The digital audio revolution is accelerating, and the UK is now at its forefront. According to The Infinite Dial UK 2025 report, produced by Edison Research, sponsored by SiriusXM Media and AdSwizz, online listening habits in the UK have reached record levels, surpassing even the U.S. in key areas.

UK Surpasses U.S. in Weekly Online Audio Reach

Online audio is now an integral part of everyday life for millions of UK listeners. The report reveals that 74% of UK adults aged 16 and above—equivalent to 36 million people—listened to online audio in the past week.

Source: The Infinite Dial UK 2025, Edison Research

This marks a historic milestone, with the UK now outpacing the U.S., where weekly reach stands at 72%.

Source: The Infinite Dial UK 2025, Edison Research

Weekly podcast listening has also soared to 39% of the population (around 19 million), closing in on the U.S. figure of 41%. These numbers reflect not just a growing appetite for audio content but also the rapid maturity of the UK podcast market.

Source: The Infinite Dial UK 2025, Edison Research

Visual Podcasts: A Growing Trend

The rise of video podcasts is another key trend, with 6% of UK adults reporting they watched—but did not listen to—a podcast in the past week. This signals the increasing influence of visual formats in podcast consumption, especially among younger and more digitally engaged audiences.

Smart Devices Fueling Audio Growth

Technology adoption is playing a crucial role in reshaping listening habits.

The report highlights a sharp increase in smart device ownership:

  • Smartwatch ownership has more than doubled since 2021, now at 23%.

  • Smart speakers have seen a dramatic rise:

    • Amazon Alexa ownership jumped from 19% in 2021 to 37%

    • Google Home increased from 7% to 16%

    • Apple HomePod tripled from 2% to 5%

    • In total, 45% of adults in the UK now own a smart speaker.

Source: The Infinite Dial UK 2025, Edison Research

  • Wireless headphones are now owned by over half the population (51%).

In contrast, traditional radio is in decline, with 25% of respondents reporting that they no longer have a radio at home, up from 22% in 2021. This shift underscores a broader migration from analogue to digital audio platforms.

More than Just Listening

Audio is one part of a broader digital lifestyle. Other highlights from the report include:

  • 32% of UK adults played mobile games in the past week.

  • 22% used a gaming console.

  • 18 million listened to an audiobook in the past year.

Source: The Infinite Dial UK 2025, Edison Research

These insights confirm that digital audio—and especially mobile and smart speaker usage—is not only growing, but also becoming deeply embedded in daily routines.

Source: The Infinite Dial UK 2025, Edison Research

With more UK listeners embracing digital formats, advertisers have an unprecedented opportunity to connect with audiences in highly personalised, immersive, and data-driven ways. Learn more and download the full version of the Infinite Dial UK 2025, Edison Research report here.