法國(guó)播客消費(fèi)市場(chǎng)調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

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TRENDSPodcastconsumptioninFranceCHAPTER

01OverviewShareofpodcastlistenersamonginternetusersinselectedcountriesandregionsworldwide2022-2026,bycountryPodcastlistenersworldwide2022-2026,bycountry2022202320242025202650%45%40%35%30%25%20%15%10%5%46.3%45.2%43.8%42.4%40.8%32.8%31.9%30.9%29.8%32.4%31.4%30.3%28.4%26.7%28.1%16.5%15.9%15.2%14.4%16.6%14.6%12.9%11.3%9.9%16%15.4%14.8%14%13.3%12.9%0%NorthAmericaWesternEuropeLatinAmericaSouthKoreaJapanChina3Description:AccordingtoastudyfromAugust2022onpodcastconsumptionworldwide,40.8percentofinternetusersinNorthAmericalistenedtoapodcastatleastonceamonth.Incomparison,podcastconsumptioninWesternEuropewasslightlylowerwith28.1percentduringthesameperiod.Overall,theshareofpodcastsconsumersamonginternetusersistoincreasefurtheruntil2026.ReadmoreNote(s):Worldwide;August2022;amonginternetusersofanyagewholistentoapodcastviadigitalstreamordirectdownloadonanydeviceatleastoncepermonthSource(s):eMarketerShareofpeoplewholistenedtoapodcastinthelastmonthinselectedmarketsworldwide2021,bycountryShareofmonthlypodcastlistenersinselectedmarketsworldwide2021,bycountryShareofrespondents25%0%5%10%15%20%30%35%40%45%50%55%SouthKoreaIreland49%41%SpainUnitedStatesNorwaySwedenSwitzerlandCanada38%37%37%36%35%33%32%31%31%AustriaAustraliaItalyFinlandArgentina29%29%4Description:Accordingtoastudyfrom2021,podcastswereespeciallypopularinSouthKorea,where49percentofrespondentsstatedthattheyhadlistenedtoapodcastinthelastmonth.Amongtheselectedmarkets,podcastsweretheleastpopularintheUnitedKingdom,withonly22percentofsurveyedpeoplesayingthattheyhadlistenedtoapodcastwithinthemonthpriortothestudy.ReadmoreNote(s):Worldwide;endofJanuarytobeginningofFebruary,2021;*;18yearsandolder;*Samplesizevariedamongthecountries:Argentina:2,007;Australia:2,034;Austria:2,000:;Belgium:2,008;Canada:2,036;Chile:2,009;Denmark:2,005;[...]

ReadmoreSource(s):ReutersInstitutefortheStudyofJournalism;SpeechKit;YouGovReasonswhypeopledonotconsumepodcastsintheUnitesStatesandEuropein2021ReasonsfornotlisteningtopodcastsintheU.S.andEurope2021ShareofrespondentsEurope0%UnitedStates5%10%15%20%20%25%IdonothaveenoughtimeIdonotreallyknowwhatapodcastis20%17%9%19%18%PodcastsdonotprovidemeanythingIcannotalreadyfindelsewhereIdonotwanttohavetolistenviaamobilephone/headphonesIdonotknowhoworwheretofindpodcasts14%12%12%10%10%8%8%TherearesomanypodcastsIdonotknowwheretostartPodcastsaretoolong9%6%TherearenotanypodcaststhatcovertopicsIaminterestedin8%5Description:Astudyfrom2021foundthatpeoplewhohavenotlistenedtoapodcastinthelastmonthdidsoduetothelackoftime.InbothEuropeandtheUnitedStates,20percentofrespondentssaidthattheydidnothaveenoughtimetoconsumeoneormorepodcasts.However,intheU.S.onlyninepercentofrespondentsstatedthattheydidnotreallyknowwhatpodcastswerewhileinEurope,17percentsaidthesame.

