英国播客行业市场前景及投资研究报告-培训课件外文版2024.5

DIGITAL

&

TRENDSPodcastsintheUnitedKingdom(UK)CHAPTER

01PodcastindustryoverviewNumberofpodcastlistenersworldwidefrom2019to2024(inmillions)Numberofpodcastlistenersworldwide2019-2024600504.9500464.7424.2383.74003002001000332.2274.82019202020212022202320243Description:AccordingtoastudyfromJuly2021onglobalpodcastconsumption,thenumberofpodcastlistenersworldwidehassteadilyincreasedandispredictedtoriseevenfurther.In2020,thenumberofpodcastlistenersworldwideamountedto332.2millioninternetusers,whilethisnumberhasgrownto383.7in2021.ReadmoreNote(s):Worldwide;2019and2020;forecastdatafromJuly2021,amonginternetusersofanyagewholistentoapodcastviadigitalstreamordirectdownloadonanydeviceatleastoncepermonthSource(s):eMarketerShareofinternetuserswholistentopodcastsinselectedcountriesworldwidein2021Internetuserswholistentopodcastsworldwide202145%40%40%35%30%25%20%15%10%5%34.6%34.2%33.2%32.8%30%28.4%27.9%

27.6%25.8%25%24.5%

24.4%22.9%19.2%12.2%11.8%8.7%0%4Description:Accordingtoastudyonpodcastconsumptioninselectedcountriesworldwidein2021,theUnitedStateshadthehighestrateofinternetuserslisteningtopodcastsat40percent.PodcastsweresignificantlylesspopularinChinawithapenetrationrateof8.7percent.ReadmoreNote(s):Worldwide;July2021;18yearsandolder;amonginternetusersSource(s):eMarketer;ReutersInstitutefortheStudyofJournalism;TwitterLeadingpodcastpublishersworldwideinJune2023,byuniquestreamsanddownloads(inmillions)Podcastpublishers'globaluniquestreamsanddownloads2023Uniquestreamsanddownloadsinmillions100

150

200050250300350400377.24iHeartPodcastsWondery176.23162.04NPRNewYorkTimesDailyWire111.7179.9470.41NBCNewsPRX52.4541.3635.0738.19TheWaltDisneyCompanyCNNVoxMedia5Description:TheleadingpodcastpublisherworldwideinJune2023basedonuniquestreamsanddownloadswasiHeartRadiowith377.24millionstreamsanddownloadsinthatmonth.InsecondplacewasWonderywith176.23million.

ReadmoreNote(s):Worldwide;June2023;mobileanddesktoppodcastaudienceSource(s):PodtracShareofpeoplewholistenedtoapodcastinthelastmonthinselectedmarketsworldwide2021,bycountryShareofmonthlypodcastlistenersinselectedmarketsworldwide2021,bycountryShareofrespondents25%0%5%10%15%20%30%35%40%45%50%55%SouthKoreaIreland49%41%SpainUnitedStatesNorwaySwedenSwitzerlandCanada38%37%37%36%35%33%32%31%31%AustriaAustraliaItalyFinlandArgentina29%29%6Description:Accordingtoastudyfrom2021,podcastswereespeciallypopularinSouthKorea,where49percentofrespondentsstatedthattheyhadlistenedtoapodcastinthelastmonth.Amongtheselectedmarkets,podcastsweretheleastpopularintheUnitedKingdom,withonly22percentofsurveyedpeoplesayingthattheyhadlistenedtoapodcastwithinthemonthpriortothestudy.ReadmoreNote(s):Worldwide;endofJanuarytobeginningofFebruary,2021;*;18yearsandolder;*Samplesizevariedamongthecountries:Argentina:2,007;Australia:2,034;Austria:2,000:;Belgium:2,008;Canada:2,036;Chile:2,009;Denmark:2,005;[...]

ReadmoreSource(s):ReutersInstitutefortheStudyofJournalism;SpeechKit;YouGovIntensityoflisteningtopodcastsinselectedcountriesworldwide2022Podcastlisteningintensityinselectedcountries2022ShareofrespondentsFrequentpodcastslisteners10%

20%37%36%31%29%25%27%26%26%25%25%21%Occasionalpodcastslisteners30%

40%

50%Non-user/don'tknow/noanswer0%60%70%80%90%100%Finland

3%Spain

3%59%61%IndiaUnitedKingdom4%4%5%4%65%67%70%70%71%72%72%72%76%UnitedStatesofAmericaGermanySwitzerland

3%Austria

2%Italy

2%Russia

3%France

3%7Description:ThedisplayeddataonthepodcastlisteningintensityinselectedcountriesshowsresultsoftheGlobalConsumerSurvey2022.Some3percentofrespondentsinFrancequalifiedasfrequentpodcastslisteners.Frequentlistenersarerespondentswhostatedthattheylistentopodcastsfor11hoursperweekormorewhileoccasionallistenersarerespondentswholistentothismediumfor10hoursperweekorless.

