Who’s Listening? The UK Podcast Audience Unpacked
Who is listening to podcasts in the UK?
How are they listening and where? What are they doing while they listen?
BBC Commercial Strategy Manager Adam Bowie is something of a data junkie when it comes to podcasts.
For several years Adam has summarised and analysed podcast data from Ofcom, the listening survey company RAJAR and Edison Research.
Adam’s blog is a welcome resource for podcasters, and he is our go to for questions about who is listening to podcasts in the UK.
Who better then to unpack UK podcast listener data with Creative Kin CEO Jason Caffrey?
Adam Bowie features on The Content Mavericks Club podcast, hosted by Creative Kin CEO Jason Caffrey
Adam Bowie has been making the Ofcom Annual Podcast Survey accessible to mere mortals since its launch in 2021.
“Podcasting has definitely had a moment in the sun in recent years, and there’s a lot more attention placed on it.”
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UK Podcast listening feat. Adam Bowie
[00:00:00] Introduction
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[00:00:00] Jason: Welcome to the Content Mavericks Club, the podcast for independent minded content makers and content marketers. I'm Jason Caffrey, CEO of podcast production and marketing agency Creative Kin, and I'm excited to have as my guest someone who I think it's fair to say has a fascination for UK podcast listener trends.
Adam Bowie is a commercial strategy manager at the BBC and a blogger who regularly picks apart UK podcast audience data. So who's listening? How do they listen? When? And what are they doing when they listen? And that's what we're going to dig into. If you enjoy the Content Mavericks Club, you can show your support by leaving a five star review wherever you listen.
Right now, though, Let's meet Adam and get into it.
Adam, thanks very much for taking time out for the Content Mavericks Club. I really appreciate you coming on.
[00:00:55] Adam: Thanks for having me, Jason.
[00:00:56] UK podcast listener data - can it be trusted?
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[00:00:56] Jason: If I could start, Adam, by just asking you, you blog a lot about UK listener podcast data. And I just want to give that context about the data itself. And briefly, if you can just summarize, where does that data come from?
[00:01:12] Adam: So I'd say there's three probably main sources at the minute of data. You've got RADIAR, who are actually the radio measurement body in the UK. They also now collect podcast data and they have two sets of data. They have their main RADIAR data, which is the quarterly survey that tells you how radio is listening. And there is some podcast data on that.
And then they also have. Another survey called MIDUS data that they publish, I think roughly about three times a year, and that has a little bit more. Non linear audio listening. So it's not purely podcast data. It includes streaming music listening Audiobooks or anything like that.
The second place you can get data is Ofcom. Ofcom publish an annual piece of research called the Ofcom podcast survey. They published it in probably not the most helpful way for most people because it's a big Excel table on their website.
You have to go digging for it and then when you get it, it's just a massive table. I have on my blog summarized it for the last few years. If you search for the Ofcom podcast survey and my name, Adam Bowie, you should find it. But there's a lot in there. It is completely all free and open.
I think now the third place that you can get data there is Edison. So for those who don't know, Edison Research Center. Search are an American research company. They're known in our circles for things like their share of ear reports, which is a big survey that in the U S and a few other territories where they actually break down how much listening is going on to radio, how much is going on to podcasts, audio books, streaming services like Spotify, et cetera.
And And because they've been doing it for many years, you can see some really long term trends and see what's happening.
[00:02:59] How many UK adults listen to podcasts regularly?
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[00:02:59] Jason: Well, So what's the big picture in the UK right now? What does the podcast audience look like?
[00:03:06] Adam: So the podcast audience is growing. Now different companies do measure it in different ways.
Roughly speaking, a quarter of people or so are listening to a podcast every week or adults, which is a nice number. Obviously, if you look over a longer period of time, that number creeps up. How many podcasts they're listening to is a totally separate thing. The one thing to be wary of, this number is going up year after year, but it's not, this isn't a hockey stick growth, right?
Although. Podcasting has definitely had a moment in the sun in recent years, and there's a lot more attention placed on it. A lot more money went into the market, arguably too much in some circumstances. This isn't gigantic growth, but. Listenership is growing. This is not a contracting market.
It probably just meant some people over invested or maybe didn't invest in quite the right way, and similarly, the ad revenue growth for podcasting is also growing on a year on year basis. So this is a growth market overall.
[00:04:04] Jason: 25 percent of the UK population listening what does that mean? Is that people who listen every day? how Does one have to listen to qualify as a listener?
