The Top 25 Podcasts in the UK from Edison Podcast Metrics

Edison Research, the leading podcast research organization in the world, is proud to announce the first comprehensive UK Top 25 Podcasts chart This list ranks the 25 biggest podcasts based on total weekly audience reach as measured by Edison Podcast Metrics UK, the only podcast measurement service that measures the relative audience size and demographics of all podcasts and podcast networks in the UK. 

The data marks the debut of Edison Podcast Metrics into the UK market from US-based Edison Research. The Q2 2023 ranker is derived from data collected continuously during the second quarter of 2023, interviewing 2,273 weekly podcast consumers ages 15 and older in the U.K. Participants indicate which podcasts they listened to in the past week along with a variety of demographic, psychographic, and purchase-behavior information.

The top three podcasts in the UK based on total weekly audience reach among weekly podcast listeners age 15+ are The Joe Rogan Experience, The Diary Of A CEO with Steven Bartlett, and Off Menu with Ed Gamble and James Acaster. The complete list of 25 is below. 

 

Those who wish to compare the top podcasts in the UK with the US can find the latest US. data by clicking here.

Edison Podcast Metrics is unique in that it is not dependent on podcast download data and does not require podcast networks to opt into its service. At least 2,000 weekly podcast listeners in the UK are surveyed each quarter for the service, and listening behaviour is collected regardless of listening platform. The same methodology is being employed in the UK as is used in the U.S.  

“It’s here! We are excited to officially launch Edison Podcast Metrics and be the first to present an all-inclusive and comprehensive ranker in the UK. We have worked incredibly hard to get to this point and look forward to watching the continued growth of the shows and networks defining the space,” said Edison Research Senior Vice President Melissa Kiesche.

Data from Edison Podcast Metrics UK will provide show-level information on the top podcasts in the UK as well as network reach statistics. Subscribers will have the ability to analyze demographics of podcast listeners, including their purchasing and consumption patterns across a wide range of consumer goods and services. The first Top Podcast Shows ranker in the U.S. was released by Edison Research in November 2019; the company has been tracking podcast consumption in the aggregate since 2006. 

About Edison Research   
Edison Research conducts survey research and provides strategic information to a broad array of clients worldwide, having conducted research in 66 countries. Edison Research is the leading podcast research company in the world, producing the only survey-based data on podcast listening in the U.S., Edison Podcast Metrics, and has conducted research for many companies in the space. Edison Research’s The Infinite Dial® series has been the survey of record for digital audio, social media, podcasting, smart speakers, and other media-related technologies since 1998. The company’s Share of Ear® survey is the only single-source measure of all audio in the U.S. Since 2004, Edison Research has been the sole provider of election data, race projections and analysis to the National Election Pool (ABC News, CBS News, CNN, NBC News) for every presidential primary and general election.    

Weekly Insights 9.20.2023 – Newer model cars = more listening to SiriusXM

This post is from Edison’s Weekly Insights email. Please click here if you would like to subscribe.

When it comes to audio content and audio listening device, we could have a chicken-and-egg discussion – do you seek out a device to play the type of audio that you want to hear, or do you go to the most convenient device and choose from available audio? Whichever way those arguments shake out, we can show you that Share of Ear® confirms a link between newer car models and time spent with satellite radio.

The graphic below shows the percent of daily in-car audio consumption to SiriusXM by those who primarily drive or ride in older model year cars, versus newer model year cars.

For those who primarily drive or ride in model year cars 2010 and older, 5% of their daily in-car listening time is with SiriusXM. For those who drive or ride in model year cars 2019 and newer, the listening to SiriusXM is over four times that much – 22%. The data in between, for model years 2011-2018, follows the pattern of newer models = more listening.  
 
Newer autos have newer in-dash systems equipped with satellite receivers, and many new car acquisitions in the U.S. come with a complimentary trial of SiriusXM, so it stands to reason that SiriusXM sees bigger shares in newer vehicles. Last week we talked about the dominance of linear audio in-car, and it looks like SiriusXM is taking advantage of the linear-positive in-car audio environment. 

The fourth annual Latino Podcast Listener Report will debut in a webinar on Thursday, October 5 at 2 p.m. ET. This year’s study will focus on podcast monetization and advertising potential through the lens of the Latinx consumer.

The study from Edison Research was commissioned by LWC Studios, Latina to Latina, Libsyn, Latino Media Network, and SXM Media, and will be presented by Gabriel Soto, Senior Director of Research at Edison Research; Elsie Escobar, Director of Community & Content at Libsyn and Co-Founder of She Podcasts, and Briana Mendez, Senior Sales Marketing Manager at SXM Media.