ReadmoreNote(s):fourwavesfrom03January2022to16December2022;2030to9985percountry;18-64yearsSource(s):ConsumerInsightsPenetrationrateofthemusic,radio,andpodcastsegmentintheUnitedKingdom(UK)from2018to2027Music,radio,andpodcastpenetrationrateintheUnitedKingdom(UK)2018-2027TraditionalRadioTraditionalMusicDigitalMusic70%65%60%55%50%45%40%35%30%25%20182019202020212022202320242025202620278Description:Significantfluctuationsareestimatedforallsegmentsovertheforecastperiodforthepenetrationrate.OnlyforthesegmentDigitalMusic,asignificantincreasecanbeobservedovertheforecastperiod.Here,theindicatorexhibitsadifferenceof14.95percentbetween2018and2027.ReadmoreNote(s):UnitedKingdom;2018to2027Source(s):Advertising&MediaInsightsEstimatednumberofpodcastlistenersintheUnitedKingdom(UK)from2017to2026(inmillions)PodcastreachintheUnitedKingdom(UK)2017-20263025201528.12725.223.321.21019.116.913.311508.920172018201920202021202220232024202520269Description:Asof2021,therewereover19.1millionpodcastlistenersintheUnitedKingdom(UK).Theaudienceisgrowingsteadilyasthepopularityofpodcastsincreases,withestimateofover28millionlistenersby2026.

ReadmoreNote(s):UnitedKingdomSource(s):Advertising&MediaInsightsMostpopularradioprogramsandpodcastsintheUnitedKingdom(UK)asofthe3rdquarterof2022MostpopularradioprogramsandpodcastsintheUnitedKingdom(UK)Q32022Shareofrespondents10%

15%

20%0%5%25%30%35%40%45%45%50%NewsandWeatherDesertIslandDiscs37%KenBruceBBCRadio231%30%29%NHSCouchto5kTherArchersSaraCox(RadioProgramme)JustaMinute27%27%27%TheChrisEvansBreakfastShowTheRadio1BreakfastshowwithNickGrimshawTonyBlackburn'sGoldenHourKateGarrawayonSmoothRadioI'mSorryIHaven'taClue26%24%24%23%10Description:ThehighestrankedradioprogramwasNewsandWeatherwith45percentofrespondentsgivingitapositiveratingintheUnitedKingdom(UK),asofthethirdquarterof2022.ThesecondmostpopularradioprogramwasDesertIslandDiscs,with37percentofrespondentshavingapositiveopinionoftheshow.ReadmoreNote(s):UnitedKingdom;Q32022;6,000+**Source(s):YouGovCHAPTER

02ListenerbehaviorShareoftimespentlisteningtopodcastsintheUnitedKingdom(UK)in2021-2023,byactivityPodcastconsumptiontimeintheUK2023,byactivityShareofrespondents202310%2022202120%0%30%40%50%60%70%51%53%Whileathomerelaxing63%37%Whiledoinghousework(e.g.cleaning/cooking/gardening)Whilewalking41%41%38%38%40%33%35%Whentravellinginacar27%26%WhentravellingonpublictransportAtbedtime/beforegoingtosleepWhiledoinganyotherexerciseWhileatwork(includingworkingfromhome)Tohelpmegoto/getbacktosleepWhilecycling30%24%25%28%32%18%21%19%19%20%22%16%16%9%9%7%7%5%Whileatschool/college(includingremotelearningfromhome)Other6%5%4%3%1%1%Don'tknow12Description:AccordingtoasurveyonpodcastconsumptionintheUnitedKingdomin2023,37percentofrespondentswholistenedtopodcastsatleastonceamonthdidsowhiledoinghousework.Another51percentstatedthattheyconsumedpodcastswhiletheywereathomerelaxing.ReadmoreNote(s):UnitedKingdom;February28toMarch7,2023;*;18yearsandolder;*Thesampleconsistedofa1,884nationallyrepresentativesampleofwhich518werenonpodcastusers,1,006wereregularpodcastusersand360wereoccasional[...]

