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screen-free audio environments
It has been suggested that Podcasts can lift brand awareness up to 25x higher than traditional media channels alone.
Podcast advertising is especially popular with Startups as there is a perceived belief that all podcasting is modern, relevant and ‘hip’, everything a Startup wants to be.
• Global offer next-level podcast production services for ambitious businesses looking to engage audiences with pinpoint precision.
As podcasting is now a mainstream medium, we are finding that many of our clients’ brands are shifting from traditional ads to audio engagement. See DAX.
• Consumers view podcasts as more memorable and trustworthy than other media.
• 58% of listeners have discovered a product they liked through a podcast ad. 45% have actually made a purchase.
what is podcast advertising?
Podcast advertising is ‘programmatic Audio Advertising’. Whilst this can include radio and music, it also includes podcasts.
Ad Formats
Common formats include Host-read ads, or pre-recorded ads, that are voiced at the beginning, middle or end of the podcast (Pre-Roll Ads, Mid-Roll Ads and Post-Roll Ads etc). Host-read ads are popular and are similar to presenters reading ads on the radio; there is a better level of authenticity and connection.
Global can create any podcast advert for you. We offer a full-service solution which includes production, hosting, distribution and ad insertion. More.
How many listeners tune into podcasts?
| Year | Metric (Reach / % / Absolute) | Notes / Source |
| 2022 | 10.5 million adult listeners (summer) | “The number of adult podcast listeners … reaching 10.5 million in summer 2022” — PodKnows (citing UK data) Podknows Podcasting |
| 2022 | Weekly reach among UK adults: <8% | Ofcom data suggests “regular (i.e. weekly) podcast listeners” share is around 25 % in some years. adambowie.com |
| 2023 | Weekly reach: >19% of UK adults | PodKnows reports weekly reach among UK adults as ~ 19 % in 2023 PodKnows Podcasting |
| 2025 | Monthly podcast consumption (16+): >51 % | Edison UK Podcast Consumer 2025 report: 51 % of UK aged 16+ consumed a podcast in last month, Edison Research |
| 2025 | Weekly podcast consumption (16+): >33 % | Same source: 33 % of UK aged 16+ consumed a podcast in the last week Edison Research |
| 2025 | Monthly listeners (UK): >15.5 million | LRB estimates ~15.5 million monthly listeners in 2025 LRB |
Who are they?
| Category | Key Insights |
| Age | Podcasts attract a younger-skewing audience, though adoption is broadening. • 16–34s remain the largest share of weekly listeners (around 45–50%). • 35–54s make up approximately 35%. • 55+ listenership is growing steadily (now 15–20%). |
| Gender | Historically more male, but now nearly balanced: ~52% male / 48% female (Edison 2025). Women’s share has grown significantly thanks to lifestyle, wellness, and true crime genres. |
| Location | Strongest in urban and commuter-heavy regions such as London, Manchester, Birmingham, and Bristol. However, local and regional podcasts are increasingly driving rural growth. |
| Education & Income | Listeners are more likely to be degree-educated and have above-average incomes. RAJAR data shows over 60% of listeners are in ABC1 social grades. |
| Employment | Many listeners are professionals, freelancers, or students. Podcast listening suits multitasking and mobile lifestyles, fitting into commuting and flexible work patterns. |
why are podcast ads so popular?
Targeting: Clients like that they can fine-tune their audience targeting by focusing on specific genres, playlists, moments, locations and listener demographics. It is a win-win situation. Good content, excellent concentration (no screen), minimal ad competition.
Popular podcasts, by definition, create good content; otherwise, they fail to attract listeners. Podcast listener numbers continue to grow as this format:
- Content is easy to access
- Users listen to what they want
- Episodes build intimacy
- Podcasts provide an instant community
Who is advertising
uk podcast & advertising stats
| Metric | Figure / Trend | Source / Notes |
| Ad spend/growth | Podcast ad revenue in the UK grew +/-23% year-over-year in 2023/4, reaching £83 million | IAB UK / Digital Adspend report soundsprofitable.com |
| Share vs streaming audio | Podcast advertising is closing the gap with streaming audio ads — in 2023, podcasts reached +/-£83 million vs streaming at +/-£92 million | soundsprofitable.com |
| Market projection | UK podcast advertising market projected to reach +/-USD 1,863.1 million (+/-£1.5-1.6 billion) by 2030, at +/-9.8% CAGR from 2025 to 2030 | Grand View Research |
| Average ad spend per listener | The average ad spend per podcast listener in the UK rose from £2.31 (2020) to £4.14 (2024) | Embryo |
| Reach & consumption | 71% of UK adults (16+) have ever consumed a podcast; 51% are monthly listeners; 33% are weekly listeners | Edison Research |
| Listening intensity | UK weekly podcast listeners (age 15+) average 5 hours 27 minutes of listening per week. 83% of senior executives listened to a podcast in the last week, we’ll make sure yours is on their queue. | Edison Research+1 |
| Ad receptivity | 83% of UK weekly podcast consumers (15+) agree that hearing advertisements is a fair trade for free content | Edison Research+1 |
| Where people listen | 59% listen at home; 13% while walking; 9% in car (UK) | PPC Land |
| Device & platform trends | Smartphones remain dominant (+/-66% primary listening device) in UK; smart TV share doubled from 4% (2023) to 8% (2025) | PPC Land+1 |
| Growth among older demographics | Among age 55+, monthly podcast listening rose to 28% (from 20% in 2023); weekly listening at 18% | Edison Research+1 |
podcasting is booming, and podcast ads are working
Podcasts are booming, and more advertisers are discovering that audio advertising across radio and podcasts is an effective way to reach an audience with a distinctly different mindset.
• It’s a space where messages sound more personal, less generic, and far more engaging.
That difference makes laser audience targeting simpler, smarter, and more effective. Find out how Global’s 150-strong audio team can get your podcast ads not just heard but truly listened to and remembered.
