Smart Devices Drive Surge in UK Podcast Listening

RADIO ONLINE | Wednesday, May 21, 2025 | 10:17am CT

Edison Research

Smart devices are deeply embedded in the daily audio habits of UK listeners, both at home and on the road, according to The Infinite Dial UK 2025 study, presented today at The Podcast Show in London. The research, conducted by Edison Research and sponsored by SiriusXM Media and AdsWizz, reveals strong growth in smart technology adoption and podcast consumption among UK audiences.

Smartphone ownership among those aged 16 and older in the UK has reached near-universal levels, with 97% now owning one -- up from 83% just four years ago. Smart speaker adoption has also surged, rising to 45% from 25% over the same period. That puts the UK 10 percentage points ahead of the U.S., where 35% of those aged 12 and older own a smart speaker. Smart TV ownership has increased as well, with 72% of UK adults owning one, compared to 50% in 2021.

Edison Research's Senior Director of Research Gabriel Soto attributed this growth to technological integration: "Advances in technology, including smart TVs in homes and smartphone integration in cars, provide more avenues for listeners to consume online audio content."

The data also points to significant changes in in-car listening habits. Among UK residents aged 18 who have driven or ridden in a car in the last month, 38% report having Android Auto or Apple CarPlay in their primary vehicle -- more than double the figure from 2021. Podcast listening in cars has climbed as well, with 22% now listening while driving, up from 15% in 2021.

Podcasting itself continues its rise in popularity. The report shows that 68% of UK adults aged 16 -- an estimated 33 million people -- have listened to a podcast, up from 59% in 2021. When including those who report watching podcasts but not listening to them, the figure increases to 71%, or approximately 35 million people.

"The 2025 Infinite Dial data confirms that podcasting isn't emerging -- it has arrived," said Ollie Chadwick, Regional Director, UK & Ireland at AdsWizz. "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."

Soto and Chadwick are scheduled to present more findings from the Infinite Dial UK 2025 study during a follow-up webinar on May 29.