Unveiled at The Podcast Show London, The Advertising Landscape UK is the first large-scale study of UK podcast advertising and key findings include:

• 4 out of every 10 British adults now listen to an ad-supported podcast monthly
• More than half of monthly UK listeners tune into podcasts daily or almost daily
• 44% of UK podcast listeners recalled making a purchase after hearing a podcast ad in the past three months
• Near-perfect gender parity in engagement

May 21, 2026 – London, UK– Sounds Profitable, the trade association for the podcast industry, in partnership with UK research firm Sound Insights, debuted The Advertising Landscape UK, on stage at The Podcast Show London. According to the report, 43% of British adults now listen to an ad-supported podcast monthly and 79% of ad-supported podcast listeners in the region recalled hearing a podcast ad in the past week.

The Advertising Landscape UK, based on a weighted sample of 5,033 adults, is the first large-scale UK study to measure how British audiences actually experience podcast advertising compared to over 20 other ad-supported media platforms.

According to the report, podcasting in the UK is no longer a niche medium. Forty-three percent of British adults now listen to a podcast monthly. Among those listeners, 56% tune in daily or almost daily. The research also found that peak daily engagement is concentrated in the 35 to 54 year-old demographic, where engagement reaches 60–61%.

“For any media buyers who have thought of podcasts as a supplementary channel, this report will challenge every plan you’ve written for this year,” said Tom Webster, Partner at Sounds Profitable. “It’s undeniable that podcasting has reached mainstream with UK audiences. With more than half of monthly listeners saying they tune into podcasts on a near daily basis, that proves they are bringing their favorite shows along with them in their regular routines.”

The reach of ad-supported podcasting with 18-34 year-olds is a particularly compelling story: it’s tied with broadcast TV with 25-34, and has pulled ahead of broadcast TV with 18-24 year-olds. The report also uncovered that of the 79% of UK podcast listeners who recalled hearing a podcast ad in the past week, there is equal attention paid by gender (79% male / 80% female), a phenomenon also observed in the US version of The Advertising Landscape by Sounds Profitable.

“The UK has long been written off as an advertising-resistant market, but this data suggests a much different diagnosis,” said Ben Robins, Founder at Sound Insights. “British audiences aren’t resistant to advertising. They hold it to a higher standard and podcasting is clearing that bar.”

According to the findings, 44% of UK podcast listeners recalled ever making a purchase after hearing a podcast ad. Additionally, for those who have consumed a podcast ad in the last three months, 30% of podcast listeners searched for more information, 20% discussed the product with others, and 14% wrote down a promo code.

Purchase conversion of this scale does not happen without trust. According to The Advertising Landscape UK, podcasts score highest of any legacy medium on “trust the messenger” (22%) and lead all creator platforms on host transparency (29%).

The findings also underscore that the audience profile reinforces the value. According to the research, UK podcast listeners over-index sharply on higher household incomes: nearly 2x at £60,000+, 2.5x at £80,000+, and 3x at £120,000+. Brands reaching this audience through podcast advertising are not reaching a general market. They are reaching a disproportionately affluent, purchase-ready, trust-driven consumer segment.

To download The Advertising Landscape UK report please visit: https://soundsprofitable.com/research/uk-advertising-landscape-2026/.

For media enquiries, contact:

Molly DeMellier, Head of Communications at Sounds Profitable

Email: molly@soundsprofitable.com

Phone: +1-607-316-0639

ABOUT SOUNDS PROFITABLE

Sounds Profitable is a trade organization representing the leading companies in audio and podcasting. Boasting industry leading research, an influential newsletter with 10,000 subscribers around the world and a podcast on the latest developments in the key news of the audio world. Sounds Profitable addresses the most critical insights on the business of podcasting with over 200 partners and growing. With the goal of providing perceptive content from its experts – and a diverse collection of the brightest minds in podcasting – Sounds Profitable ensures that everyone in the industry is set on a clear path to more listeners and revenue from their amazing shows. For more information, please visit soundsprofitable.com and follow along on LinkedIn at https://www.linkedin.com/company/sounds-profitable.

ABOUT SOUND INSIGHTS

Sound Insights is a UK-based strategic audio research consultancy specialising in podcast and spoken word audience intelligence. Founded by Ben Robins, Sound Insights works with podcast publishers, platforms, and brands to help them understand not just what audiences listen to — but what it means for their strategic decisions.

Ben brings 25+ years of research leadership across Audible, NPR, and BBC World Service, having built audience frameworks for podcasts, audiobooks, radio, and audio drama at a global scale. His clients include the Wellcome Trust, and his work spans audience measurement, content strategy, and advertising effectiveness.

For more information visit sound-insights.co and follow on LinkedIn.