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.
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 ...
2.1 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 ...
3.1 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
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 ...
4.1 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 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. ...
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