Initially a global phenomenon, it did not take long for podcasts to reach the borders of Europe. France is the latest victim, where many listeners say they have succumbed to this brand new trend. In 2019, 32 percent of French respondents claimed that they occasionally enjoyed podcasts, while 11 percent stated that they enjoyed them on a regular basis. The previous year, the Binge Audio podcast topped the list of most listened to podcasts by number of views, followed by Frenchspin and Nouvelle Ecole.
The flexibility offered by this new medium has appealed to all types of consumers and lifestyles. Indeed, 38 percent of podcast consumers were aged between 35 and 49, while 15 percent of 15 to 24-year-old-respondents said they listened to podcasts. Smartphones are by far the most popular device used by listeners, followed by laptops and tablets. This comes as no surprise when considering that many consumers take advantage of public transport or other daily commutes to listen to their favorite podcasts. Interests are as varied as consumer profiles and the topics listened to by the French ranged from general news to culture (music, cinema, fashion), as well as societal trends and science.
However, podcasts are not always the prerogative of individuals or popularization. Indeed, a new type of podcasts has been popularized with the emergence of branded podcasts, i.e. podcasts created for and by companies. It is not surprising that the high level of engagement generated by listening to podcasts didn’t go unnoticed by companies - used wisely, a branded podcast can be a very valuable asset in terms of brand building, even more powerful than a simple advertisement. As of June 2019, 37 new branded podcasts were indeed accounted for, which is almost as much as the whole previous year. As the podcasting industry is still young, there is no doubt that the coming years will witness its evolution and adaptability to an increasingly demanding and eager audience.