ReadmoreSource(s):Ofcom;YonderWaystofindnewpodcastsintheUnitedKingdom(UK)asof2023WaystofindnewpodcastsintheUK20232022202335%30%25%20%15%10%5%32%32%31%31%30%30%21%

21%18%

18%15%

15%12%11%9%8%8%6%6%5%3%

3%0%Socialmedia

IdonothearWordofmouthFromwhereI

Mentionsor

Mentionsor

Anyotherlistento

interviewson

interviewson

websites/OtherTVNewspapers

MagazinesDon'tknowsites(e.g.FacebookorInstagram)aboutnewpodcastsadvertising(includingprintand(Includingprintand(friendsand

podcasts(e.g.radioTVappse.g.via

(e.g.trailersfamily)Spotify,programmes

programmessearchenginesoradverts

website/app

website/appBBCSounds)version)versions)13Description:AccordingtoasurveyonpodcastconsumptionintheUnitedKingdomin2023,32percentofrespondentsstatedthattheyfoundnewpodcaststhroughthewordofmouth.Another18percentfoundnewpodcastsviaradioprograms.

ReadmoreNote(s):UnitedKingdom;2022andMarch3rdto12th,2023;*;18yearsandolder;*sampleconsistedofa1,884nationallyrepresentativesampleofwhich518werenonpodcastusers,1,006wereregularpodcastusersand360wereoccasional[...]

ReadmoreSource(s):;Ofcom;YonderReasonsforlisteningtopodcastsintheUnitedKingdom(UK)in2022ReasonsforpodcastconsumptionintheUK2022Shareofrespondents0%10%20%30%40%50%60%Forentertainment57%TolearnsomethingneworimproveunderstandingofsomethingIalreadyknow…48%TorelaxTopassthetime39%32%ForbackgroundlisteningTocatchuponnews26%19%Forpracticaladvice26%Togivemesomethingtotalkaboutwithfriends/familyForcompany21%18%TomakemefeelbetterHabit23%14%TodiscovernewmusicSomeoneelsechoosesOtherreasons7%5%3%2%Don'tknow14Description:Accordingtoastudyfrom2022onpodcastconsumptionintheUnitedKingdom,48percentofrespondentslistentopodcastsinordertolearnsomethingneworimproveunderstandingofsomethingtheyalreadyknowabout.Another39percentlistentopodcaststorelax.ReadmoreNote(s):UnitedKingdom;March2022;16yearsandolder;allrespondentswholistentopodcastsatleastonceamonthSource(s):Ofcom;YonderAttitudestowardspodcastsintheUnitedKingdom(UK)asofthe4thquarterof2021AttitudestowardspodcastsintheUKQ4202180%70%60%50%71%59%41%40%30%20%10%25%0%ListenedtoapodcastwithinthepreviousmonthFamiliarwithpodcastsListenedtoapodcastatsomepointListenedtoapodcastatleastoncewithinthepreviousweek15Description:AccordingtoastudyonpodcastsconsumptionintheUnitedKingdomfromthefourthquarterof2021,59percentoftherespondentssaidthattheyhadlistenedtopodcastsatsomepoint.While71percentofrespondentswerefamiliarwiththeformatofpodcasts,only25percenthadlistenedtoatleastonepodcastwithinthepreviousweek.ReadmoreNote(s):UnitedKingdom;Q42021;1,000respondents;16yearsandolderSource(s):EdisonResearch;Website(inpublishing.co.uk)ReasonswhypeoplehavestoppedconsumingpodcastsintheUnitedKingdom(UK)in2022t02023ReasonsforendingpodcastconsumptionintheUK20232022202340%34%35%30%25%20%15%10%5%30%30%29%29%25%21%18%14%14%13%13%5%5%4%4%1%0%Icannotfind

Idonothave

Ifindlistening

Iusedtolisten

IusedtolistenOtherDon'tknow

Ilostinterestin

IdootherIfindpodcastsanypodcasts

enoughtimeto

topodcastswhenIwas

whenIwasatthecontentof

activitiesmore

areusuallytoothatinterestmelistentopodcastsinconvenient

travellingtothegymorthepodcastsoften(e.g.watchingTVorgaming)longandfromwork

exercisingbutbutIknowworkfromhomemorehaven'tdonethatasoften16Description:Accordingtoastudyfrom2023onpodcastconsumptionintheUnitedKingdom,30percentofrespondentsstoppedlisteningtopodcastsbecausetheycouldnotfindanypodcaststhatwereinterestingtothem.Another25percentstatedthattheyhadnotenoughtimetolistentopodcasts.ReadmoreNote(s):UnitedKingdom;2022andMarch3to11,2023;16yearsandolder;allrespondentslistenedtopodcastsinthepast;*Thesampleconsistedofa1,884nationallyrepresentativesampleofwhich518werenonpodcastusers,1,006were[...]