ReadmoreNote(s):Europe,UnitedStates;endofJanuarytobeginningofFebruary,2021;U.S.:1,248;Europe:30,234;18yearsandolder;amongpeoplewhohavenotlistenedtoapodcastinthelastmonthSource(s):ReutersInstitutefortheStudyofJournalism;YouGovWaysinwhichpeoplediscovernewpodcastsintheUnitesStatesandEuropein2021WayofpodcastdiscoveryintheU.S.andEurope2021ShareofrespondentsEurope0%UnitedStates5%10%15%20%25%30%35%32%40%45%Recommendationsfromfriends/family/workcolleaguesSearchingtheinternet37%39%27%27%25%RecommendationsoradvertisementsviasocialmediaRecommendationsviamyusualpodcastapp(e.g.ApplePodcasts,Spotify,BBCSoundetc.)20%24%17%RecommendationsoradvertisementsonotherpodcastsPromotionsforpodcastsviaradioorTV21%15%17%14%12%Recommendationsinnewspapers/magazines6Description:Accordingtoastudyfrom2021,peoplehaddifferentwaysofdiscoveringnewpodcasts.ThemostpopularwayintheUnitedStateswasfindingnewpodcaststhroughtherecommendationsfromfriends,family,andworkcolleagueswith37percentofsurveyedpeopleusingthismethod.InEurope,however,mostpeople,namely39percentofrespondents,searchedtheinternettofindnewpodcasts.

ReadmoreNote(s):Europe,UnitedStates;endofJanuarytobeginningofFebruary,2021;U.S.:753;Europe:18,180;18yearsandolder;amongthosewholistenedtoapodcastinthelastmonthSource(s):ReutersInstitutefortheStudyofJournalism;YouGovCHAPTER

02PodcastsPodcastswiththehighestnumberofdownloadsinFranceasofJanuary2023MostdownloadedpodcastsinFrance2023Numberofdownloads400,000

600,0000200,000800,0001,000,0001,200,0001,400,0001,600,000Lesactusdujour-HugoDécrypteManudansle6/10:Lebest-ofTransfert1,419,1791,273,4381,101,938Métamorphose,éveilletaconscience!C'Cauet1,017,923891,134Crimes.HistoiresVraiesMontreuxComedyEditionAudioBliss-Stories797,793770,668792,945LaStory617,700L'appeltropcon634,901620,891CodesourceSomnifère,lepodcastpours'endormirLescouillessurlatable512,031391,1128Description:PodcastsareslowlybutsurelybecomingpartofFrenchconsumers'routinewhenitcomestolisteningtoradiocontent.Mirroringtheboomofonlineradio,podcastsofferacustomizedexperiencetothelisteneraswellasgreatadaptabilityandmobility.Thepodcast"Lesactusdujour-HugoDécrypte"accountedforthehighestnumberofdownloadsinFranceasofJanuary2023withmorethan1.4milliondownloadedepisodes.

ReadmoreNote(s):France;asofJanuary2023Source(s):ACPMPodcastbrandswiththehighestnumberofdownloadsinFranceinJanuary2023MostdownloadedpodcastbrandsinFrance2023Numberofdownloads1,000,000

1,500,0000500,0002,000,0002,500,0003,000,0002,713,453NRJStudioMinuitBingeAudio1,485,6121,373,3201,440,0021,430,812SlateHugoDecrypteRireetChansonsMétamorphoseLouieMedia1,121,9261,017,923807,178830,331770,668LeParisienMontreuxComedy9Description:PodcastsareslowlybutsurelybecomingpartofFrenchconsumers'routinewhenitcomestolisteningtoradiocontent.Mirroringtheboomofonlineradio,podcastsofferacustomizedexperiencetothelisteneraswellasgreatadaptabilityandmobility.Thepodcastbrand'NRJ'accountedforthehighestnumberofdownloadsinFranceasofJanuary2023withmorethan2.7millionepisodesdownloaded.ReadmoreNote(s):France;January2023Source(s):ACPMRankingofpodcastsreleasedinFranceinApril2023,bynumberofepisodesPodcastswiththehighestnumberofepisodesinFrance2023Numberofepisodes01,0002,0003,0004,0005,0006,0007,000C'CauetManudansle6/10:Lebest-ofL'HoroscopedeChérieFML'HoroscopeNRJ6,4096,2014,3172,780LeRéveilChérie1,9061,785Nostalgie-Philippe&SandyNRJRadioStream1,675Marceaurefaitl'info1,3171,273L'appeltropconInfos,MétéoetTraficdeNostalgieParisMIKLsurNRJ-LeBestOfProgrammeB1,1981,093999987LaStory10Description:PodcastsareslowlybutsurelybecomingpartofFrenchconsumers'routinewhenitcomestolisteningtoradiocontent.Mirroringtheboomofonlineradio,podcastsofferacustomizedexperiencetothelisteneraswellasgreatadaptabilityandmobility.Thepodcast'C'Cauet'accountedforthehighestnumberofreleasedepisodesinFranceasofApril2023withatotalof6,409episodes.ReadmoreNote(s):France;April2023Source(s):ACPMRankingoffavoritepodcastgenresinFranceinJuly2022Mostlistened-topodcasttopicsinFrance2022Shareofrespondents0%5%10%15%20%25%30%35%40%45%NewsMusic40%38%ComedyTruecrime26%26%History/mythologyHobbies24%23%22%22%21%LifestyleTelevisionandcinemaHealthandfitnessSocietyandcultureSport18%18%Education17%16%Science11Description:AccordingtoastudyconductedinFranceinJuly2022,40percentofpodcastlistenersconsumednewspodcasts,makingitthemost-listenedtopodcastgenre.Music-relatedpodcastscameinsecondpositionwith38percentofrespondents.

