By Olivia Montgomery, Media Planner
Radio might be a legacy channel, but it has endured for a reason. Far from fading into the background, the latest Ofcom Media Nations report showcases the varied listening behaviours across the audio landscape and proves that audio continues to provide the soundtrack to lives across the UK. For brands, the findings highlight three key reasons why audio remains one of the most powerful and versatile channels in the media mix.
Audio remains one of the UK's highest-reaching media channels, with 93% of adults consuming some form of audio content every week. Live radio alone reaches 87% of UK adults weekly, making it a truly mass-reach channel that still provides cut-through in a fragmented media landscape. At a time when brands are increasingly challenged to build broad awareness efficiently, commercial radio continues to offer exceptional scale. Recent RAJAR listenership figures reinforce this picture. UK radio now reaches a record 51 million listeners, while Heart has overtaken BBC Radio 2 to become the UK's biggest radio brand.
New listening environments are driving growth in the channel. More than a quarter of UK adults now listen to podcasts weekly and, while younger audiences continue to lead adoption, listening is increasingly mainstream. Reach among over-65s has grown from near zero a decade ago to 13% today, while 45-54s now listen at above-average levels. News and current affairs combined now form the most popular podcast genre, reaching 47% of weekly listeners, while entertainment, comedy and discussion formats continue to attract large audiences. With preferences varying significantly by age and interest, podcasts give brands opportunities to connect with audiences around their passions, moving beyond broad demographic targeting.
Audio travels with audiences throughout their media day. Radio has enduring importance in the car, with 69% of all in-vehicle audio listening time still spent with live radio. In-car listening now accounts for 26% of all radio consumption, up from 21% four years ago, and almost a quarter of listeners tune into radio only while driving. Yet the wider audio ecosystem means brands can now reach audiences far beyond the commute. Music streaming continues to dominate digital listening, with consumers spending over £2bn on streaming subscriptions in 2025, while podcast reach has grown to 27% of UK adults, expanding across every age group. Together, these behaviours create touchpoints throughout the day, from commuting and exercising to working and relaxing.
Ultimately, the latest Media Nations highlights how audio is becoming more powerful through diversification. Broadcast radio continues to provide reach, frequency, and efficient buying routes, while digital audio, podcasts and connected listening environments offer richer audience targeting, contextual relevance and addressability. Whether through breakfast shows, on-demand podcasts, smart speakers or streaming platforms, audio remains deeply embedded in daily life for audiences across the UK.