Click here to register for The Latino Podcast Listener Report 2023

Want to get ready for the Latino Podcast Listener Report and do some networking? You have your chance tomorrow! A virtual networking event, Monetizing Latiné Podcasts: Pre-Report Networking, will be held by Libsyn and BIPOC Podcast Creators on Thursday, September 21 at 7 p.m. ET. The event will include a preview of the fourth Latino Podcast Listener Report and meaningful discussions on monetizing podcasts with Latino audiences.

Click here to register for Monetizing Latiné Podcasts: Pre-Report Networking

The Latino Podcast Listener Report 2023 — Save the Date

The fourth annual Latino Podcast Listener Report will debut in a webinar on Thursday, October 5 at 2 p.m. ET. This year’s study will focus on podcast monetization and advertising potential through the lens of the Latinx consumer.  

The study from Edison Research was commissioned by LWC Studios, Latina to Latina, Libsyn, Latino Media Network, and SXM Media, and will be presented by Gabriel Soto, Senior Director of Research at Edison Research; Elsie Escobar, Director of Community & Content at Libsyn and Co-Founder of She Podcasts; and Briana Mendez, Senior Sales Marketing Manager at SXM Media. 

Soto, Escobar, and Mendez will also share updates on baseline statistics from prior years and will present video interviews of U.S. Latino podcast listeners discussing how they’ve interacted with podcasts, what products or services they purchased after hearing about it on a show, and how they feel about advertisements on podcasts.  

A webinar recording will be available at the presentation’s conclusion, and English and Spanish versions will be available for download.  

A virtual networking event, Monetizing Latiné Podcasts: Pre-Report Networking, will be held by Libsyn and BIPOC Podcast Creators on Thursday, September 21 at 7 p.m. ET. The event will include a preview of the fourth Latino Podcast Listener Report and meaningful discussions on monetizing podcasts with Latino audiences.

 

Click here to register for The Latino Podcast Listener Report 2023
 

Click here to register for Monetizing Latiné Podcasts: Pre-Report Networking

Weekly Insights 9.13.2023 Linear Audio Still Rules In Car

This post is from Edison’s Weekly Insights email. Please click here if you would like to subscribe.

Two weeks ago, we talked about how the percent of daily audio time Americans spend with linear audio just was passed by the time spent with on-demand audio. That is true when looking at total listening, and we recognize that finding as a milestone in the story of audio in the U.S.

But what about listening in various locations?

In the graphic below, you can see that for listening in locations except for in-car, the majority of daily audio time is spent with on-demand platforms (60%) compared with 40% to linear platforms. This would include listening at home, at work, and other places such as taking walks, or when at the grocery store or gym. There is a very different proportion of linear to on-demand listening in the car, however.

In the car, 76% of the time spent with audio by Americans age 13+ is with linear platforms, which include AM/FM radio, radio streams, SiriusXM Radio, and other radio services. On-demand platforms, such as paid streaming services, podcasts, or owned music such as CDs, garner 24% of the total in-car listening time. Clearly, a very different picture than what is seen in other listening locations.

What is it about the car that makes the linear audio experience that much more appealing? Listening to on-demand audio means more time navigating phone menus and making choices, when the road demands one’s attention. Linear audio is, for many people, just easier in-car. The hardware is simple and making an audio choice requires fewer decisions. AM/FM and SiriusXM offer listening experiences where there is no pausing or rewinding, and the content choices are made by program directors – all positives in a linear environment. As for AM/FM, there may be the added element in some cases of actual, live people, speaking to listeners in real time, which could provide companionship while driving.

As in-car audio systems make on-demand listening more streamlined and accessible, we are likely to continue to see on-demand listening grow in cars. For now, though, linear audio takes the lion’s share of audio time among those age 13+ in the car.

Weekly Insights 9.5.2023 Podcasting’s “Luxury Brands”

This post is from Edison’s Weekly Insights email. Please click here if you would like to subscribe.

Edison Podcast Metrics is the only service that measures the entire podcasting market. Unlike opt-in services for download counting, each and every podcast that one might listen to in the United States (and coming any day in the UK) is measured.

As such, we are able to tell publishers, advertisers, and other interested parties what the biggest shows are, as we recently did when we published our list of the 50 biggest podcasts in the second quarter of 2023.

In addition, we can look at our sample of over 40,000 interviews with podcast listeners and profile the audiences of the biggest shows with a precision and completeness that no other service can match.

One way we can look at the list of shows is which ones have the highest concentration, or index, of different audience groups. These shows aren’t necessarily the biggest shows among a target audience group – they are the most efficient.

So, this week we take a look at which shows are most efficient at delivering high-income listeners. Here are the top ten shows, and each of them have well over half of their listeners in households with more than $100,000 annual income:

As one can quickly see, sorting the data by people who make a lot of money finds a lot of shows about money and business. Also, there are several shows from creators who are affiliated with other platforms that are known to deliver high-income groups, for instance The New York Times.

Podcasting has a story to tell to pretty much any advertiser, but in this case the Rolex and Maserati folks should be taking notice.