2021
9
UK Podcasts Market Report 2021
2021-08-05T04:03:54+01:00
OX1049555
2600
141156
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Report
en_GB
“Podcasts are poised to become more interactive, with features such as polls and responsive advertising. The increased time people are spending at home due to the pandemic has also further…

UK Podcasts Market Report 2021

 2,600 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the UK Podcasts market, including the behaviours, preferences and habits of the consumer.

The podcast advertising market continues to evolve and grow more sophisticated. Mintel’s research indicates the potential of interactive advertising, with nearly half (47%) of podcast listeners preferring a podcast to have interactive adverts rather than standard ones, rising to 56% of those with a household income of £50,000 or more. Interactive adverts in podcasts have the potential to be far more engaging than standard adverts that many either skip or ignore.

Initially the pandemic had a mixed impact on the podcast market as people dealt with the shock of the situation and change to their daily lives, leading to changes in people’s podcast listening habits. Subsequently many people, especially younger people, have increased their time listening to podcasts, while people’s increased time at home has presented opportunities for podcasts, such as greater interactivity.

Mintel’s research highlights the current dissatisfaction many have with podcast advertising, including the view that the adverts in podcasts are overly repetitive, which is an issue that can turn people away from titles or even the entire format. Furthermore, as podcasts overall gain greater attention there is more controversy being generated about comments made within a podcast, potentially leading to reputational damage for platforms tied closely to an individual podcaster.

Video podcasts and subscriptions are areas of great potential for podcasters, with Mintel’s research showing high interest in video podcasts and a willingness to pay for podcast content. The subscription options for titles being introduced in 2021 by Spotify and Apple Podcasts are likely to be particularly effective for smaller, niche podcasts that have an engaged and loyal listenership.

Read on to discover more details or take a look at all of our UK Leisure Time market research.

Quickly understand

  • The impact of COVID-19 on the podcast market.
  • The number of different podcasts people listen to and how frequently they listen.
  • The most popular podcast genres.
  • Consumer willingness to pay for podcasts and the potential of subscription options.
  • Attitudes towards podcast advertising, including interactive advertising.
  • Podcast advertising trends.
  • Podcast market analysis.
  • Podcast industry growth.

Covered in this report

Podcasts: Distractible, The Joe Rogan Experience, ALL NEW FONEJACKER PODCAST, Love Island: The Morning After, Erin is the Funny One, Drama Queens, JaackMaate’s Happy Hour, Unlocking Us with Brené Brown, Armchair Expert with Dax Shepard, Sh**ged Married Annoyed, Pieces of Britney, The Diary Of A CEO by Steven Barlett, Dark History, Off Menu with Ed Gamble and James Acaster, My Dad Wrote A Porno, Rebel Robin: Surviving Hawkins, TommyInnit Podcast, Let’s Talk About Myths, Baby! A Greek & Roman Mythology Podcast, Comfort Eating With Grace Dent, My Therapist Ghosted Me.

Brands: Spotify, Apple, YouTube, Facebook, Amazon.

Expert analysis from a specialist in the field

Written by Rebecca McGrath, a leading analyst in the Technology sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Podcasts are poised to become more interactive, with features such as polls and responsive advertising. The increased time people are spending at home due to the pandemic has also further opened the door for this interaction to take place through voice commands, potentially making listening to some podcasts a more engaging and less passive experience.

Rebecca McGrath
Associate Director Media and Technology

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • COVID-19: Market context
          • Economic and other assumptions
            • Products covered in this Report
            • Executive Summary

                • Impact of COVID-19 on podcasts
                  • Podcast listening habits altered by pandemic’s impact on lifestyle
                    • Figure 1: Impact of COVID-19 on podcasts, in short, medium and long term, 8 July 2021
                  • The Market
                    • Growth in use of smart speakers and voice commands presents opportunities for podcasts
                      • Figure 2: Ownership of smart speakers, 2019-21
                      • Figure 3: Usage of voice commands in previous three months, 2019-21
                    • Companies and brands
                      • Amazon Music joins the podcast game
                        • Apple and Spotify offer subscription options to attract creators
                          • The Consumer
                            • Initial COVID-19 outbreak had mixed impact on podcast listening habits
                              • Figure 4: Initial impact of COVID-19 on podcast listening, 2020
                            • Millennials and Gen Z most likely to have increased podcast listening time during the 2021 lockdown
                              • Figure 5: Impact of COVID-19 on podcast listening, by generation, 2021
                            • Using traditional advertising to entice older listeners
                              • Figure 6: Podcast listenership, 2021
                            • Podcast market still largely free but there is willingness to pay
                              • Figure 7: Paying for podcasts, 2021
                            • Greater competition coming between different podcast services
                              • Figure 8: Podcast services, 2021
                            • General discussion is the most popular podcast genre
                              • Figure 9: Podcast genres, 2021
                            • Most are only listening to a few podcasts, undermining potential of podcast-only subscriptions
                              • Figure 10: Number of podcasts listen to, 2021
                            • Podcasts are a regular part of most listeners’ lives
                              • Figure 11: Frequency of listening to podcasts, 2021
                            • Interest in video podcasts highlights value of investing in visual aspect
                              • Figure 12: Podcast listening behaviour, 2021
                            • Interactive adverts hold a lot of appeal
                              • Figure 13: Attitudes towards podcast advertising, 2021
                          • Issues and Insights

