Riding the audio wave: how podcasts are taking the TV industry by storm
Ad revenue for the UK podcast industry was valued at £40m in 2021 and estimated to rise £60m by 2025 (PWC). A huge variety of high quality, lively and innovative audio content has sprung up from sports to satire; dating to drama; crime to cookery and everything else in between. Podcasts are now providing a vast pool of ideas, talent and IP ripe for development for the television industry, and with listeners on the whole younger than those watching TV, the medium is also a live litmus test for topics, people and formats which engage this hard-won audience.