Title: The Rising Podcast Industry in France and Acast’s Impact
Subtitle: Acast’s Quarterly Report Highlights Podcast Advertising Revenues, Apple’s Dominance, and Top Investing Sectors
The podcast industry in France has witnessed significant growth in recent years, with a surge in listenership and increasing investments from various sectors. Acast, a leading global host, distributor, and advertising platform for over 100,000 podcasts, has released its quarterly barometer of the podcast industry in France, shedding light on key trends and developments.
According to the report, Acast has disbursed over €9 million to French podcast creators since its launch in 2019. As Acast established itself in the French podcast landscape, it actively supported creators in expanding their audiences, contributing to the remarkable growth in podcast listenership. A recent study by CSA & Havas revealed that the proportion of French citizens listening to podcasts has risen from 22% to 37% of the overall population between 2019 and 2023.
The increasing number of podcast listeners has transformed the medium into a prominent media channel, heavily reliant on advertising revenues. Acast expresses gratitude to its partners, agencies, and brands for supporting the podcast economy and the industry’s growth. The trust shown by these partners reflects their preference for an ultra-premium communication environment.
Acast remains committed to championing podcasts and their creators, emphasizing the benefits of podcast advertising, including engaged audiences, unparalleled attention quality, trusted listening experiences, and an intimate connection between listeners and podcasters.
In terms of market dominance, Apple podcast continues to strengthen its position as the leading application in France, both in terms of market share and listener retention. The top-ranking podcast applications, including Apple podcast, have maintained their positions in terms of market share and listener loyalty. Apple podcast has experienced a 0.5% increase in market share, while Castbox solidified its fourth position with a 0.5% increase.
Regarding listener retention, Apple podcast users continue to consume a growing number of episodes, averaging 7.1 episodes per month per listener, reflecting a 0.6 episode increase compared to the previous report. It will be interesting to observe the performance of Apple podcast once the ongoing iOS 17 updates are completed on the platform.
The report also highlights the sectors with the highest podcast investments and commonalities among the most monetized podcasts. The tourism sector occupies the top position, targeting an urban, mobile audience seeking experiences and discoveries. The culture and leisure sector, particularly the publishing and audiovisual industries, ranks second, capitalizing on the close relationship between podcasting and their respective domains. Additionally, the banking and insurance sector, previously in the second position, now ranks third, aligning with market trends.
Acast’s analysis reveals that the most successful podcasts benefiting from advertising investments share common characteristics. Regular publication schedules establish a synergy between consistent listenership and advertising revenues. Podcasts that cultivate strong communities on social media platforms attract loyal and engaged audiences. Finally, podcasts that feature identifiable and captivating voices create a connection between listeners and content, making advertising moments enjoyable.
The podcast industry in France is thriving, with Acast playing a pivotal role in its growth and development. As the number of listeners continues to rise and more sectors recognize the potential of podcast advertising, the industry’s future appears promising.
URL Links:
1. Acast – https://www.acast.com/
2. CSA – https://www.csa.fr/
3. Havas – https://www.havas.com/
4. Apple Podcast – https://www.apple.com/apple-podcasts/
5. Castbox – https://castbox.fm/
https://podnews.net/press-release/9-million-euros-acast