ReadmoreNote(s):France;July5to13,2022;571respondentsSource(s):Iligo;OffremediaSelectedaudiocontenttypeslistenedtoinFrancein2023ShareofpeoplewholistenedtoaudiocontentinFrance2023,bytype50%46%45%40%35%30%25%20%15%10%5%31%30%23%0%RadiopodcastsAudiobooksWebpodcasts*Audiodramas12Description:In2023,46percentofFrenchpeoplehavelistenedtoaradiopodcastoverthepast12months,makingitthemostlistenedtotypeofaudiocontent.Aroundathirdofrespondentshaveenjoyedatleastoneepisodeofaudiodramaoroneaudiobookthatsameyear.ReadmoreNote(s):France;March1to6,2023;3,079respondents;15yearsandolder;*Awebpodcastisadigitalaudioprogramspecificallycreatedfordigitalbroadcastingoutsidethecontextofaradioprogram.

ReadmoreSource(s):Audible;OpinionWayAveragelengthofwebpodcastslistenedtoinFranceasofAugust2023LengthofpodcastslistenedtobyFrenchlisteners202340%34%35%30%25%20%15%10%5%29%27%19%12%9%0%Lessthan5minutes5to10minutes10to15minutes15to30minutes30to60minutesLongerthananhour13/statistics/1274078/podcast-average-length-listening-franceDuringasurveyconductedinFranceinAugust2023,29percentofrespondentssaidtheywerelisteningto10-to-15-minutelongpodcasts.Intotal,morethanhalfof50percentofpodcastconsumerslistenedtopodcastslongerthan15minutes.

ReadmoreNote(s):France;August11to24,2023;1,018respondents;18-64years;monthlylistenersSource(s):CSAResearch;Ga?téLyrique;HavasParisCHAPTER

03ConsumptionhabitsRankingofthemost-usedapplicationstolistentopodcastsinFrancein2023MostpopularappstolistentopodcastsinFrance202345%39.4%40%35%30%25%20%15%10%5%30.2%10.1%8.9%8%3.4%0%ApplePodcastsSpotifyDeezerCastboxPlayersembedOther15Description:ThepodcastmarketisexperiencinganunprecedentedboominFrance,aswellasallaroundtheworld.Thisnewwayofconsumingaudiocontentkeepsattractingnewlistenersthankstothemobilityandadaptabilityitoffers.ApplePodcastswasthemostpopularapplicationwhenitcomestolisteningtopodcasts,whereastheFrenchapplicationDeezerwasusedby8.9percentofrespondentsinFrancein2023.

