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(AFP) – The enthusiasm of the French for the so-called “native” podcast (which is not a broadcast rebroadcast) continues to grow, this new media increasingly belonging to their daily lives, according to a study made public on Sunday for the 4th edition of the Paris Podcast Festival.
Now 33% listen against 27% in 2020 and in 2019, according to this study carried out by Havas Paris and the CSA Research institute.
“The auditor’s profile has also started to evolve”, according to Julie Gaillot, director of the pole Society of the CSA Research Institute, who speaks of a “democratization” of the podcast.
Certainly, the robot portrait of the hard core of the followers (the so-called weekly auditors) remains the same: a senior executive of 33 years, living in a large metropolitan area, with children, ultra connected and large consumer of cultural goods els. But taking into account “monthly or occasional listeners, the profile is much less typical: it looks like all French people, in terms of age and profession”, notes Ms. Gaillot.
The native or original podcasts to which the Paris Podcast Festival, which takes place from Thursday to Sunday at the Gaîté Lyrique in Paris, is dedicated, are designed from the outset for online distribution, as opposed to reruns of radio programs.
Platforms, studios, media, brands, companies and institutions have invested in this new creative medium.
The enthusiasm of the French for the podcast is explained in particular by “the explosion of the increasingly diversified offer”, underlines Chloé Tavitian, director of audio narrations at HRCLS (Havas group), citing the example of AFP which produces podcasts available on Spotify, heavyweight of online music.
For regulars, “the podcast has become a real ref lexe: nearly 80% of them say that it is part of their daily life, against 74% in 2020 “, according to the study.
Notable fact: a very strong increase in youth content, “a habit probably linked to the pandemic period, during which parents preferred to listen to screens”, according to the authors.
Despite their enthusiasm, the majority of weekly listeners are not ready to pay for their listening: 63% of them prefer to have free podcasts with advertising, against 37% paying without claim.
The study was carried out online from 16 to 27 August with 1. 02 people (including a representative sample of the national population, plus a subsample of people who regularly listen to native podcasts).