Summary of our market study

The global podcast market has grown significantly and is estimated to be worth over $18 billion by 2022, with North America holding the largest market share at 39.1%. Despite this overall increase, the number of podcasts produced worldwide fell sharply by 80% between 2020 and 2022, from 1.02 million to 224,000. However, active podcasts, i.e. those with more than 10 episodes, remained stable at around 370,000. The French market mirrors global trends, with a 17-point increase in the number of podcast listeners, reaching 17.6 million by 2022. Notably, Spotify's ambitious investments in notable podcast entities have yet to yield significant results, but the multimedia giant remains a key industry player with strong potential for future growth.

Trends in the growing podcast market in France

Podcasts have caught the eye and become an important medium for the delivery of audio content, leveraging Internet platforms and varying in format from native podcasts, created specifically for online consumption, to rebroadcast podcasts, derived from previously broadcast radio programs. Despite the explosion in the value of the global market, estimated at over $15 billion, the podcast landscape has seen both growth and decline in different regions, with countries such as the USA and France seeing a decline in the number of listeners.

In France, the number of podcast listeners is significant, with almost 20 million people, representing a notable increase on the previous year. Interestingly, these podcast fans are not only quite numerous, but also highly dedicated, with a clear daily commitment to the medium. The market structure reveals that, although originally highly fragmented with a profusion of producers entering the field, recent years have shown consolidation trends, with major players emerging across the value chain.

Listeners in France correspond mainly to a distinct demographic group; they tend to be young, with the median age of native podcast listeners being around 30. They also have a high socio-economic status, often classified as executives. Interestingly, they are geographically concentrated in urban areas and mainly belong to family households with children, indicating a multi-generational engagement with podcast content.

When looking at listener habits, there is a preference for shorter podcasts, particularly those under 15 minutes in length, although there is growing interest in longer formats. The preferred time for podcast consumption is the morning, and most listeners tend to engage with podcasts via smartphones or computers, with a preference for the latter among the older population. The majority of French people prefer content rooted in reality, such as documentaries or investigative series.

The French podcast market also reflects sharing trends in consumption, where content discovery is primarily facilitated by streaming apps and social media. This indicates an integrated approach to acquiring new content, where personal recommendations and digital platforms play an important role.

Although the total number of podcasts produced may be declining, established offerings persist and public demand remains strong for quality content. The French podcast market, which remains firmly between 15 and 20 million listeners, illustrates a lasting commitment despite change, and an evolving market structure that continually adapts to listeners' behavior and preferences.

Key players shaping the market

The podcast sector has seen remarkable growth in recent years, with a diverse range of players shaping its landscape. Here's a look at the influential companies making waves in the market:

Audiovisual giants and their podcast prowess

  • Radio France: A cornerstone of the French audiovisual landscape, Radio France boasts a solid podcast output, offering on-demand replays of its extensive programming. With a rich radio history and a solid foothold in the podcast arena, Radio France continues to captivate audiences with high-quality content in a variety of genres.
  • - Arte Radio: Distinguished for its pioneering role in the creation of podcasts in France, Arte Radio has made a significant impact thanks to its vast library of episodes. Renowned for its creativity and innovation, this player brings a distinct artistic touch to the podcast world.
  • - NRJ: Known primarily for its radio programs, NRJ has skilfully extended its reach into podcasting. The group's adaptation to the on-demand audio landscape demonstrates its commitment to evolving with listener preferences and platforms.
  • - Rire et Chansons: Rire et Chansons is a unique blend of comedy and music. While their financial footprint in the industry is modest compared to others, they are carving out a niche for those who seek humor on their airwaves and in their podcasts.

Specialized podcast producers making noise

  • Binge Audio: Diving headfirst into the world of podcasts, Binge Audio has established itself as a specialist, creating compelling series and shows that resonate with audiences looking for in-depth storytelling and discussion.
  • - Louie Media: bursting onto the scene, Louie Media has quickly established a reputation for producing podcasts that captivate listeners with their storytelling skills and innovative formats, covering a variety of topics from personal narratives to societal issues.
  • - Nouvelles Écoutes : A fast-growing player in the market, Nouvelles Écoutes has made a name for itself with quality productions that combine entertainment and informative content, reflecting the themes and interests of contemporary listeners.