[00:04:15] Adam: The 25 percent that would be weekly listening. So that would be listening to at least one podcast or even some of a podcast in a given week. So that doesn't really convey the volume because some people are just listening to one podcast.
[00:04:32] Jason: Some people are listening to dozens and dozens of podcasts . But they're counted the same in that 25%. Another interesting metric that Ofcom looks at is the number of different podcasts people listen to. And on average, and this is going to sound low, isn't it?
It is low. It's about five and a half, I think it's 5. 4 podcasts a week, that people are listening to amongst those who listen to podcasts. Regularly to podcasts it's not knocking tv off the schedule the way I always like to look at it We have now a lot of things competing for our media time TV radio streaming services gaming, reading books, whatever it is and the attention that people have got available means that if you do one extra thing, that probably means you're doing one fewer of something else.
The analysis that you have done on your website, and I would encourage anybody to just go over to your blog if they want to see this firsthand. Cause I know that in the podcast community, Adam, everyone's like, thank goodness for Adam. He takes that all of the raw data and, and turns it into something that we can usefully digest.
But it does give us an indication of who is listening right in quite broad demographic terms. What is the data telling us about who the audience is for podcasts?
[00:05:45] Adam: So the good news is it's generally a pretty attractive audience for most people's metrics. It's also quite diverse. Male and female audiences are quite similar. Whereas some media might be a little bit more aligned to one or the other. And It's also really great for reaching minority groups and I tend to think about that because they're probably better catered for because if your interest is something that mainstream media is not. so good at offering you can find it
If you look at ethnicities overall ethnic minorities, where we're talking about 24, 25%, it might be into the high 30s, 38 percent according to the Ofcom numbers. Obviously the type All the genre of podcast will vary.
You can look at something like sport. That's probably going to skew male. If you look at true crime, yes, it does skew female. And there are going to be variances there, but yeah, it's, it is a great way of reaching you know, they are younger audiences. If you are targeting older audiences, they'll probably have a media choices you would make to reach those audiences than podcast.
[00:06:47] Which age group consumes the most podcasts in the UK?
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[00:06:47] Jason: And when you talk about, when you talk about uh, younger audiences. I've seen some measures that break the cohorts down. What age range would you say are the most enthusiastic?
[00:06:58] Adam: 25 to 44 45 to 54 is not that bad. Behind either. So probably if you looked largely at those groups, children, not too sure, because actually a lot of the research excludes children just because there are some rules around doing audience surveys amongst children.
It can be a little bit. It's a little bit tougher and trickier, but the smallest group is definitely probably in the 55 and 65 pluses. That's not to say they don't listen to podcasts. They do. But it's, certainly it's different to other forms of audio. Particularly something like radio, which would skew older,
[00:07:28] Changing podcast listening habits
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[00:07:28] Jason: I've been wondering, Adam, I don't know if you've got a view of this about how far podcasts are getting out of the pod, if you like. They're called podcasts because the iPod did what it did for mobile listening of all kinds.
But we're seeing, for instance, Amazon growing they're competing with Apple and Spotify, I think, increasingly in terms of being a platform. They sell their smart speakers and things like that. How far do you think that those listening habits are coming out of earbuds and headphones and that very personal listening into Maybe streaming via a speaker at home or something like that.
[00:08:12] Adam: So streaming via smart speakers is absolutely a thing. However, actually, podcasting, we'll talk about YouTube maybe separately, but podcasting overall it is still very much a one to one thing. Part of that's the nature of podcasts in that The great thing, the strength of it, if you like, and also sometimes the challenge is that If I've got a niche interest me personally, I'm interested in cycling. So if I want to listen to podcasts about cycling disclaimer, I work on a cycling podcast. That's
[00:08:42] Jason: not a mainstream plug.
Give it a plug. Tell us what, tell all the cyclists where they can go and get dose.
[00:08:47] Adam: Yeah. I work on a cycling podcast called the cycling podcast which is about professional road cycling. But if you want to follow that as a sport. It's not a mainstream TV thing.
It's on Eurosport. There are magazines, there are websites, but it you know, it's not going to get covered on the five live sports news on talk sport, particularly you have to seek that out However, maybe my partner has no interest in cycling. Me sticking it on in the kitchen or maybe on my long car journey might not be super popular. Listening to an hour long conversation about sports people they don't know. That's not to say there definitely aren't podcasters. appeal to quite wide groups, and obviously the most popular ones, you'd look at enormously popular genres like comedy for the most part, unless you absolutely hate the comedian presenting, you're probably going to be quite happy playing that in the car.
