AudioUK urges government to recognise podcasting in UK creative industries

AudioUK, the trade body representing audio production companies spanning radio, podcasting and audio books, has launched a campaign calling on the UK government to acknowledge and support podcasting and audio as a core component of the UK’s creative industries.

The UK podcast and audio industry has more than doubled in size over the past five years and is worth an estimated £5bn annually, AudioUK said.

Moreover, over 50% of the organisation’s members are based outside London, demonstrating how the sector creates jobs and showcases local stories and voices.

Globally, podcasting is a key UK export, with shows such as The Rest Is Politics, The Traitors: Uncloaked, Kill List and The Magnus Archives reaching billions of listeners worldwide, highlighting the industry’s international influence.

However, despite the value of the sector and its continued growth, the industry is not considered a priority, AudioUK argued. This was made clear by minimal mention of podcasting and audio within the Creative Industries Sector Plan published in June.

Podcast and audio do not receive access to tailored public funding or investment, unlike other creative sectors such as film, TV and digital games.

According to AudioUK, the sector is typically excluded from policy conversations at the Creative Industries Council.

Data around the workforce within podcast and audio was also highlighted as largely absent from national creative labour surveys.

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Call to action

AudioUK is urging the government to formally recognise podcasting and audio as part of the creative industries by including a seat for a podcasting and audio representative on the Creative Industries Council, not just at sub-group level.

The body is also advocating for the introduction of targeted support, including tax relief and a global intellectual property fund to encourage growth and investment nationally and internationally.

Additionally, AudioUK is calling for the commissioning of a workforce and economic impact study of the sector, as specified in the Creative Industries Sector Plan.

Finally, it is asking the government to consider incorporating podcasting and audio skills, exports and regional development into future strategic plans.

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Path to recognition

Chloe Straw, CEO of AudioUK, said: “While it was not a surprise to be left out as a formally recognised creative industry in the sector plan, it was still hugely frustrating — especially given the clear evidence we provided around the sector’s rapid and continuing growth and impact.

“As a sector that reaches billions of people — both in the UK and internationally — and has strong roots and economic impact across the UK, being excluded from targeted support feels like a major oversight.”

AudioUK is urging leaders from the industry to support its campaign by:

• Signing a letter and inviting colleagues to do the same
• Supporting AudioUK’s social media campaign on LinkedIn
• Sharing a case study or example of how audio has benefited their team, company or local area
• Writing a letter to their local MP using a letter template from its site

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