From producers to platforms: From producers to platforms: all-in-one players

  • - Majelan: Majelan represents the entrepreneurial spirit of the podcast industry, presenting itself as both a producer and a platform for specialized content.
  • - Spotify: The Swedish giant's aggressive foray into podcasts underscores its desire to be more than just a music streaming service. Acquisitions and partnerships with renowned creators have positioned Spotify as a formidable presence in the podcast sector.
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  • Number of pages : ~ 40 pages
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  • Last update : 01/05/2024
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Summary and extracts

1 Market overview

1.1 Definition and scope of the study

A podcast is audio content distributed via RSS (Really Simple Syndication) feeds. Podcasts can be either native, i.e. created with the intention of being a podcast in the first place, or replay, i.e. taken from a program broadcast on the radio, for example, and transformed into replay content. The word podcast comes from the contraction of the words "iPod" and "broadcast", a word coined in 2004 to refer to the rise in popularity of this type of content in the United States since the early 2000s. Podcasting arrived in France a few years later via Arte Radio, then became very popular in the 2010s with the arrival of numerous non-podcast audiovisual media in this segment, including RTL and Europe 1. Finally, in 2016, podcast studios such as Binge Audio and Louie Media began to appear.

The global podcast market is booming, with estimated sales of over $18 billion by 2022. Although the number of listeners is growing significantly around the world, due to the development of this market in new countries, particularly in South America, it is starting to decline in certain regions such as the USA and France. Indeed, the phenomenon that once enjoyed great popularity in the confines is losing its craze. The number of podcasts produced has been falling significantly for several years (-80% between 2020 and 2022), while the number of active podcasts (i.e. those containing more than 10 episodes) has remained stable.

In France, a typical profile is emerging among regular listeners of native podcasts, who are extremely loyal and embrace this booming medium. The market, which was extremely fragmented at the outset, is beginning to concentrate, and by 2023 there will be over 400 players spread across all stages of the podcast value chain. Different business models are beginning to emerge, and regulations are gradually being adapted to this medium, which has long been shrouded in legal uncertainty.

This market study includes an interview with a market player: Xavier Seux, co-founder of Echoes

1.2 A booming global market

In ****, the global podcast market was estimated at over $** billion, and is expected to grow at a CAGR of +**.*% between **** and ****.

Estimated evolution of the worldwide podcast market World, **** - ****, in $ billions Source: ****

With a market share of **.*% in ****, the North American market represented the world's leading podcast market. This market, ...

1.3 French podcast market follows global trend

In ****, **.* million French people will be listening to podcasts, representing an increase of ** percentage points on last year[***]. In addition, FM radio stations have lost *.* million listeners since ****, illustrating a shift from traditional audio consumption channels to new digital tools.

Podcast growth in France France, **** - ****, in millions Source: ****

Podcasts may ...

2 Demand analysis

2.1 Auditor profile

Listener profiles vary from one type of podcast to another.

Audience differences between replay and native podcasts France, ****, in Source: ****

The trends are opposite. While men account for almost two-thirds of the audience for replay podcasts, they represent only **% of the audience for native podcasts. With a median age of **, **% of ...

2.2 Listening preferences and behaviors

As far as podcast listening preferences and habits are concerned, there is a strong preference for the smartphone (***).

Devices used to listen to podcasts France, ****, in Source: ****

The preferred time of day for podcast listeners is the morning (***), the second most popular time.

Podcast listening times France, ****, in Source: ****

Weekly podcast ...

2.3 A successful audience, possibly driving expansion

In an increasingly brutal and stressful world, **% of French people think that everything moves too fast[***]. In this context, podcasts are particularly appreciated, as they are seen as a medium that allows people to take their time, as **% of weekly listeners of native podcasts believe. What's more, **% see them as a ...

3 Market structure

3.1 Market structure overview

While the podcast market includes many different types of player, the division of tasks and the chronology of intervention along the value chain are not strictly defined. As a result, many players are likely to be involved at different stages in the creation and distribution of podcasts. The typology of players ...

3.2 Production and distribution

Production:

French podcast producers are numerous, with many producing very few episodes. The market is dominated by Radio France, which offers replay of all its programs, achieving extraordinary performance with over a billion listens by ****. The table below summarizes the main podcast producers in France.

Producer Offer Distribution method Main productions Arte ...

3.3 Main forces at work

In August ****, the NRJ network was the leading French podcast producer group, with over * million downloads in France. Next came the Slate group (***).

Ranking of most downloaded podcast groups and networks France, August ****, in millions Source: ****

In the ranking of podcast brands recording the most downloads, we find many different types ...

3.4 Interview with Xavier Seux, co-founder of Echoes

Cantiane:Hello and welcome to vue d'ensemble, the podcast that lets you decipher market issues in ** minutes. My name is Cantiane and I'm an analyst at Businesscoot, a startup specializing in market research. Today, I'm talking to Xavier Seux, co-founder of Echoes, about the podcast market. Thank you, Xavier, for joining ...

4 Offer analysis

4.1 Offer typology

The existing range of podcasts is vast, and can be segmented according to different reading grids.

*. Native podcast vs. podcast replay

Native podcast: a native podcast is a podcast created for broadcast on platforms and via the Internet, without having been previously broadcast on the radio. There are many such ...

