Podcast advertising is now reaching mainstream UK audiences, according to new research launched at The Podcast Show London.
The study from Sounds Profitable and Sound Insights found that 43% of British adults listen to an ad supported podcast every month, while 79% of those listeners recalled hearing a podcast advert in the past week.
The Advertising Landscape UK is based on a weighted sample of 5,033 adults and compares podcast advertising with more than 20 other ad supported media platforms.
Among monthly podcast listeners, 56% said they listen daily or almost daily. The research also identified the strongest daily engagement among 35 to 54 year olds, where listening reached between 60% and 61%.
Tom Webster, Partner at Sounds Profitable, said: “For any media buyers who have thought of podcasts as a supplementary channel, this report will challenge every plan you’ve written for this year.
“It’s undeniable that podcasting has reached mainstream with UK audiences.”
The report found ad supported podcast listening among younger audiences is now matching or overtaking broadcast television in some age groups.
Listening among 25 to 34 year olds was level with broadcast TV, while podcasting moved ahead of TV with 18 to 24 year olds.
The research also highlighted equal levels of ad recall between men and women, with 79% of male listeners and 80% of female listeners remembering hearing a podcast advert during the previous week.
Ben Robins, Founder at Sound Insights, said: “British audiences aren’t resistant to advertising. They hold it to a higher standard and podcasting is clearing that bar.”
The findings also suggested podcast advertising can influence purchasing behaviour. 44% of UK podcast listeners said they had bought something after hearing a podcast advert.
Among people who had heard a podcast advert in the last three months, 30% searched for more information, 20% discussed the product with others, and 14% wrote down a promo code.
The report also found podcasts scored strongly for audience trust, with listeners rating the medium highly for “trust the messenger” and host transparency.
Researchers added that UK podcast audiences also over index on higher household incomes, particularly above £60,000.
To download The Advertising Landscape UK report visit: https://soundsprofitable.com/research/uk-advertising-landscape-2026/.