[00:09:37] The unique way YouTube does podcasting
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[00:09:37] Jason: You mentioned YouTube, Adam. I know that, for instance, Spotify is very strong in that space, Apple Podcasts as well. They're pretty perhaps the two biggest platforms for podcasters, but I've long been hearing YouTube, and some quite different viewpoints on that. Some saying, you know what, you need to tailor your content to YouTube.
Others saying, don't worry about it. Just stick a a static image in. and upload it to YouTube because there is a listenership there. What, What can you tell us about that?
[00:10:13] Adam: So YouTube's a complicated kettle of fish really. Each of the platforms anyway has some slight biases. I always think of Apple being slightly more loyal listeners.
They're more wedded to the format. They're probably wealthier just in a global sense wealthier because Apple products are more expensive. Spotify skews a little younger, but they might not be quite as loyalist to podcasts as the Apple users. That's in part because most people probably got Spotify for the music these days you've got audio books in there as well.
Spotify is trying to cater to your every audio need Apple music, Apple podcasts are two separate products in the Apple ecosystem. When you come to YouTube, you've got all of that and a little bit more so YouTube be brilliant for some podcasts and can be really bad for other ones.
And I think it really depends on who your audience is. And what kind of podcasts you're doing. So you've certainly had a lot of what you would think of as just YouTubers who've shifted across and created a podcast. And they have made basically something that is primarily in vision.
Yep.
They probably got some envision microphones and they're wearing headphones, but they're sitting on maybe a set that's not too similar to the kind of set or kind of backdrop that they might use ordinarily For one of the other things, but difference and I'm being enormously generalistic here is their regular YouTube drops are probably a very YouTube optimized. I don't know, eight to 12 to 15 minutes, whatever YouTube. Algorithm is favoring at the moment. So there's probably space for at least one, maybe two mid rolls tightly edited fast.
you look at the absolute ultimate look at Mr. Beast video, which probably a little bit longer than that the editing is superb whereas their podcast is probably more of a. conversation, sit down, we've got some laptops in front of us with some bullet points, but it's probably, I don't know, a handful of people sitting in a room talking about whatever the subject matter at large is.
And those kind of things do lend themselves enormously well. The people who make them know how to interact with cameras and look at the cameras and things like that, and they've probably got good setups and good lights. And really it's a video, it's only a podcast, because their microphone, they've probably got a Shure mic, everyone has a love for the Shure microphone.
They've probably got that short SM7B or whatever. right in front of their face. That's the only difference between their regular road clip mic or whatever they use for the rest of their podcasts. One of the biggest podcasts in the world, probably top three or whatever, is the Daily from the New York Times.
And they do not visualize it. And it is on YouTube. You can go and find it on YouTube. And the number of views are really low. There is a static image. It's there. And if I want to find it, I'll find it. My suspicion is that the YouTube algorithm probably doesn't push static images as much as it does where there's things going on in the image.
And obviously there's in betweeny bits. People use things like audiograms, which is where you get waveforms moving along in the image just to show there's something going on. You can definitely find audiences and reach audiences and they're good for discovery. So I'm not saying don't do it, but it's not optimized for the YouTube environment.
And for the most part, you're probably not going to gain big audiences that way.
[00:13:33] Jason: Google's podcast is, they're closing, right? And that is going to move to YouTube. Do you think it will close the space for the video also podcast?
[00:13:46] Adam: Not really. Truthfully, I always think The way Google thinks of podcasts, or YouTube in particular, is a podcast would just be 5 percent bit better if you have pictures with it.
So yeah, so what's happening, Google which has been their perfectly decent but never enormously pushed product which always felt like a shame, particularly for the growth of podcasts, because so many of the people in the world have Android phones, and when you get a brand new Android phone, things like Gmail, Google Maps, and YouTube apps are all pre installed and everyone uses them. They never pushed out Google podcasts in quite the same way.
[00:14:17] Jason: I always ashamed that Spotify had scooped up that Android podcast audience, actually, and that that was one of the reasons perhaps why Google didn't quite get the market share.
[00:14:29] Adam: It does to a bit, but Spotify, I think a lot of people, particularly if they're a little tangential, still feels like a premium product.
