It’s time to talk (small) business—through podcasts.
When it comes to reaching decision-makers, podcasting speaks loudly—especially when those decision-makers own the business.
At Acast, we’re seeing a growing segment of small business owners who don’t just tune in regularly—they’re highly engaged, professionally influential, and open to hearing from brands during moments of genuine attention.
This audience means business
A recent study with YouGov of UK podcast listeners found more than three-quarters of small business owners who consume podcasts each week are aged 35 or older, with 51% between 35 and 54. Over half are male, and nearly one in three earns £60,000 or more annually.
They span all industries—from retail and real estate to construction, consulting, tech services, and the arts. And most importantly, they’re calling the shots. Forty-four percent say they have sole responsibility for business decisions. So if you’re advertising in their ears, you’re speaking to the person who makes things happen.
They're listening—and not just to business content
SMB owners aren't just tuning in for spreadsheets and strategy. Yes, they’re 2.3x more likely to be interested in business topics, but podcasts also offer a way to unwind, stay inspired, and sharpen their skills.
In fact, they’re 2.4 times more likely than the average listener to tune in for entertainment, and nearly 60% say they listen for education. And it doesn’t end there, they’re:
- 90% more likely to be interested in parenting
- 55% more likely to follow tech trends
- 54% more likely to engage with relationship topics
That means your brand doesn’t need to live in a “business” podcast to reach business people. Just show up where they’re already listening. Through Acast’s ad platform, you’re able to use Comscore-powered Audience Attributes to target specific audiences on an episodic-level, meaning you can reach the right audience, at the right time, in the right mindset.
Brands are already acting
In the last year alone, business-category ad spend on Acast has grown by 86%. Major brands like Lloyds Bank, BT, Sage, and Xero are using podcasting to build trust and spark conversation with small business owners across the UK.
Campaigns like Lloyds’ “High Performance” branded mini-series and Barclaycard’s Sponsored Stories to highlight issues of toxic hustle culture have demonstrated how authentic, narrative-led formats can move the needle—whether that’s shifting perceptions, driving reach, or building long-term brand affinity.
So if your brand has something to say to small business owners, there’s never been a better time—or place—to say it.
When it comes to reaching decision-makers, podcasting speaks loudly—especially when those decision-makers own the business.
At Acast, we’re seeing a growing segment of small business owners who don’t just tune in regularly—they’re highly engaged, professionally influential, and open to hearing from brands during moments of genuine attention.
This audience means business
A recent study with YouGov of UK podcast listeners found more than three-quarters of small business owners who consume podcasts each week are aged 35 or older, with 51% between 35 and 54. Over half are male, and nearly one in three earns £60,000 or more annually.
They span all industries—from retail and real estate to construction, consulting, tech services, and the arts. And most importantly, they’re calling the shots. Forty-four percent say they have sole responsibility for business decisions. So if you’re advertising in their ears, you’re speaking to the person who makes things happen.
They're listening—and not just to business content
SMB owners aren't just tuning in for spreadsheets and strategy. Yes, they’re 2.3x more likely to be interested in business topics, but podcasts also offer a way to unwind, stay inspired, and sharpen their skills.
In fact, they’re 2.4 times more likely than the average listener to tune in for entertainment, and nearly 60% say they listen for education. And it doesn’t end there, they’re:
- 90% more likely to be interested in parenting
- 55% more likely to follow tech trends
- 54% more likely to engage with relationship topics
That means your brand doesn’t need to live in a “business” podcast to reach business people. Just show up where they’re already listening. Through Acast’s ad platform, you’re able to use Comscore-powered Audience Attributes to target specific audiences on an episodic-level, meaning you can reach the right audience, at the right time, in the right mindset.
Brands are already acting
In the last year alone, business-category ad spend on Acast has grown by 86%. Major brands like Lloyds Bank, BT, Sage, and Xero are using podcasting to build trust and spark conversation with small business owners across the UK.
Campaigns like Lloyds’ “High Performance” branded mini-series and Barclaycard’s Sponsored Stories to highlight issues of toxic hustle culture have demonstrated how authentic, narrative-led formats can move the needle—whether that’s shifting perceptions, driving reach, or building long-term brand affinity.
So if your brand has something to say to small business owners, there’s never been a better time—or place—to say it.
