According to the just released Infinite Dial 2021 UK, 41% of UK residents over the age of 16 have listened to a podcast in the last month. That’s approximately 23 million people.
The Infinite Dial 2021 UK was conducted by Edison Research and sponsored by Bauer Media Group UK and Spotify. The study surveyed 1,000 UK residents age 16+ on a variety of measures including online digital audio platforms, radio, social media, smart speakers, and more.
The study revealed that 71% of those age 16+ are familiar with podcasts, and 59% of those age 16+ have ever listened to a podcast putting the UK on par with the United States in terms of monthly listening. .
The UK is slightly behind the U.S. regarding weekly podcast listening as 25% of the UK population age 16+ has listened to a podcast in the last week versus 29% in the U.S.
Weekly podcast listeners in the UK listen to an average of five podcast episodes per week.
Seventy-five percent of UK residents age 16+ listen to online audio each month, and 66% of UK residents age 16+ listen to online audio each week.
According to Larry Rosin, President of Edison Research, “It is exciting to analyze the findings from the UK Infinite Dial in the context of other countries. It is evident that the UK is on par regarding many measures of consumption, including monthly podcast listening, and actually outpaces the US in areas like weekly radio reach and weekly online audio reach.”
Download the full report HERE.