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It hardly qualifies as an ‘insight’ to say that the UK is mad about football (or soccer, for our North American and Down Under readers). Two footie-themed shows land in the top ten for podcasts with the largest weekly listening audience in the UK, per Edison Podcast Metrics UK. By contrast, there are only two sports-oriented shows in the top forty in Edison Podcast Metrics U.S.
However, Edison Podcast Metrics UK does provide a fascinating football insight: how well podcasts about specific teams perform among their respective fans. We asked all respondents to tell us which Premier League team they support. And as the nearby table shows, top shows about individual sides often perform spectacularly among that fanbase.
For example, Arseblog ArseCast. Hosted by independent blogger Andrew Mangan, the long-running show ranks as the podcast with the 263rd largest reach among all UK listeners but an impressive 17th among Arsenal fans in the UK. Similarly, supporter-run shows True Faith NUFC Podcast and NUFC Matters With Steve Wraith, which focus on Newcastle United, each break into the top 20 among the Geordies.
These examples are from independent podcast creators, and they outperform those produced or distributed by established corporations or brands, such as talkSPORT Daily and shows by former star athletes like Gary Neville. These findings demonstrate podcasting’s ability to distribute engaging niche content. They also serve as evidence that it is a medium where independent creators can still thrive. After all, sports fans turn to podcasts for fresh perspectives they can’t hear elsewhere, and today’s insight should encourage fans or anyone looking to pick up the mic to talk football.
