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Podcast Listening Study

26/04/2018

More than 8 out of 10 downloaded podcasts are listened to each month in France

Each month, on average, 8.5% of internet users listen to radio podcasts, representing an audience of four million. 81% of downloaded podcasts are listened to. These were the key findings of Médiamétrie's new radio podcast listening study, conducted with podcast consumers listening to the study’s subscriber stations*.

Radio podcasts are radio programmes or reviews that are available for download individually or via a subscription once they have been aired.

 

  • 4 million people listen to radio podcasts each month

Each month, on average, 8.5% of internet users listen to radio podcasts, representing an audience of four million.

In comparison to web users as a whole, the profile of a podcast consumer is more likely to be male (54% of podcast consumers are men vs. 50% of web users), and 56% are aged 25-49 (vs. 41% of web users). Furthermore, individuals from Upper SPG categories and Parisians are generally over-represented among podcast consumers: 49% vs. 30% and 25% vs. 18% of online users respectively.

 

  • More than 8 out of 10 downloaded podcasts are listened to each month

Nearly a quarter of podcast consumers have taken up listening to podcasts recently, a sign that there is real momentum in this market.

On average, podcast consumers download 16.9 podcasts each month. They then listen to more than 4/5th of these (13.7 podcasts), representing a high conversion rate of 81%.

Moreover, in almost 40% of cases, radio podcasts are listened to within 48 hours of their original broadcast.

In almost all cases (94%), users listen to at least half of the downloaded podcast. In a large majority of cases (58%), podcast consumers listen to the entire podcast.

Finally, the main motivations for listening to podcasts are: the freedom to choose what you want to listen to, and when you want to listen to it.

 

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Your contacts :
Benoit DAVID
Benoit DAVID
Attaché de Presse
Office : 01 71 09 93 18
bdavid@mediametrie.fr
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