Enders Analysis was mentioned in Campaign on Advertisers ‘still haven’t caught up’ with podcasts' reach, Goalhanger tells CMOs
28 March 2025Enders Analysis published a report on the state of UK podcasting this week, which estimated the UK podcast ad market is worth about £70m. “We are not yet at a point where the size of the market in the UK is proportionate to the size of the market in the US,” Pastor said. “Their population may be five times ours. The size of their advertising budgets are many more than five times greater. We’re still playing catch-up.”
Enders said: “The industry remains small overall, with podcasts treated as a slice of advertisers’ audio budgets, currently limiting growth and resulting in overall revenue representing a tiny part of the audio advertising pie, at around £70m compared to the £738m spent on radio last year.” However, Enders added: “An industry move into video – on both YouTube and Spotify – offers substantial reach and monetisation opportunities.”