ReadmoreSource(s):;Ofcom;YonderMostpopularradioprogramsandpodcastsintheUnitedKingdom(UK)asofthe3rdquarterof2022MostpopularradioprogramsandpodcastsintheUnitedKingdom(UK)Q32022Shareofrespondents10%

15%

20%0%5%25%30%35%40%45%45%50%NewsandWeatherDesertIslandDiscs37%KenBruceBBCRadio231%30%29%NHSCouchto5kTherArchersSaraCox(RadioProgramme)JustaMinute27%27%27%TheChrisEvansBreakfastShowTheRadio1BreakfastshowwithNickGrimshawTonyBlackburn'sGoldenHourKateGarrawayonSmoothRadioI'mSorryIHaven'taClue26%24%24%23%17Description:ThehighestrankedradioprogramwasNewsandWeatherwith45percentofrespondentsgivingitapositiveratingintheUnitedKingdom(UK),asofthethirdquarterof2022.ThesecondmostpopularradioprogramwasDesertIslandDiscs,with37percentofrespondentshavingapositiveopinionoftheshow.ReadmoreNote(s):UnitedKingdom;Q32022;6,000+**Source(s):YouGovDevicedistributionofpodcastlisteningtimeintheUnitedKingdom(UK)in2023PodcastconsumptionintheUnitedKingdom(UK)2023,bydevice90%78%80%70%60%50%40%30%20%10%0%9%5%3%2%SmartphonesLaptopordesktopTabletDigitalmusicplayerVoiceActivatedSpeaker18Description:Thedevicemostcommonlyusedtolistentopodcastsinspring2023intheUnitedKingdom(UK)wasthesmartphone.Almost78percentofpodcastlisteningtimewasviasmartphones.Laptopsanddesktopswerethesecondmostuseddevice,withninepercentofpodcastlisteningtime.ReadmoreNote(s):UnitedKingdom;February2023;1,886respondents;15yearsorolder;*Re-contactedparticipantsfromthemainRAJARsurvey.Participantsareaskedtokeepanonlinediaryforsevendaysrecordingtheirradiolisteningforaweek.

ReadmoreSource(s):Ipsos;RAJARCHAPTER

03ListenerdemographicsMostpopularpodcastgenreswithmenintheUnitedKingdom(UK)in2022MostpopularpodcastgenreswithmenintheUK202220%18%18%16%14%12%10%8%13%9%7%6%6%6%6%4%3%3%3%3%3%3%4%2%2%2%2%2%2%1%2%0%20Description:ComedywasthemostpopularpodcastgenreamongmalelistenersintheUnitedKingdomin2022,withashareof18percentofrespondentssayingthattheylistenedtopodcastsfromthegenre.Itwascloselyfollowedbyfootballtowhich13percentofrespondentslistenedto.ReadmoreNote(s):UnitedKingdom;March7to16,2022;579respondents;16yearsandolderSource(s):Ofcom;YonderMostpopularpodcastgenreswithwomenintheUnitedKingdom(UK)in2022MostpopularpodcastgenreswithwomenintheUK202225%21%20%15%10%10%9%9%10%5%6%5%4%3%3%3%3%2%2%2%2%1%1%1%1%0%21Description:Accordingtoastudyfrom2022onpodcastconsumptionintheUnitedKingdom,comedywasthefavoritegenreamongfemalerespondentswithashareof21percent.Thesecondmostpopulargenrewastruecrimeaswellashealthandwellbeingwithashareof10percentofrespondentstuningintoeachgenre.ReadmoreNote(s):UnitedKingdom;7thto16thMarch2022;371respondents;16yearsandolderSource(s):Ofcom;YonderMostpopularpodcastgenreswith16to24year-oldsintheUnitedKingdom(UK)in2022Mostpopularpodcastgenreswith16-24year-oldsintheUK202225%20%20%15%10%5%12%11%9%8%6%5%5%4%3%3%3%3%3%2%1%1%1%1%0%22Description:Comedywasthemostpopularpodcastgenreamong16to24year-oldsintheUnitedKingdomin2022,withashareof20percentofsurveyedrespondents.Thesecondmostpopulargenrewasentertainmentwith12percentofrespondentsconsumingpodcastsfromthegenre.ReadmoreNote(s):UnitedKingdom;March7to16,2022;157respondents;16yearsandolderSource(s):Ofcom;YonderMostpopularpodcastgenreswith25-34year-oldsintheUnitedKingdom(UK)in2022Mostpopularpodcastgenreswith25-34year-oldsintheUK202230%24%25%20%15%10%5%10%9%6%6%5%4%4%4%4%4%3%3%3%3%3%2%2%1%0%23Description:Comedywasthemostpopularpodcastgenreamongthe25to34year-oldsintheUnitedKingdomin2022,with24percentoflisteners.Additionally,footballrankedsecondwithtenpercentofrespondentssayingthattheylistenedtothegenre.