Yes, you and I know that there's Spotify free and you can get Music with ads and then obviously listen to podcasts, but it's interesting even going off on a bit of a diversion here, but it's really interesting to see that notably recently Spotify have taken a couple of their exclusives and made them now non exclusive to Spotify.
And when I say cup, I mean the biggest. So Joe Rogan is now no longer exclusively on Spotify. Similarly, Crime Junkie, which is a massive true crime one of the biggest podcasts in the world, again has gone open RSS.
And obviously that Spotify, their whole thing was to get you into their system and then upsell you at some point to the premium. I think some audiences never came over just because maybe they just didn't like Spotify as a podcast platform. To be honest, if you're heavily into podcasts, there are better podcast apps out there that have slightly better functionality, but my suspicion is that some people feel that it's a premium offering and therefore they never went there, even though it might be in their market.
But now getting back to what you what Google's doing.
So the podcast elements moving into YouTube music, which if you like is their Spotify competitor, but then there's this weird slight overlap with. Yeah. Regular YouTube, so it's not like you can't get things in regular YouTube and I guess YouTube music's interesting USP if you like, is that just for a regular music track, you pick a track, and if there exists a video in the tab, you can flip between very easily and quite seamlessly with no real jump in the audio between the music and the video version of the song.
And that's what they're looking at doing with podcasts, but they are also doing their stuff very differently. I think the really interesting part of this, which hasn't really been talked about enormously is that for the most part, when you publish a podcast and you monetize it the way you choose to monetize it.
So maybe you use a. A company like Megaphone or Spotify, or maybe you choose Acast or Audioboom monetization partner is. You create the podcast with that partner, which includes the ads, and then you deliver it. And then the platform, whether I'm listening on Apple Podcasts or I'm listening on Spotify we all hear the same thing, or hear it to the point that it's dynamically generated the same thing.
YouTube does not allow the insertion of audio ads. So if you, your partnership is with one of those ad sales companies, they don't want you to do that. They want you to do more akin to what happens in the video space where you're allowed a little bit of flexibility to do your own host read ads.
So we see, obviously you see this video is sponsored by the host of the video doing bits, but the pre rolls and the mid rolls are all sold by YouTube rev share. And that's what they're doing in podcasts, which is a different model to anyone else. Because if I upload my podcast Spotify gets zero. They are a distribution platform.
I'm not sharing revenue with them. With YouTube we are sharing the revenue with you. And that's a different model.
I mean, That's not to say I'm not sharing the revenue with my ad partner anyway, but I'm having the terms dictated to there.
[00:17:43] Jason: Yeah, interesting. It'll be interesting to see how it develops because as an aside, I've also seen some YouTubers that I've spent quite a lot of time with pulling away from the platform.
Not, I think, because they've not been successful, but because they essentially have gone got into chasing the algorithm and chasing the revenue that comes from that and just got burnt out. It will be very interesting to see where podcasts go on YouTube.
[00:18:13] What UK listeners are doing while they listen to podcasts
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[00:18:13] Jason: We're going to take a short break in just a moment, Adam, but I want to, before we do, just talk about what people are doing when they listen to podcasts, because For quite a long time, I think there was just an assumption that actually the commute, whether you were driving or taking public transport, that was one of the biggest times that people listen, and I'm sure there is a big audience there.
But what is the data that you've been looking at? saying about what people are doing when they tune into their podcasts.
[00:18:47] Adam: Travel is still a big one, obviously in a kind of post pandemic world, depending on your own circumstances, you may well be doing less commuting than you were previously listening in car, listening just while people are walking as still two of the biggest things, but at home is enormous.
So just In general, at home, probably doing menial ish things is the biggest single time that certainly in the Ofcom report, people said. you're doing the washing up, you're doing the ironing, And then you get into activity based things. Time to the day. Running or cycling or walking getting out and about but also an important time of the day is just before going to bed as well. there's actually quite a big listening bump of people maybe winding down with a podcast after right later evening
[00:19:40] Jason: the accompaniment to a fairly mundane task or something like a you know exercising or something like that and indeed that just before bedtime that it sounds like it could have come out of a ray jar report from 20 years ago.
You know, it's really interesting that although the way that people choose podcasts and what they go for is very different to linear radio. It just strikes me that it's taking a similar role. In some cases, do you think that's fair?