                            • Growth in use of voice commands during pandemic allows for more podcast interactivity
                              • Changes to lifestyle during pandemic impact podcast habits
                                • Adding more interactivity to content and advertising
                                  • Platforms introduce more subscription options for podcasts
                                    • There will be limited interest in a podcast-only subscription service
                                    • The Market – Key Takeaways

                                      • Lifestyle changes throughout the pandemic alter people’s podcast listening habits
                                        • Growth in use of streaming services
                                          • Greater ownership of smart speakers and use of voice commands present innovation opportunities
                                          • Market Drivers

                                            • Podcast listening habits altered by pandemic’s impact on lifestyle
                                              • Figure 14: Impact of COVID-19 on podcasts, in short, medium and long term, 8 July 2021
                                            • Increase in users of streaming services will boost podcast market
                                              • Figure 15: Use of music subscription streaming services, 2017-20
                                            • Longer-term changes in lifestyle will impact people’s podcast listening habits
                                              • Figure 16: Expected behaviour after COVID-19 pandemic, 2021
                                            • Growth in use of smart speakers and voice commands presents opportunities for podcasts
                                              • Figure 17: Ownership of smart speakers, 2019-21
                                              • Figure 18: Usage of voice commands in previous three months, 2019-21
                                            • Variety of podcasts appear in streaming service charts
                                              • There are drawbacks to becoming exclusive to one service
                                                • Figure 19: UK top 20 podcasts on Spotify, 5 July 2021
                                                • Figure 20: UK top 20 podcasts on Apple Podcasts, 5 July 2021
                                            • Companies and Brands – Key Takeaways

                                              • Amazon Music adds support for podcasts
                                                • Apple and Spotify offer subscription options
                                                  • Spotify launches video podcasts
                                                  • Launch Activity and Innovation

                                                    • Amazon Music joins the podcast game
                                                      • Spotify launches video podcasts
                                                        • Apple and Spotify offer subscription options to attract creators
                                                          • Spotify
                                                            • Apple Podcasts
                                                              • Greater interactivity offered through polls feature
                                                                • Spotify looks to further tie in podcasts and music
                                                                  • Podcast Ads introduced by Spotify to enable brands to better target advertising
                                                                  • The Consumer – Key Takeaways

                                                                    • There is willingness to pay for podcasts indicating subscription options will find success
                                                                      • There is high interest in video podcasts suggesting podcasters should invest in more creative visuals
                                                                        • Many would prefer more interactive podcast adverts
                                                                        • Impact of COVID-19 on Consumer Behaviour

                                                                          • Initial COVID-19 outbreak had mixed impact on podcast listening habits
                                                                              • Figure 21: Initial impact of COVID-19 on podcast listening, 2020
                                                                            • Millennials and Gen Z most likely to have increased podcast listening time during the 2021 lockdown
                                                                                • Figure 22: Impact of COVID-19 on podcast listening, by generation, 2021
                                                                              • People have increased spend on podcasts
                                                                                  • Figure 23: Impact of COVID-19 on spending on podcasts, 2021
                                                                                • Audio listening habits could be boosted longer term
                                                                                  • Live audio social media features indicate potential for more live podcasts
                                                                                      • Figure 24: Expectation of long-term impact of COVID-19 on music/podcast listening habits, 2021
                                                                                  • Podcast Listenership

                                                                                    • Using traditional advertising to entice older listeners
                                                                                      • Figure 25: Podcast listenership, 2021
                                                                                    • Most are only listening to a few podcasts, undermining potential of podcast-only subscriptions
                                                                                      • Figure 26: Number of podcasts listened to, 2021
                                                                                    • Podcasts are a regular part of most listeners’ lives
                                                                                      • Figure 27: Frequency of listening to podcasts, 2021
                                                                                  • Podcast Services

                                                                                    • Podcast market still largely free but there is willingness to pay
                                                                                      • Figure 28: Paying for podcasts, 2021
                                                                                    • More platforms further incorporate podcasts
                                                                                      • Greater competition coming between different podcast services
                                                                                        • Figure 29: Podcast services, 2021
                                                                                    • Podcast Genres

                                                                                      • General discussion is the most popular podcast genre
                                                                                        • Signing exclusivity deal with podcast hosts more closely ties platforms to their viewpoints
                                                                                          • Figure 30: Podcast genres, 2021
                                                                                        • Gen Z far less interested in sports podcasts
                                                                                          • Stars capitalise on TV nostalgia through podcasts
                                                                                            • Spotify removes copyright barrier to improve music podcast offering
                                                                                            • Podcast Behaviour

                                                                                              • Interest in video podcasts highlights value of investing in visual aspect
                                                                                                • Figure 31: Podcast listening behaviour, 2021
                                                                                              • Prioritising smaller creators and search function could be key differentiator for podcast services
                                                                                              • Podcast Advertising

                                                                                                • Negative perceptions of podcast advertising can be reduced by limiting repetition
                                                                                                  • Podcasts need to be very cautious about over-advertising
                                                                                                    • Figure 32: Attitudes towards podcast advertising, 2021
                                                                                                  • Interactive adverts hold a lot of appeal
                                                                                                    • Men are more engaged with podcast advertising
                                                                                                      • Figure 33: Podcast advertising, by gender, 2021
                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                      • Abbreviations
                                                                                                        • Consumer research methodology

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