Podcast Consumption in France: Insights from the ACPM

Unlike the CSA Havas study, traditionally presented at the Paris Podcast Festival and focused exclusively on native podcasts, this new study by ACPM and CSA takes a broader approach.

The ACPM is a key organization in France that measures and certifies media audiences, particularly for press, digital platforms, and audio content. Meanwhile, CSA is a leading market research firm specializing in consumer behavior analysis.

Together, they provide a comprehensive snapshot of podcast consumption in France by including both radio replays and native podcasts. This dual perspective allows for a better understanding of listening habits, whether from long-established radio shows or newer, digital-only productions.

The study, conducted in November 2024 with a panel of 2,000 French adults aged 18 and over, including 900 podcast listeners, highlights promising trends for the future of podcasting in France. ✨

A Snapshot of Podcasting in France

Podcasting is now well established in the French media landscape. Today, 94% of French people have heard of podcasts, indicating high awareness. However, listening remains divided between native content and radio replays, with the latter enjoying a slightly larger audience, likely due to their connection with well-known radio programs. 👀

Two out of five French people listen to podcasts, and 64% of them tune in at least once a week. The appeal is particularly strong among 25-34-year-olds, but it decreases with age. 👴

A typical podcast listener profile emerges:

Slightly more male
Young (average age: 45)
Higher socio-economic status (CSP+)
Urban & hyper-connected

The smartphone is the preferred listening device, with varied usage patterns: some prefer headphones for an immersive experience, while others opt for speakers, depending on their environment. Listening is mostly solitary, with 88% happening at home and 60% on the go. 🏠

Regarding episode length, short formats are favored, especially those under 15 minutes, which account for 53% of the content consumed. An interesting trend emerges: the older the listener, the more they tend to prefer longer formats. 🎬

Opportunities and Growth Potential

Despite podcasting’s growth, 56% of French people have yet to adopt it. This isn’t due to a lack of interest, but rather a lack of habit—many simply don’t think about listening to podcasts or don’t know how to get started. 🤔

For radio podcast fans, replay listening feels like a natural extension of live broadcasts. 70% of them listen both live and on replay, while 30% rely exclusively on replays, especially among younger audiences. 📻

Curiosity also plays a key role:

56% of listeners regularly discover new podcasts
Recommendations are crucial but also social media, radio, and podcast platforms being major discovery sources 🙉

The most popular topics reflect a diverse range of interests, with general culture, news, history, music, and comedy/entertainment ranking at the top. 🧠

Monetization and Branded Podcasts

Podcast ads are generally well received. Most listeners prefer free content with ads over a paid, ad-free model. 👂

Regarding ad formats, most listeners have no strong preference between host-read ads and traditional commercial spots. However, younger audiences prefer host-read ads, as they feel more authentic. Ads placed at the beginning or end of an episode are better tolerated, while mid-roll ads tend to be less popular. 🎙️

Branded podcasts are gaining traction, with 58% of listeners expressing interest, particularly younger demographics. To capture their attention, brands should focus on causes they support rather than direct self-promotion.

Notably, 76% of listeners believe podcasts are an excellent communication tool, considering them more engaging, innovative, and transparent than other formats. 😎

Listening Trends and Future Outlook

A new wave of listeners is emerging: 32% have started listening within the past year. The momentum doesn’t seem to be slowing down, as one-third of listeners plan to increase their consumption, especially among younger audiences.

However, 41% of listeners—primarily those over 50—intend to maintain their current listening habits. 🏃

Conclusion

The ACPM X CSA study paints an optimistic picture of the future of podcasting in France. Nearly 44% of French people already listen to podcasts, with a constantly evolving audience and a balance between radio replays and native podcasts.

The variety of topics and positive perception of branded podcasts further enhance the appeal of this format, which is gradually establishing itself as an essential communication channel. With such strong momentum, podcasting has a bright future ahead. 📈