[00:20:13] Adam: Yeah, I think, oh no, definitely. The way I tend to think of these things is what your podcast is offering and when you think people are going to consume it. There are times of the day where, for a lot of people, podcasts are not available, depending on what you do for a living, and exactly when your job is are you able to listen to a podcast while you're doing your work? There was a great piece of research actually in the New York Times a few years ago, because they were thinking of day parts of when people would listen to podcasts the daily, for example, which I've already mentioned.
Is released sort of 5 6 a. m eastern time so that it is available for you to listen to on your commute Because people tend to want to wake up and find out what's going. My background is radio. That is the biggest time of the day radio beats other forms of media hands down at that time of the day it's not for nothing that things like the today show are enormous or just breakfast radio in general and daily news podcasts.
That's perfect time Then you've got the middle of the morning, and so maybe you haven't got time, but you might have breaks. Maybe you have a short coffee break or whatever. And I think there's an untapped market, by the way, for super short podcasts that can fit some of these slots.
So, So you can segment the day up and work out when you think your audience might be listening to. the way to think about it, I think. And I think it's really useful, especially when you're planning thinking about who your audience is and when they might be listening.
be available to listen.
[00:21:36] Jason: Still to come on this episode of the Content Mavericks Club, how podcast audiences have changed in recent years and the listener trends to look out for in future. We'll be back after a short break. You're listening to the Content Mavericks Club, the podcast for content professionals who like to do things their own way.
I'm Caffrey, and my guest for this edition is BBC commercial strategy manager and blogger Adam Bowie.
[00:22:09] How new technology has changed podcast listening
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[00:22:09] Jason: Adam, I'd like to ask you how you think listening has changed, because I would say that my first significant engagement with podcasting was perhaps as far back as 2004, 2005. I was working in news at that time, so I think that is probably a cohort, a profession that was ahead of the curve, but it was quite a high bar to get involved.
You had to probably use some sort of RSS aggregator. I remember things like juice you would download it and it was all side loaded and things like that. It was, It was a headache. It was quite technical. But what would you say over the last five, thinking back to maybe just the year before.
the pandemic hit, where podcasting was, what the audience looked like, and how it's developed over that period.
[00:23:10] Adam: It was interesting, there was this brief period during lockdown when you had that kind of explosion. And I remember Twitter were definitely talking about getting into the podcast space.
Facebook was suddenly interested in it as well. So There were a few sort of flurries like that. And I think people wondered if it was going to change everything. I think we've reverted to norm. I We saw maybe a, A brief surge during lockdown as people tried a lot of things, maybe for the first time and then it's normalized as our lives of largely speaking normalized from a technical perspective, probably the thing to note is it's funny. You're talking about how you used to have to sideload things and somewhere in a drawer.
I still got a creative Zen, which predates my iPods. And yeah, you did some all kinds of hackery to you would definitely be syncing with iTunes and things like that when you got an iPhone.
[00:24:03] Jason: Gosh, hang on to that and then give it another 20 and you can offer it to the science museum.
[00:24:08] Adam: I think it still works. I did try powering it a lot. Not that long ago. There's a thing that happened recently, which anyone who has a podcast may be aware of, that Apple changed their software. Some settings in the latest version of iOS, which meant that a few people saw some falls in their podcast listening because if you listen intimately to podcasts, it was a question of how many episodes did Apple podcasts in the background download for you.
I mentioned that because a lot of apps still are basically built around the download Quietly in the background when the podcast drops, so that at the point you're ready to listen to it. It's there on your device ready to go. And it doesn't matter if you're in a plane on the underground or somewhere where there's no internet connectivity.
You've got something to listen to. The change is probably. That people are much more prepared to stream in podcast. You'll still hear largely talk about downloads or maybe listens, but actually streaming. So because our data packages have improved that we don't need to think about that kind of thing so much I say, we, I'm. Talking very generally there, this is still an issue in certain parts of the world where data is still enormously expensive, but in general terms connectivity tends to be better. So the idea that you would have to download it on wifi at home, which again, even in, once we'd moved to phones, that would still be maybe the way you do it rather than eat up your expensive data plan run the risk of running short of data.
before the end of the month or whatever. Now it's more a question of, Oh, I'm out. I'm about, I, someone tells me about a podcast. I just hit play and it goes. And I think Spotify very much normalized that you do still want the ability to listen offline because anyone who's driven somewhere remotely where self service drops out, or if you're on a plane and don't want to pay the air.
for a very patchy internet connection on a plane, you do want to preload all those things onto your device before you go. then behind the scenes, there's a whole bunch of technical stuff. So I mentioned briefly before dynamic ad insertion, that is now becoming much more normalized. And what I mean by that, Is if you think back to how we've traditionally had podcasts, the ads are often host red and they often have offer codes because offer codes means that I can track whether my ad on your podcast worked because I typed in the right coupon codes, get a bit of money off as a listener.
