Still Laughing: Why Comedy Podcasts Still Dominate the Attention Economy

By Andrew Goldsmith, CEO of Adelicious

Comedy podcasts have long been a dominant force in the audio landscape, but far from slowing down the genre continues to evolve, deepen its connection with audiences, and deliver unmatched opportunities for brands.

One of the very first UK podcasts was a comedy show: The Ricky Gervais Show. Originally an edited, downloadable follow-up to Gervais’s XFM radio programme alongside Stephen Merchant and Karl Pilkington, it launched in 2005. By 2006, it was officially the world’s most popular podcast, averaging over 260,000 downloads a week, proof that audiences were eager for on-demand, personality-driven humour even before podcasts became mainstream.

Fast forward to today, and comedy remains the beating heart of podcasting. It is consistently ranked among the top three genres worldwide. Midas and OFCOM reports cite comedy consistently in the top 3 genres for UK listening and in the US, comedy was the third most popular category in 2023 (Triton Digital).

This cultural dominance has now earned the genre its own awards platform. This May, The Golden Lobes will be the first dedicated awards for comedy podcasts globally, a landmark moment. Created by the team behind Cheerful Earful, the world's leading festival for comedic audio, the awards recognise something other genres have yet achieved: a self-sustaining community that thrives across borders, platforms and demographics.

So, why are comedy podcasts the smartest bet for brands? The reasons are woven into the way podcasts, and comedy in particular, operate today. Podcasts aren’t standalone content anymore; they are hubs within a wider creator economy ecosystem. For advertisers, that means the ability to tap into multi-platform influence rooted in trust, not just reach. Comedians who build audiences through their shows often extend that loyalty into live tours, social media content, merchandise, books, TV opportunities and brand collaborations. In 2023, Chris and Rosie Ramsey took their podcast juggernaut Shagged.Married.Annoyed. on a phenomenally successful tour, that included them selling out Wembley Arena, and whilst their podcast show is an incredibly successful one, this was not a one-off anomaly for their show alone.

Stand-up comedians are uniquely suited to this model. They are natural storytellers, capable of holding an audience’s attention for an hour or more, a skill that translates directly to long-form audio. It's why Russell Howard, one of the UK’s best-known comedians, has been so passionate about his enjoyment of making his own podcast Five Brilliant Things. Frank Skinner, another icon of British broadcasting, has built on the loyal following he cultivated at Absolute Radio with his podcast Frank Off the Radio, deepening audience intimacy with the move rather than losing it.

Both are hosted by Adelicious, the UK’s leading independent podcast network, whose wider comedy slate also features Shagged.Married.Annoyed, Dessert Island Dicks, What the F**K Is Going On? with Mark Steel, Finn vs History and the Pickaxe network, home to comedy podcasts Hat Chat and Tri-Force. Across this roster, the results are consistent: strong audience loyalty, high engagement, and measurable brand impact.

At the core of comedy podcasting’s success is the emotional relationship between host and listener. Intimacy and in-jokes, these are the building blocks of comedy podcasts, creating spaces that feel almost familial for loyal audiences, and making them the gold standard for audience loyalty. According to Edison Research more than 40% of weekly podcast listeners here in the UK listen to comedy shows, making it the most popular genre by some margin for frequent listeners. In a world where audience attention is fragmented across platforms and algorithms, comedy podcasts offer rare consistency: a trusted voice, a loyal community, and a repeatable, scalable relationship with listeners.

Adelicious has witnessed this firsthand across its own roster, creating high-performing environments for brands seeking genuine engagement over passive impressions.

So, comedy isn’t going anywhere and neither are its audiences. Despite occasional industry scaremongering over podcast market saturation, the appetite for comedy podcasts remains robust. In uncertain times, audiences crave connection, escapism, and authenticity, exactly what comedians excel at delivering. For advertisers, comedy podcasts offer the smartest seat in the house and the laughs, along with the brand opportunities, are only getting bigger.

At the core of comedy podcasting’s success is the emotional relationship between host and listener. Intimacy and in-jokes, these are the building blocks of comedy podcasts, creating spaces that feel almost familial for loyal audiences, and making them the gold standard for audience loyalty. According to Edison Research more than 40% of weekly podcast listeners here in the UK listen to comedy shows, making it the most popular genre by some margin for frequent listeners. In a world where audience attention is fragmented across platforms and algorithms, comedy podcasts offer rare consistency: a trusted voice, a loyal community, and a repeatable, scalable relationship with listenersAdelicious has witnessed this firsthand across its own roster, creating high-performing environments for brands seeking genuine engagement over passive impressions.