Podcast ad spend in the UK 2017-2026

In 2021, podcast advertising expenditure in the United Kingdom (UK) amounted to 46 million British pounds. This figure is estimated to increase within the next few years, reaching an estimated 80 million by 2026.

The rise of digital audio advertising

Over the past few years, the digital audio industry has experienced fundamental transformations and unprecedented growth. This growth was primarily fueled by the rise of podcasts, which have become one of the most popular forms of (audio) entertainment in the UK. In 2020, the number of podcast listeners in the UK stood at an estimated 15.6 million, with steady growth predicted for the future. The increase in podcast consumption has visibly driven advertising investments: Today, podcasts are considered an essential part of brand marketing campaigns throughout the country, and according to the latest projections, the average ad spend per podcast listener in the UK will jump from 2.31 British pounds in 2020 to 4.14 pounds in 2024.

Podcast listening behavior and trends

Thanks to the widespread adoption of connected devices and the proliferation of podcast streaming platforms and content, UK listeners consume more podcasts than ever before. The device most commonly used to listen to podcasts in the UK is the smartphone, as audiences mainly engage with audio formats while driving or traveling. According to a recent survey, the most popular radio programs and podcasts in the UK are News and Weather and Desert Island Discs, while Spotify remains the UK’s leading music and podcast streaming and downloading service.