ReadmoreNote(s):UnitedKingdom;2022;288respondents;24to34Source(s):Ofcom;YonderMostpopularpodcastgenreswith35-44year-oldsintheUnitedKingdom(UK)in2022Mostpopularpodcastgenreswith35-44year-oldsintheUK202218%16%14%12%10%8%17%13%10%7%7%6%6%6%5%4%4%4%3%3%2%2%2%2%2%2%1%1%1%1%0%24Description:Comedywasthemostpopularpodcastgenreamong35to44year-oldsintheUnitedKingdomin2022,withashareof17percentofrespondents.Moreover,followinginsecondplacewasentertainmentwith13percentofrespondentslisteningtothepodcastgenre.ReadmoreNote(s):UnitedKingdom;March7to16,2022;219respondents;18yearsandolderSource(s):Ofcom;YonderMostpopularpodcastgenreswith45-54year-oldsintheUnitedKingdom(UK)in2022Mostpopularpodcastgenreswith45-54year-oldsintheUK202216%14%12%10%8%15%10%7%7%7%6%6%6%5%4%4%4%4%3%3%3%3%3%3%3%2%2%1%0%25Description:Comedywasthemostpopularpodcastgenreamong45to54year-oldsintheUnitedKingdomin2022,with15percentoftherespondentsnamingitastheirfavoritegenre.Inaddition,podcastwithinthegenrenewsandcurrentaffairsaccountedfortenpercent,rankingsecond.ReadmoreNote(s):UnitedKingdom;March7to16,2022;128respondents;18yearsandolderSource(s):Ofcom;YonderMostpopularpodcastgenreswithlistenersover55yearsintheUnitedKingdom(UK)in2022Mostpopularpodcastgenreswithover55sintheUK202214%12%10%8%13%12%12%8%8%6%6%6%6%5%4%4%4%3%3%2%2%2%2%2%2%1%0%26Description:Comedywasthemostpopularpodcastgenreamonglistenersaged55andolder,withashareof13percent.Furthermore,newsandcurrentaffairsrankedsecondwith12percentofrespondentspreferringthegenretoothers.

ReadmoreNote(s):UnitedKingdom;March7to16,2022;168respondents;18yearsandolderSource(s):Ofcom;YonderCHAPTER

04DigitalaudioadvertisingDigitalaudioadvertisingspendingintheUnitedKingdomin2022,byformat(inmillionGBP)DigitalaudioadspendintheUK2022,byformat12011010080604020076StreamingPodcast28Description:In2022,digitalaudioadvertisingspendingintheUnitedKingdom(UK)stoodatapproximately186millionBritishpounds,outofwhichpodcastadvertisingaccountedfor76millionpounds,whereasstreamingadsaccountedfor110million.ReadmoreNote(s):UnitedKingdom;2022Source(s):AdTonos;IABUK;PwCPodcastadvertisingspendinginEuropefrom2018to2023(inmillioneuros)PodcastadspendinginEurope2018-2023250200150100207.2144.691.9645038.622.70201820192020*2021*2022*2023*29Description:InEurope,thevalueofadvertisinginvestmentsinthepodcastformatisexpectedtoreach207.2millioneurosin2023.Thiswouldbeamassiveincreasecomparedtotheadspendof2019,amounti