ReadmoreNote(s):France;JulytoSeptember,2023Source(s):Acast;PodmustBreakdownofdailylisteningtimeofaudiocontentinFranceasofFebruary2022,bytypeAudiocontentwithhighestdailylisteningtimeinFrance2022,bytypeRadioon-demand4%Webpodcasts(radioexluded)2%Audiobooks1%Musicvideostreaminginthebackground10%Personalmusic11%Liveradio52%Musicstreaming(audio)20%16Description:AudiocontentispartoftheroutineofmanyFrenchpeople.AccordingtoasurveyofFrenchinternetusers,82.3percentofthemindeedlistenedtoaudiocontenteveryday.In2022,morethanhalfofthislisteningvolumewasdedicatedtoliveradio,makingitthemostlistened-totypeofaudiocontentamongFrenchlisteners.ReadmoreNote(s):France;February2022;4,074respondents;15yearsandolder;internetusersSource(s):LeBlogduModérateur;MédiamétrieFrequencyofpodcastlisteninginFrancefrom2019to2023PodcastlisteningfrequencyinFrance2019-20232019202020212022202340%35%30%25%20%15%10%5%37%33%32%29%26%23%22%21%20%15%14%14%13%12%9%0%WeeklylistenersMonthlylistenersTotalpodcastlisteners17Description:PodcastsaremorepopularthaneverinFrance,aswellasallaroundtheglobe.While22percentofrespondentslistenedtopodcastsin2019,thatnumberjumpedto37percentin2023.Thatsameyear,15percentofpodcastconsumerslistenedtopodcastsweekly.ReadmoreNote(s):France;2019to2023;1,018respondents;18-64yearsSource(s):CSAResearch;Ga?téLyrique;HavasParisNumberofuniquemonthlypodcastlistenersinFrancebetween2019and2021,byquarter(inmillions)NumberofmonthlypodcastslistenersinFrance2019-2021,byquarter5.04.54.03.53.04.44.443.82.72.52.12.01.51.01.811.4October8,2019to

January1toMarch

April1toJune30,

July1toSeptemberJanuary8,2020

31,2020

2020

30,2020October1toDecember31,2020January1toMarch

April1toJune31,

July1toSeptember30,2021

2021

30,202118Description:ThepodcastmarketisexperiencinganunprecedentedboominFrance,aswellasallaroundtheworld.Thisnewwayofconsumingaudiocontentkeepsattractingnewlistenersthankstothemobilityandadaptabilityitoffers.While1.4millionconsumersenjoyedpodcastsatthebeginningof2020,thatnumberhasgoneupbythreemillionsasofSeptember2021.ReadmoreNote(s):France;2019to2021Source(s):Acast;PodmustBreakdownofpodcastlistenersinFranceasofAugust2023,bynumberofpodcastsconsumedNumberofpodcastslistenedtobyFrenchconsumersin2023Morethan106%6to1010%1to340%4to544%19/statistics/1273245/breakdown-number-of-podcasts-listened-to-franceAlmosthalfofFrenchpodcastlistenerslistenedtofourtofivedifferentpodcastsin2023,whereassixpercentofrespondentsconsumedmorethantendifferentpodcasts.Thatsameyear,40percentofthemlistentoonetothreepodcastsregularly.

ReadmoreNote(s):France;August11to24,2023;1,018respondents;18-64yearsSource(s):CSAResearch;Ga?téLyrique;HavasParisChannelsthroughwhichconsumersdiscovernewpodcastsinFrancein2023ConsumersfindingwebpodcasttopicsthroughvariouschannelsinFrance2023Shareoflisteners5%

10%0%15%20%25%30%35%40%45%42%RecommendationsonsocialmediaPodcastormusicstreamingapps40%Word-of-mouth,recommendationsfromyourfamilyandfriendsPromotionalmessagesinotherpodcastsyoualreadylistentoProducersorstudiosyoualreadylistento37%24%22%Mediaspecializedinpodcastiing22%Traditionalmedia(TV,newspapers,radio)20%20Description:In2023,42percentofFrenchpodcastlistenersreporteddiscoveringnewwebpodcastsusuallyviasocialmedia.Aboutthesamesharelearnedaboutnewpodcaststhroughpodcastormusicstreamingapps.

ReadmoreNote(s):France;August11-24,2023;1,018respondents;18-64yearsSource(s):CSAResearch;Ga?téLyrique;HavasParisShareofFrenchyouthhavinglistenedtopodcastsasofMarch2022PenetrationrateofpodcastsamongFrenchyouthinMarch2022Ididn'tknowitwaspossible6%Yes,several29%No51%Yes,butonlyone14%21Description:Inthebeginningof2022,the"Centrenationaldulivre"(CNL)launchedasurverytoexaminethereadinghabitsoftheyouthinFranceandtohaveabetterunderstandingoftheirreadingmotivationortheirlackofit.Inthiscontext,therespondentsofthesurveywereaskedwhetherornottheyhaveeverlistenedtoapodcast.Accordingtothesource,ashareof43percentoftheFrenchyouthstatedtohavelistenedtoatleastonepodcastsofar-thehighestsharecomparedtothoseofdigital[...]

