Brits love podcasts on smart TVs

Brits have fallen in love with watching podcasts on their smart TVs, marking a significant shift in how they spend their evenings. According to new data from Signal Hill Insights and FlightStory, almost half of UK podcast consumers use their smart TVs to watch podcasts, competing directly with linear TV and streaming services.

What's Changed

The data suggests that podcasts are becoming a staple of evening entertainment, with most consumption happening between 7pm and 11pm. This shift is being driven by the increasing popularity of video podcasts, which are now being consumed by a significant proportion of UK podcast listeners. As Paul Riismandel notes, "this is a fundamental shift in how UK audiences are spending their evenings."

Inside the Numbers

• 42% of smart TV podcast viewers consume podcasts with someone else
• 21% of smart TV users only listen to podcasts, without watching video
• Most podcast consumption happens between 7pm and 11pm

Why It Matters

The rise of smart TV podcast viewing is a significant development for the industry, and it's one that's likely to have far-reaching implications for creators and platforms alike. As the video podcast market continues to grow, we can expect to see more and more creators experimenting with new formats and content styles. This, in turn, will drive innovation and competition in the market, ultimately benefiting listeners.

The Takeaway

The smart TV podcast viewer is a new and significant demographic, and one that's worth paying attention to. As the market continues to evolve, it's likely that we'll see more and more creators and platforms catering to this audience. For now, it's clear that Brits love watching podcasts on their smart TVs, and that's a trend that's here to stay.