But also I've told the company that. I've come for your podcast. If you look to the sort of more wider forms of advertising, the sort of more brand led advertising rather than have a host tell you about how wonderful the new Ford, whatever SUV is Ford would just make an ad and they for years made radio ads like that and it's more a question that kind of branded advertising but using the abilities to at least dynamically serve that ad so that the old format would often be what you call baked in which means that you add the ads at the time you make the podcast and to change them is a bit of a faff because someone's got to re edit the audio file dynamically served means That is done on the fly.
And if I'm listening to a very old episode of a program, I'm still hearing relevant ads today. If I downloaded it today hear that the technology is there and it's much, it's a much bigger part of the mix now, and you definitely see that shift over.
That's not to say there isn't enormous value in host red. But actually even dynamically serving host red is now a thing. And in the future I can imagine a kind of AI kind of ability to almost have a voice do that without actually the host having to do 15 different versions of a live read to reach different audiences.
[00:27:54] Jason: And I'd like to just jump in and say well done actually to all of the podcast hosting services out there because that dynamic insertion has become really quite straightforward for everyone. It's not something that you need to have a big operation to deal with. You just record your audio, decide where you want it, slot it in.
So as an independent podcaster, maybe you find the same thing on your cycling show. I'm I love that feature. It's great.
[00:28:28] Adam: Yeah no, no, no, it's super easy. I mean, it's you've just got to make sure that you build the brakes into your show and away it goes and maybe it just agree with your podcast host.
If there's particular genres of ads that you uh, prefer not to be advertising it. That's a separate discussion.
[00:28:43] Jason: The technology has evolved. What about the listenership clearly it's changed in terms of how many people are listening. But what about the demographic view?
I mean,
[00:28:56] Niche no more: how podcasting is penetrating the mainstream
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[00:28:56] Jason: You said earlier that some ethnic demographics are particularly well served by podcasts. how have those things changed, do you think, in the last again, five years?
[00:29:07] Adam: what you're finding is it's probably just spreading outwards. So you've got people who have been listening to podcasts for many years, they perfectly understand what a podcast is, even though their cohort now is in one of the older age demographics, the percentage of 65 pluses who listen to podcasts is just going to grow.
Because every time someone hits their 65th birthday, and they already listen to podcasts, you know that They're just seeding that and young people podcast is a thing so you'll just Broadening it out the real reason for that is who's making podcast and who they're targeting as audiences if there wasn't a podcast it was available or was of interest to you.
Why would you do it? It's become much more normalized pretty much every big reality show on television now has a system The podcast and a lot of those were aimed at quite young groups. And that's a good funnel into it. We've had a lot of celebrities come into podcasts, not always successfully, but undoubtedly those kinds of things.
It's if I like that person, they're doing a podcast and I've not found out about podcasts previously that's a routine and, So all of those things have become normalized.
[00:30:18] Jason: Adam, thank you so much for your time today. It's been a pleasure talking to you and it's been, it's brilliant actually to get that sort of picture and survey. Of what's happening in the UK podcast scene. Thanks so much. Thank
[00:30:31] Adam: you for having me.
[00:30:33] Jason: That's it for this edition of The Content Mavericks Club.
Many, many thanks to my guest, Adam Bowie for sharing his insights into UK podcast listening. You'll find links to Adam's blog in the description if you wanna see his analysis firsthand. I really recommend you go and check it out. There's lots to, uh, dig into there. And thank you for listening. If you'd like to support the show, please leave us a five star review.
It really does help us reach more listeners. And if you'd like to learn more about other guests and future plans for the show, head over to content mavericks. club. Thanks again for your company. Join us again next time for the content mavericks club. Bye for now.
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TOPICS COVERED
00:56 UK podcast listener data - can it be trusted?
02:59 How many UK adults listen to podcasts regularly?
06:47 Which age group consumes the most podcasts in the UK?
07:28 Changing podcast listening habits
09:37 The unique way YouTube does podcasting
18:13 What UK listeners are doing while they listen to podcasts
22:09 How new technology has changed podcast listening
28:56 Niche no more: how podcasting is penetrating the mainstream
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