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Unveiled at The Podcast Show London, The Advertising Landscape UK is the first large-scale study of UK podcast advertising. # Nearly 80% of UK Podcast Listeners Recall Hearing a Podcast Ad in the Past Week, New Sounds Profitable and Sound Insights Research Finds **Press Release** · London, United Kingdom · via Sounds Profitable · 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%. ... 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. ... 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/. ... **This is a press release** which we link to from Podnews, our daily newsletter about podcasting and on-demand. We may make small edits for editorial reasons.

For listeners, conversations feel alive. And alive content keeps people listening. Guests Bring Built-In Discovery. Another reason interview ... At its core, podcasting is intimate. Listeners put on headphones and spend 30 minutes, sometimes an hour, with voices in their ears. That experience naturally leans toward conversation. Interview podcasts feel like eavesdropping on a great discussion. You’re not just getting information. You’re hearing personality, curiosity, disagreement, humour, and those unexpected moments where someone says something they probably didn’t plan to say. That human dynamic is difficult to replicate in scripted formats. Even the best solo podcasters can struggle to match the energy of two people bouncing ideas off each other. For listeners, conversations feel alive. And alive content keeps people listening. ... Another reason interview podcasts dominate is simple: guests bring audiences. When you invite someone onto your show, you’re tapping into their network, their followers, and their community. Many guests will share the episode with their audience, introducing your podcast to people who may never have found it otherwise. ... Interview podcasts also work because they allow hosts to bring expertise into the room. ... Listeners appreciate hearing directly from people with real-world experience. It adds credibility, perspective, and depth that’s hard to manufacture alone. The host becomes the guide. The guest becomes the insight. ... One underrated advantage of interview podcasts is variety. ... Different personalities bring different stories. ... For listeners, that unpredictability keeps things interesting. For hosts, it helps avoid creative burnout. ... Podcast interviews are not just content. They’re networking. When you sit down with someone for a thoughtful conversation, you’re creating a connection. Many podcasters end up building professional relationships, collaborations, and friendships through their guest lineup. ... Here’s the part people don’t talk about enough. Interview podcasts succeed when the host is actually good at interviewing. ... They guide the conversation without dominating it. ... It feels like discovery. Listeners can tell the difference immediately. That’s why the interview format keeps thriving. When done well, it produces compelling, human conversations that audiences want to return to. ... Despite predictions that new formats will replace it, the interview podcast isn’t going anywhere. Conversations are timeless. People will always be curious about other people’s experiences, ideas, and stories. Interview podcasts combine curiosity, connection, discovery, and personality in a way few formats can match. And in a world overflowing with content, authentic conversations still cut through the noise. Which is exactly why interview podcasts continue to dominate.