
So there it is, the UK podcast consumer2024 report, a treasure trove of insights
that show just how powerful and widespreadpodcasting has become in the UK.
Now, whether you're a brand lookingto connect with future customers or
a creator wanting to make your markin the space, there's never been a
(09:24):
better time to dive into podcasting.
If you enjoyed this episode, make surethat you hit follow in your favorite
podcast app, also leave a review.
If you would, I'll truly appreciate it.
And if you are an existing podcaster,ready to take your podcasting game
to the next level, get yourselfover to pod mastery dot co for more
tips, tricks, and expert advice.
(09:44):
If you're a brand thinking aboutgetting started in this game.
I can help you to pod knows, podcasting.
co.
uk
(10:09):
Oh, one more thing before I clickstop on this episode, podcasting,
isn't just about talking into a micand hoping for an audience to listen.
It's about connecting with them, engagingwith them, Empathizing with them, telling
your story and listening to theirs comingback at you, building a community So
(10:31):
get on your mic and start forming yours.
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