The latest BBC data unveil compelling changes in UK podcast consumption, signifying notable shifts in listener demographics and preferences.
This report delves into these trends, offering invaluable insights for content creators, marketers, and advertisers. The data from the BBC, Ofcom, and RAJAR, which reveals a staggering 139% increase in the number of hours Britons spend listening to podcasts from 2018 to 2023, is not just a statistic but a powerful tool that can guide your strategies. This data, presented in the infographic below, underscores the enduring interest in podcasts and should pique the interest of content creators, marketers, and advertisers.
Interestingly, the podcast audience in the UK is not just getting more extensive but also more diverse. While youth listenership has declined, the overall podcast audience is expanding. The number of individuals over 15 who listen to a podcast at least once a month has surged by 16% over the past five years, reaching 68%. This represents substantial traction with a broad audience base of 22.4 million people, challenging the perception that podcasts are primarily for the young.
Contrary to expectations, the data challenges the notion that podcasts primarily cater to a younger demographic. It reveals that the average age of a podcast listener in the UK is 44, slightly higher than the national mean age of 41, as per Global data. This insight underscores the inclusive nature of podcast audiences, resonating across diverse age groups.
Furthermore, podcasts now have the most extensive reach among people aged 25 to 34 (27% listening weekly), followed by those aged 35 to 44 (26%). Conversely, among 15 to 24-year-olds, the weekly reach of podcasts has dropped to 24%, marking them as the only demographic with lower weekly podcast consumption now than before the pandemic, indicating a discernible shift in consumer behaviour within this age group.
The data also highlights an interesting trend in podcast consumption preferences, with 31% of individuals preferring to watch podcasts rather than listen to them. Moreover, 50% of 18 to 24-year-olds express a preference for podcasts from recognizable figures such as celebrities or influencers, compared to 33% of all adults. This significant difference illustrates the substantial influence of well-known personalities in driving podcast engagement among younger audiences, a potential that content creators, marketers, and advertisers can tap into.
These insights shed light on the evolving podcast landscape in the UK, providing essential guidance for content creators, marketers, and advertisers looking to understand and adapt to these changes.
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