Today's Edition
AMEINAH ALZEYOUDI (ABU DHABI)
The UAE has emerged as a top market for podcast consumption, with 81% of residents listening to or watching podcasts as part of everyday routines, a new YouGov study has revealed.
Of the 13 countries analysed in the research, the UAE recorded the highest share of podcast consumers, ahead of Mexico (78%), Poland (62%), and Canada, Denmark, Hong Kong, and Spain (61%).
The UAE Podcast Advertising Report 2026 also showed that for those in UAE, podcasts have been embedded in daily life. Almost a third (31%) listen to them before or during bedtime, and 29% while commuting.
For some listeners, podcasts are also on while doing household chores (27%), eating (26%), cooking (25%), and walking (23%). Others tune in while at work (20%) or while working out (20%), the report added.
The study noted, however, that there are some key variations among listeners from different age groups.
“Older podcast consumers are more likely listen to podcasts while commuting or doing chores. Meanwhile, Gen Z and Millennial consumers more likely to do so while eating or at work,” it added.
Among the popular topics for the community are health and wellness (39%), comedy (39%) and sports (38%), followed by lifestyle (37%) and news and current affairs (36%).
The report also highlighted that UAE residents not only listen to podcasts but also engage with the content, leading to measurable ad conversions. Advertising on the medium is proving effective in influencing consumer behaviour, according to the findings.
Nearly 9 in 10 UAE media consumers (87%) have taken at least one action after hearing or seeing an ad on a podcast, radio, or streaming audio. Some search online for the product, while others visit the brand’s website or talk to someone about it, the study said.
Based on the results, podcast advertising generates interest even with the ubiquitous availability of skip functions.
“Even among UAE podcast consumers who usually skip ads, 90% have taken some kind of conversion action, including 15% who’ve made a purchase,” the report said.
The UAE was also identified as the most video-oriented podcast market among those included in the study, with 60% of consumers saying they prefer videos to audio-only formats.
“The findings from YouGov Surveys offer a clearer view of podcast advertising in the UAE, helping marketers understand not just whether ads are heard, but how podcast environments can support attention, trust and action,” said Imran Ahmed, Vice President of YouGov MENA.
