Audiobooks vs. podcasts – How the audiences differ in Britain

As digital audio consumption continues to grow, audiobooks and podcasts have become two of the most popular formats for British listeners. YouGov Profiles data highlights that while podcasts have a broader audience, audiobook listeners display distinct engagement habits. By comparing the two formats, we can better understand how their audiences overlap, where they diverge, and what these insights mean for content creators and marketers.

Audiobooks vs. podcasts – Who listens?

Podcasts have a higher popularity, with 30% of Britons saying they enjoy them, compared to 17% for audiobooks. The age and gender breakdown further reveals differences.

• Men 25-39 are the most engaged with both formats, but at different levels: 49% listen to podcasts, while 26% listen to audiobooks.
• Women 25-39 also show strong engagement, with 46% listening to podcasts and 21% to audiobooks.
• Audiobooks generally attract fewer older listeners, with only 11% of men 55+ and 14% of women 55+ listening, while podcasts retain some engagement in this group (16% each for men and women).

How often do people listen?

Among those who do listen, engagement patterns are similar between audiobooks and podcasts, but podcasts show higher frequency.

• Daily listening is nearly identical: 34% for podcasts and 32% for audiobooks.
• However, weekly podcast listeners (47%) outnumber weekly audiobook listeners (35%), showing that podcasts are consumed more regularly.
• Audiobooks, in contrast, have more monthly listeners (33%) compared to podcasts (20%), indicating that while some may listen less frequently, they still engage consistently.

Time spent per session – How long do people listen?

While audiobooks and podcasts share a similar distribution in terms of listening duration, audiobooks see slightly higher engagement in longer sessions.

• Short sessions (up to 30 minutes): Nearly identical at 15% for audiobooks and 14% for podcasts.
• Mid-length sessions (30 minutes to 1 hour): 39% of podcast listeners and 37% of audiobook listeners fall into this category.
• Longer sessions (1 to 2 hours): 30% for audiobooks, slightly lower than 33% for podcasts.
• Extended listening (2 to 5 hours): Audiobooks see 15%, slightly higher than 12% for podcasts.
• Marathon sessions (5+ hours): Both formats remain niche, with only 3% of users listening for such long durations.

How the two audiences differ

• Podcasts attract almost twice as many British adults as audiobooks (30% vs. 17%).
• Men and women in the 25-39 age group are most engaged in both formats, but more so with podcasts (49% vs. 26%).
• More people listen to podcasts weekly (47%) compared to audiobooks (35%)
• Audiobook listeners are slightly more likely to engage in long sessions (2 to 5 hours – 15% vs. 12% for podcasts).

What this means for content creators and marketers

The overlap between audiobook and podcast listeners presents opportunities for content creators and advertisers. Podcasts can act as an entry point for audiobook consumption, while audiobook services may benefit from marketing to frequent podcast listeners who are already accustomed to spoken-word content.

Additionally, brands and publishers should recognize the different listening habits:

• Podcasts can benefit from frequent, bite-sized content that integrates easily into daily routines.
• Audiobooks should focus on engaging, high-quality storytelling that encourages deeper, long-form listening.

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race.