Podcast measurement website Edison Research has announced the launch of a new podcast metric tool in the UK, coming in Q3 2023.
The announcement was made this morning at The Podcast Show in London by Edison Research senior director of research Gabriel Soto, during a session on the history of podcasting.
Edison’s new UK podcast metrics tool will measure more than 2,000 weekly podcast listeners in the UK aged 15 and over every quarter, with the first dataset covering research from Q2 2023.
“We hope to have as many of the US podcast metrics in the UK in the future and by Q3 2023, we’ll have the full data set to look at,” said Soto. “We are fully committed to sharing some of our top learning in the UK and it will be available to subscribers immediately after its release.”
Soto also shared some preliminary data that measured more than 1,000 UK weekly podcast listeners aged 15 and older in April 2023. The data showed that 28% of the population listens to podcasts every week, compared to 31% in the US (12+) - according to the latest Edison Podcast Consumer report. Both UK and US weekly podcast listeners listen to podcasts at home the most and listen to podcasts at work the least.
In terms of which platforms UK podcast listeners use, the biggest comparison between the US is the addition of BBC Sounds, where 36% of respondents listen. However, Spotify is the most popular podcast platform overall with 45% of the respondents listening on it.
The Edison UK podcast metric tool also measures what the top podcasts are in the country with the largest number of weekly podcast listeners. The top-ranking show as of April 2023 is The Diary of A CEO, followed by The Joe Rogan Experience, Off Menu, The Rest is Politics and Shagged, Married, Annoyed.
The full dataset which, will be released in Q3, will also include the demographics of the podcast listeners as well as their purchasing and consumption patterns.
“We are incredibly enthusiastic about the expansion of Edison Podcast Metrics to the UK,” said Edison Research senior vice president Melissa Kiesche. “We have seen how beneficial the data has been to those in the podcast industry in the US and we are looking forward to seeing the thriving podcast community in the UK take advantage of this research.”
