Topline findings from The Infinite Dial UK 2025 were presented at The Podcast Show in London on May 21, 2025 followed by an in-depth webinar on May 29. See below for a replay of the webinar and the press releases from both presentations.
Tech Ownership Increases; Social Media Preferences Shift Additional Findings from The Infinite Dial UK 2025
Somerville, N.J. May 29, 2025 — Major findings on UK digital media consumption from The Infinite Dial UK 2025 were presented last week at The Podcast Show in London. Today, presenters Gabriel Soto, Edison Research’s Senior Director of Research, and Ollie Chadwick, AdsWizz’s Regional Director, UK & Ireland, shared additional insights from the study in a webinar. The study is sponsored by SiriusXM Media and AdsWizz and is now available for download and viewing.
Tech Ownership
Smart watch ownership has more than doubled in four years. Today, 23% of those in the UK ages 16 and older own a smart watch
Ownership of each smart speaker brand has doubled or nearly doubled in the last four years:37% of those in the UK ages 16+ own an Amazon Alexa, up from 19% in 2021, 16% own a Google Home, up from 7% in 2021, and 5% own an Apple HomePod, up from 2% in 2021. In total, 45% of those in the UK ages 16+ own at least one smart speaker
51% of those in the UK ages 16+ (25 million people) own wireless headphones, almost double the number from 2021
Physical radio ownership has declined; 25% of those in the UK ages 16+ do not own a traditional radio in their household, compared with 22% in 2021
Social Media
Reach for the social media platforms Facebook, Instagram, LinkedIn, and X is higher in the UK than it is in the U.S. This is especially true for X (formerly known as Twitter), which reaches 35% of those ages 16+ in the UK compared to 21% in the U.S.
The last four years have seen a shift regarding which social media platforms are used most often. Facebook, Snapchat, and X have declined as platforms used most often while Instagram and TikTok have grown. Instagram is now used most often by 23% of the 16+ social media user population, up from 9% in 2021. TikTok is now used most often by 11% of the 16+ social media user population, up from 7% in 2021
Online Audio
A larger percentage of the UK population has listened to online audio in the last week than the U.S.; 74% of those ages 16+ in the UK (36 million people) listened to online audio in the last week compared with 72% of those in the U.S. This is an increase of eight percentage points for the UK, up from 66% in 2021
Podcast Listening
39% of those in the UK ages 16+ (19 million people) consume podcasts each week
6% of those in the UK ages 16+ say they have watched a podcast but did not listening to one in the last week
The UK is closing the gap with the U.S. when it comes to weekly podcast consumers, now only two points behind; 39% ofthose in the UK ages 16+ have consumed a podcast in the last week compared with 41% of those in the U.S. In 2021, the gap was four points, with 25% of those in the UK age 16+ being weekly podcast consumers compared with 29% of those in the U.S.
Other findings
32% of those in the UK ages 16+ report playing games on their mobile device in the last week, while 22% report playing on a gaming console or system
18 million people in the UK ages 16+ listened to an audiobook in the last year
About the study: The Infinite Dial UK mirrors Edison Research’s The Infinite Dial, which is the longest-running survey of digital media consumer behavior in America and has been undertaken annually since 1998. The report covers a wide range of online digital media topics, including online audio listening, podcast consumption, device ownership, in-car audio habits, social media usage, and more. This study is designed to allow for direct comparisons among the UK, U.S., Australia, and New Zealand markets.
UK Consumers Embrace Smart Devices as Podcast Listening Hits New High The Infinite Dial UK 2025 released at The Podcast Show in London
Somerville, N.J. May 21, 2025 — Smart devices permeate the audio day of UK listeners, including the in-car environment, according to The Infinite Dial UK 2025, presented today at The Podcast Show in London from Edison Research with sponsors SiriusXM Medi and AdsWizz. The findings shared by Edison Research’s Senior Director of Research, Gabriel Soto, and AdsWizz’s Regional Director, UK & Ireland, Ollie Chadwick include:
Smart device ownership increases
Smartphone ownership is ubiquitous in the UK, with 97% of the 16+ population owning a smartphone, up from 83% just four years ago.
Smart speaker ownership showed massive increases in the past four years, with 45% of the 16+ population now owning a smart speaker, up from 25% four years ago. The UK outpaces the U.S. by 10 percentage points, with 35% of the U.S. population ages 12+ owning one of the devices.
Smart TV ownership has increased to 72% today among those ages 16+ in the UK compared to 50% four years ago.
In-car listening has more smartphone integration and more podcasts
Of those in the UK ages 18+ who have driven or ridden in a car in the last month:
38% have either an Android Auto or Apple CarPlay system in their primary car – more than doubling since 2021
22% listen to podcasts in-car, compared to 15% in 2021
Podcast consumption hits new high
68% of those age 16+ in the UK (33 million people) have ever listened to a podcast, up from 59% in 2021
When adding in those who did not report listening to a podcast but said they watched a podcast, reach increases to 71% (35 million people) who have ever consumed a podcast (listened or watched)
“The 2025 Infinite Dial data confirms that podcasting isn’t emerging — it has arrived! With more than 33 million UK adults now listening—and nearly half watching—podcasting is no longer an audio-only format. It’s a cross-platform experience that rewards creative ambition and demands strategic thinking. The future belongs to formats that move fast, tell stories across screens, and turn data into direction,” said Chadwick, Regional Director, UK & Ireland, AdsWizz.
According to Edison’s Senior Director of Research Soto, “Advances in technology, including smart TVs in homes and smartphone integration in cars, provide more avenues for listeners to consume online audio content.”
Soto and Chadwick will team up once more to present an in-depth look at additional findings from the study in a webinar on May 29.
About the study: The Infinite Dial UK mirrors Edison Research’s The Infinite Dial, which is the longest-running survey of digital media consumer behavior in America and has been undertaken annually since 1998. The report covers a wide range of online digital media topics including online audio listening, podcast consumption, device ownership, in-car audio habits, social media usage, and more. This study is designed to allow for direct comparisons between the UK, U.S., Australia, and New Zealand markets.
