AudioUK Backs DCMS Study to Measure UK Podcast and Audio Industry Size
AudioUK has announced its full support for a new government-backed research project aimed at uncovering the real economic scale, commercial value, and structural depth of the UK podcasting and audio industry.
The initiative, being led by the Department for Culture, Media and Sport (DCMS), is expected to deliver one of the most detailed assessments ever conducted into the UK’s booming audio economy — spanning podcast production, audio advertising, distribution platforms, and supporting services.
The research comes at a crucial moment when the podcast industry is not only expanding rapidly but also becoming a major force in digital media, entertainment, marketing, and tech innovation.
DCMS Appoints Frontier Economics to Conduct Industry-Wide Research
The DCMS has appointed Frontier Economics, a leading research and consultancy firm, to conduct the study. Frontier will be responsible for gathering and analysing data from a wide range of companies and organisations operating across the audio ecosystem.
The aim is to build a clear picture of:
The size and value of the UK audio sector
The economic contribution of podcasting and related services
The structure and business models within the industry
Where revenue is being generated across production, advertising, technology and distribution
How different types of suppliers contribute to the overall ecosystem
The findings are expected to play an important role in shaping future government policy decisions, potentially influencing funding support, regulatory frameworks, and industry recognition.
Why This Research Matters for the UK Podcast Industry
The UK is widely considered one of Europe’s strongest podcasting markets. Yet, despite the rapid growth of the sector, there remains a major issue: a lack of reliable, consistent industry data.
Many industry leaders have long argued that without robust economic evidence, it becomes harder to:
Secure long-term government support
Influence policy around audio rights, advertising, and distribution
Highlight the true contribution of podcasting to the creative economy
Support independent creators and emerging production houses
Build stronger commercial opportunities for UK audio businesses
This DCMS-backed study is intended to close that gap by delivering a dataset that policymakers can trust.
AudioUK Encourages Industry Participation Through Short Survey
As part of the research process, AudioUK is calling on podcast and audio companies across the UK to participate in a short online survey.
The survey is designed to capture a representative snapshot of the UK podcasting and audio landscape — and is expected to take around 10 minutes to complete.
AudioUK says participation from a broad range of businesses will be critical, including:
Independent podcast producers
Audio studios and networks
Podcast hosting platforms
Advertising and sponsorship agencies
Audio technology providers
Post-production services
Freelancers and small production teams
Distribution and publishing companies
The organisation stressed that responses will help demonstrate the true breadth of activity happening across the UK audio market.
Survey Deadline Set for 10 February 2026
Participants have been asked to complete and submit their survey responses by:
Tuesday, 10 February 2026
AudioUK has urged both members and non-members to take part before the deadline, ensuring that the research reflects the diversity of voices operating across the industry.
The group emphasised that the more companies respond, the more accurate and representative the findings will be.
Confidentiality Assured: Responses Will Be Aggregated
One of the key concerns for businesses participating in industry surveys is data privacy — especially when it involves financial or operational information.
Frontier Economics has assured respondents that:
All responses will be handled confidentially
Information will be reported only in aggregated form
No individual company data will be disclosed publicly
Data handling will follow Frontier’s published confidentiality statement
This approach is designed to encourage open participation without fear of competitive exposure.
AudioUK: “A Vital Opportunity” for the Sector
Hannah Brankin, Policy and Regulation Lead at AudioUK, described the research as a major turning point for the UK audio landscape.
She said the study offers the industry a rare opportunity to establish a clear and credible economic profile.
Hannah Brankin stated:
“This research is a vital opportunity to build a clearer picture of the UK’s podcasting and audio sector.
By contributing, companies across the industry can help ensure that the scale, value and diversity of audio in the UK is properly understood, and that future policy is informed by robust, representative evidence.”
Her comments reflect the growing industry view that podcasting is no longer a niche entertainment category, but a rapidly expanding segment of the UK’s creative economy.
Podcasting Growth Drives Demand for Better Policy and Industry Recognition
The study arrives at a time when podcasting is evolving quickly across multiple commercial areas.
