In the latest release of its iconic The Infinite Dial UK survey report, presented at this week’s The Podcast Show in London, Edison Research reports that UK consumers embrace smart devices in-home and in-car. The presentation was supported by AdsWizz and SiriusXM.
“Smart devices permeate the audio day of UK listeners, including the in-car environment,” Edison observes.
The report covers three segments:
- Smartphone ownership
- Smart speaker ownership
- Smart TV ownership
Overall, podcast consumption has reached a new high level in the UK. In that broad finding, Edison reveals and measures a distinction between listening to a podcast, and watching a podcast:
- 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.”
Technology inventions and in-home tech variety give listeners more ways to consume audio content, according to Edison Director of Research Gabriel Soto. Some results of that listening facility are revealed in Edison’s presentation:
- 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.
Along with these upward-moving ownership and usage metrics, it makes sense that familiarity with podcasting would be high. Edison compares how podcast familiarity has grown over four years:
Along with growing familiarity comes more listening. We learn that in 2021 jus 50% of the UK population had listened; this year it is 68 million.
As always, we recommend the source. The Infinite Dial UK 2025 presentation deck is freely available HERE.