ReadmoreNote(s):France;January27toFebruary6,2022;1,500respondents;7-25yearsSource(s):CNL;IpsosCHAPTER

04AdvertisingPodcastadvertisingspendinginFrancein2020and2021(inmillioneuros)PodcastadspendinFrance2020-202176654321032020202123Description:In2021,podcastadvertisingexpenditurestoodatsixmillioneurosinFrance,havingdoubledcomparedtothefiguresreportedayearearlier.European2021podcastadspendwasestimatedat92millioneuros.

ReadmoreNote(s):France;2020and2021Source(s):LeBlogduModérateur;OliverWyman;SRI-LesRégiesInternet;UDECAMPodcastadvertisingspendinginEuropefrom2018to2023(inmillioneuros)PodcastadspendinginEurope2018-2023250200150100207.2144.691.9645038.622.70201820192020*2021*2022*2023*24Description:InEurope,thevalueofadvertisinginvestmentsinthepodcastformatisexpectedtoreach207.2millioneurosin2023.Thiswouldbeamassiveincreasecomparedtotheadspendof2019,amountingto38.6millioneuros.

ReadmoreNote(s):Europe;2019;*ForecastReadmoreSource(s):IABEuropeSelecteddataonpodcastadvertisingperceptionamonglistenersinFranceasofJuly2022PodcastadvertisingperceptioninFrance2022Respondents

who..Share

ofrespondents...consideradvertisingacceptableifitallowsthemtolistentocontentforfree...acceptadvertisingtoenablecontentcreators/producerstoberemunerated77%74%70%...acceptadvertisingtoenablecontentplatforms/distributorstoofferalowersubscriptionprice25Description:AccordingtotheresultsofasurveyconductedinJuly2022inFrance,77percentofpodcastlistenersconsideredadvertisingacceptableaslongasitallowedthemtolistentotheircontentforfree.Ontheotherhand,74percentofrespondentssaidthattheyacceptedadvertisingasitremuneratescontentcreators/producers.ReadmoreNote(s):France;July5to13,2022;571respondentsSource(s):Iligo;OffremediaNumberofonlineradioandmusicadvertisersinFrancefrom2019to2022NumberofonlineradioandmusicadvertisersinFrance2019-20229008007006005004003008504402001000407328201920202021202226Description:ThenumberofonlineradioandmusicadvertisersinFrancegrewfrom2017andreached850advertisersbetweenJanuaryandSeptember2022.That'sabouttwiceasmuchasthevaluerecordedthepreviousyear.

ReadmoreNote(s):France;2019to2022Source(s):Altice;Deezer;Lagardère;M6(M6Publicité);NRJGroup;Spotify;TargetSpotCHAPTER

05OnlineradioRankingofthemostlistenedtodigitalradiostationsinFranceinJune2023,bynumberofplaysLeadingdigitalradiostationsrankedbyreachinFrance2023Numberofactiveplays05,000,00010,000,00015,000,00020,000,00025,000,00030,000,00035,000,000FranceInterRMC30,447,15822,356,08217,258,47216,296,64212,201,9338,506,3265,469,289franceinfoRTLNRJNostalgieChérieFMFip5,289,5624,948,3394,902,990SkyrockFranceCultureRTL23,397,959RadioClassique

2,833,86428Description:InJune2023,FranceIntertoppedthelistwithmorethan30millionplays,followedbyRMCandFranceInfowithrespectivelyaround22and17millionplays.ReadmoreNote(s):France;June2023Source(s):ACPMRankingofthemostlistenedtodigitalradiogroupsandnetworksinFranceinJune2023,bynumberofplaysLeadingdigitalradiogroupsrankedbyreachinFrance2023Numberofactiveplays010,000,00020,000,00030,000,00040,000,00050,000,00060,000,00070,000,00080,000,000GroupeRadioFrance(Radio)GroupeNRJGroupementLesIndésRadiosGroupeAlticeMediaGroupeRTLGroupeEspaceGroupGroupe1981GroupeLaMaisonFGGroupeHPIGroupeRosselRadioGroupeRadioPublicSantéGroupeRadioScoop29Description:InJune2023,theRadioFranceGrouptoppedthelistwith69.45millionplays,followedbytheNRJGroupandLesIndésRadioswithrespectivelyarou