Edison Research surveyed 1,000 adults over 16 via telephone for a report called ‘The Infinite Dial 2021 UK’, sponsored by Bauer Media and Spotify. Edison Research estimated that 71% of people in the UK are familiar with podcasts, while 59% have listened to at least one at some point.
The survey also revealed that 25% have listened to at least one podcast during the week, which is a similar rate of podcast consumption to listeners in the US.
President of Edison Research, Larry Rosin, said: “It is exciting to analyse 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.”
Head of Studios at Spotify UK and Ireland, James Cator, said: “The first ‘Infinite Dial’ report for the UK is a clear demonstration that consumers’ habits when it comes to audio consumption have changed rapidly, and are continuing to do so. As the UK’s most popular audio platform, Spotify is a key part of driving and delivering this change - as we’re seeing in podcast consumption in particular.”
Bauer COO Graham Bryce said: “The ‘Infinite Dial’ research offers a unique insight into the consumption of digital media in the UK and highlights the growing opportunity audio provides commercial partners as a transparent and brand safe environment combined with data-led digital audio advertising at scale.”
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