The podcast market - France

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.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 19/09/2023

Summary and extracts

List of charts

• 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
• Applications with the best retention rate
• Native podcast audience
• Audience differences between replay and native podcasts
• Devices used to listen to podcasts
• Podcast listening time
• Where weekly listeners tune in
• Simultaneous activities
• Listening preference by podcast length
• Preference for podcast type
• Podcast discovery channels
• Ranking of the most downloaded podcast groups and networks
• Ranking of the most downloaded podcast brands
• Ranking of most downloaded podcasts
• Retention rate by content
• Advertising in podcasts
• Choice between paid and free podcasts
• Preferred type of advertising
• Favorite ad exposure moment
• Weekly listeners talk about the podcasts they listen to with their...