In recent years, podcasting has grown far beyond traditional audio storytelling, now encompassing:
Key areas driving expansion
Branded podcast marketing
Subscription-based podcast platforms
Live podcast events and touring formats
AI-driven audio editing tools
Programmatic podcast advertising
Global licensing of UK audio content
Cross-platform publishing with YouTube and TikTok
Audiobook and narrative audio convergence
With this growth, industry groups have increasingly called for better measurement tools to support discussions with government departments and regulators.
The DCMS study is expected to offer exactly that: a structured evidence base for long-term planning.
How the Study Could Shape the Future of UK Podcasting
While the study’s findings are not yet available, experts believe the results could have major implications, including:
Potential policy impacts
Increased public funding support for audio production
Greater recognition of podcasting within UK creative industries
New standards for audio advertising regulation
Better protection of intellectual property for creators
Support schemes for regional audio hubs and talent development
More informed discussions around platform dominance and distribution
The report may also highlight how podcasting supports job creation and freelance opportunities — an area that is often undercounted in traditional media reporting.
AudioUK Calls for Participation From Businesses of All Sizes
AudioUK has specifically emphasised that the research must include companies of every size to avoid skewed results.
The organisation wants the study to represent the full range of UK audio activity, including:
Micro studios
Independent podcasters turning professional
Mid-sized production agencies
Established podcast networks
Large-scale media groups and distributors
According to AudioUK, only a broad and balanced participation rate will allow the research to accurately reflect where value is being created in the sector.
This includes value generated not just through content production, but also through the infrastructure that supports podcasting, such as hosting platforms, analytics providers, advertising exchanges, sound engineers, and production freelancers.
Where to Access the Survey
AudioUK has shared the official link to the survey and is encouraging all relevant organisations to respond.
Companies wishing to take part can access the survey through AudioUK’s official communication channels.
Questions About the Survey? Here’s the Contact Email
Businesses with questions regarding the survey or the research process have been advised to contact Frontier Economics directly via:
AudioUK has reiterated that both members and non-members are welcome to participate.
A Defining Moment for UK Audio’s Future
The launch of this study signals a significant step toward establishing podcasting and audio production as a formally recognised pillar of the UK’s creative economy.
For years, the UK podcast sector has been seen as vibrant but difficult to measure — partly due to fragmented distribution models, platform-based revenue systems, and the rise of independent creators.
Now, with DCMS actively supporting research into the sector’s size and economic value, the industry has a real opportunity to strengthen its voice in future policy conversations.
As AudioUK and Frontier Economics gather input, companies across the audio ecosystem are being urged to respond quickly, ensuring the final report reflects the true scope of the industry — from grassroots creators to major audio networks.
Key Takeaways (Quick Summary)
AudioUK is supporting a DCMS-led study into the UK podcast and audio sector
Frontier Economics has been appointed to conduct the research
The goal is to measure the true size, value, and structure of the industry
AudioUK is encouraging audio companies to complete a 10-minute survey
Responses will remain confidential and only reported in aggregated form
The deadline for participation is Tuesday, 10 February 2026
The DCMS study aims to measure the UK podcasting and audio sector’s true size, value, and economic contribution, helping shape future policy decisions.
Who is conducting the research?
The study is being conducted by Frontier Economics, appointed by DCMS.
How long does the survey take?
The survey takes approximately 10 minutes to complete.
Is survey data confidential?
Yes. Frontier Economics will handle responses confidentially and only publish results in aggregated form.
When is the deadline to participate?
The deadline is Tuesday, 10 February 2026.
Who can participate?
Companies and organisations across podcasting and wider audio services, including producers, networks, freelancers, tech providers, and advertisers.
Final Thoughts: Why UK Audio Companies Should Respond Now
The UK podcasting and audio sector is at a defining stage of its evolution. While audience numbers and advertising growth have been widely discussed, the sector still lacks the kind of hard economic data that governments rely on when shaping policy.
By participating in this survey, UK audio companies have the chance to help build an evidence-backed foundation for the industry — ensuring podcasting is properly understood, supported, and valued in the years ahead.
