Pub, subscription or “tip”? The monetization of podcasts is gaining ground in France

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(AFP) – Is monetization the future of podcasting? While in the United States several platforms have taken the plunge, things are accelerating in France where the craze for this new media does not weaken, signaling the end of all free.

Monetization? “We have thought about it a lot and we think that it could be put in place by the end of the year 2020 or beginning 2022 “, Claire Hazan, director of Spotify studios in France and Benelux, told AFP in mid-September.

Concretely, the Creators of podcasts, broadcast so far free on the Swedish platform, will be able to: offer a paid subscription – which will be added to the subscription to the platform – or resort to advertising.

A model that the platform, the world leader in music streaming, has already set up in the United States, where it has undertaken not to receive any commission until 2023. At the end of this date, she will charge a commission which will not exceed 5%, she indicates.

Asked by AFP, the French Deezer explains “studying different ways to monetize content to continue to deliver more value to rights holders, creators and the industry.” And to specify that no scenario (advertisement, subscription …) is, “for the moment, decided”.

– “Democratization” –

On the side of the firm at the apple, paid podcasts have been a reality since June. In France as elsewhere. The subscriptions, which are made at prices set by the content creators, give access to exclusive episodes, previews or programs without advertising.

On these subscriptions , Apple takes a commission of 29%. A portion which will increase to 14% after one year of subscription.

If monetization seems to have taken place, it is because the French enthusiasm for podcasts is not waning. According to the Paris Podcast Festival study – which is held from 12 to 17 October – more and more French people are listening to it (33% in 2021 against 17% in 2020).

There is “a real democratization of the podcast” which has managed to “become anchored in habits of the French “, observes Nina Cohen, deputy director of the Festival.

One question remains: will users be ready to take out a second subscription (in addition to the subscription to the platform) to listen to a podcast? The same survey shows that no, the free model with advertising is much preferred (63%) over a model with subscription but without advertising (37%).

“There are people who have the impression of already paying because they listen to podcasts via platforms on which they can already have subscriptions “, analysis with AFP Chloé Tavitian, director of audio narrations at HRCLS (Havas group).

” He There may not yet have been the podcast where we say to ourselves: + here I would like to subscribe + “, she continues.

– Advertising market –

The other idea related to monetization would be to further develop a “tip” system using tools like Patreon or Tipeee. System that has proven itself among YouTubers.

The principle is simple, explains Julie Gaillot, director of the Society pole (which brings together opinion and social trends expertise, editor’s note) from the CSA research institute: “listeners choose to give the content creator of their choice one, two, or even ten euros, in exchange for access to its content.”

For its part, Spotify launched the first audio advertising marketplace. It allows advertisers to purchase advertising space to connect with digital audio consumers, and more specifically podcast listeners.

Announced in February, the network today hui exists in the United States, United Kingdom, Australia and Canada. No date is scheduled for his arrival in France.

On the side of institutions, which are witnessing the boom in the market, the Ministry of Culture announced at the beginning of September an envelope of 500. 00 0 euros to help authors finance the writing of their podcasts and their radio creations, via a call for projects.

The amount, although symbolic, represents however a first step for the economy of the podcast.

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