Podcasts have become a go-to move for both creators and celebrities. From chart-topping shows hosted by YouTubers to actors and athletes building intimate audio spaces, the format has never been busier.
But who’s actually listening – and why does it matter for managers and brand partners?
The Numbers Game
According to Ofcom, nearly one in four UK adults listen to podcasts weekly. Younger demographics dominate, with 16–34 year olds making up over 60% of regular listeners.
This audience skews highly engaged, with many listeners tuning in for full 45+ minute episodes — far longer than typical social content. For managers, this means talent can capture attention in a way that TikTok or Instagram can’t.
Creators Pull Younger, Celebrities Pull Broader
- Creators often attract Gen Z and younger millennials, many of whom follow their favourite YouTubers or TikTok stars into the podcast space. Emma Chamberlain’s “Anything Goes” is a prime example – her listeners are largely Gen Z women who already consume her YouTube and TikTok content. Similarly, UK creator Grace Beverley has built “Working Hard” around her community of ambitious young women balancing career, lifestyle, and wellness.
- Celebrities, meanwhile, tend to pull in more balanced demographics. Jamie Laing podcast “Great Company” attracts a wide-ranging audience thanks to its mix of reality TV fans, comedy listeners, and lifestyle content. Rio Ferdinand’s “Rio Ferdinand Presents” leans heavily male, tapping into his established football audience, while shows hosted by TV personalities like Katherine Ryan pull an older millennial and Gen X crowd.
This distinction is crucial when pitching to brands. A beauty creator’s podcast could be perfect for a skincare brand targeting Gen Z, while a celebrity comedian’s show might be a stronger bet for a broad FMCG campaign.
Why Brands Care About Podcast Audiences
Podcast audiences are not only large – they’re highly engaged and more trusting of hosts.
Research from Edison shows that over 50% of listeners say they’re more likely to buy a product recommended on a podcast. Compared to passive ad consumption on social platforms, podcast advertising feels more authentic, especially when read by the host.
For managers, being able to provide demographic breakdowns can be the difference between landing a brand partner and missing out. Brands want proof that the audience aligns with their target market, whether that’s age, gender, or spending power.
The Future of Talent Podcasts
As more creators and celebrities enter the space, managers will need to guide talent in positioning their shows. Is it niche but fiercely loyal? Or broad with cross-generational appeal? Both have value – but the strategy should be intentional.
For brand partnerships, the question isn’t just “does this podcast have downloads?” but “who are those downloads coming from?”