4.2 Podcast business models

Monetization and revenue generation are key issues in the podcast market. Today, a very large proportion of podcasts are accessible free of charge (***), and there are few directly paid podcasts. in this respect, French start-up Majelan is one of the exceptions in this landscape: Majelan offers a platform solely dedicated to ...

5 Regulations

5 Unclear regulations

The podcast sector is still largely unregulated, and the market is now facing a gradual solidification of the legal framework. However, some forms of podcasting are more regulated than others[***].

This is the case for native podcasts, as digital audio content with a still image uploaded to an online video platform. ...

6 Positioning the players

6 Player segmentation

  • Radio France
  • Arte Radio
  • Binge Audio
  • Louie Media
  • Majelan
  • Anchor Spotify
  • Cosa Vostra
  • Castbox
  • Earwolf
  • Audioboom
  • Tuneln
  • Podbean
  • Bababam
  • Nouvelles Ecoutes
  • Deezer
  • Apple
  • Google
  • Spotify
  • NRJ Group
  • Rire et Chansons (NRJ group)

List of charts presented in this market study

  • Podcasts with the highest revenue
  • Estimated evolution of the global podcast market
  • Number of podcast listeners worldwide
  • The growth of podcasting in France
  • Platforms most used by French listeners
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Latest news

Warner, a new way of remunerating musicians on its way to Deezer. - 13/11/2023
  • Deezer is implementing a new "artist-centric" remuneration model for France.
  • A second major player, Warner Music Group, is joining the movement.
  • Since October 1, streams in France by artists from Ed Sheeran's label have been counted according to this new method.
  • According to this new method, a listen counts double when it concerns artists exceeding 1,000 monthly streams with at least 500 unique listeners.
  • The Deezer platform also limits monetization to a maximum of 1,000 streams per user per month.
  • Deezer has undertaken an extensive clean-up of its 200 million-track catalog to eliminate non-musical content.
  • With the addition of Warner, two of the three majors have joined the model promoted by Deezer.
  • According to Deezer's CEO, over 50% of streams are already accounted for using this new method.
  • Changes to Spotify's remuneration model are expected in the first quarter of 2024.
Deezer returns to subscriber growth - 27/10/2023
  • Subscriber base of 9.9 million (+4.9% year-on-year)
  • Focus on markets where the company is well positioned, such as France, Germany, Mexico and Brazil
  • The French market saw a 7.3% year-on-year increase in the number of subscribers.
  • The rate of growth is lower than that of Swedish leader Spotify, which a few days ago announced a 16% year-on-year increase in the number of subscribers, to a total of 226 million.
  • Believe, the French specialist in digital distribution and services for musicians and labels, this week reported organic sales growth of +7.5% (+15.4% excluding currency impact) in the third quarter.
Deezer and Universal rethink music streaming remuneration model - 07/09/2023
  • Deezer, in collaboration with Universal Music Group, plans to launch an artist-centric streaming model, first in France in Q4 2023, followed by other markets in 2024.
  • Deezer's catalog has grown from 90 to 200 million items of content over the past two years
  • In the new model, Deezer will award a "double bonus" to artists who exceed 1,000 monthly streams with at least 500 unique listeners.
Deezer pursues its partnership strategy in Latin America - 01/09/2023
  • Deezer has extended its partnership with MercadoLibre, a Latin American e-commerce platform with over 100 million active users.
  • 5 million subscribers to MercadoLibre's Meli+ offer will have free access to Deezer for twelve months.
  • Deezer had 9.3 million subscribers in the first half, with 3.7 million acquired through partnerships.
  • Deezer's partnerships generated sales of 62.4 million euros (+8.5%) on total first-half revenues of 233.2 million euros.
  • Deezer aims to break even in 2025
Bard, Google's answer to ChatGPT - 18/07/2023
  • Google's chatbot Bard is now available in Europe and Brazil.
  • The service is now available in over 40 languages, including French, Arabic and German.
  • The service has been launched in 180 other countries (only in English, Japanese or Korean).
  • Bard is based on the analysis of billions of online texts and up-to-date news data, unlike its competitor ChatGPT, whose data ends in 2021.
Virtual reality headsets, new Macs - 05/06/2023
  • Apple plans to unveil its first virtual and augmented reality headset.
  • The headset is expected to cost $3,000
  • Apple expects to sell around 900,000 units in the first year
  • Several Mac and iPhone applications will be integrated into the headset, such as Camera, Contacts, FaceTime, Email and Messages, Maps, Notes, Music, Photos, Safari and Weather.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Radio France
Arte Radio
Binge Audio
Louie Media
Majelan
Anchor Spotify
Cosa Vostra
Castbox
Earwolf
Audioboom
Tuneln
Podbean

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