Podcast Listening” Study More Than 8 out of 10 Downloaded Podcasts Are Listened to Each Month in France

PRESS RELEASE

Levallois, 10 May 2018

“Podcast Listening” Study 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.

Who are the podcast consumers?

54% 49% 46% 42% 38% 33% 29% 27% 24% 25% 18% 15% years working - 49 34 years 34 24 years 24 - - Male Female South Non population 35 50 50 years old over and Upper SPG categories Lower SPG categories North 25 15 - Paris Region Source: Médiamétrie – Podcast Listening – Copyright Médiamétrie – All rights reserved

* Europe 1, FIP, France Bleu, France Culture, France Info, France Inter, France Musique, Fun Radio, Mouv’, RFM, RMC, RTL, RTL2, Virgin Radio.

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.

Podcast conversion rate

16.9 PODCASTS DOWNLOADED OVER THE MONTH 13.7 PODCASTS LISTENED TO OVER THE MONTH 81% OF DOWNLOADED PODCASTS ARE LISTENED TO ON AVERAGE OVER A MONTH

When do users listen to podcasts?

Le jour même de la diffusion 16% The same day as the broadcast 39%

Le lendemain de sa diffusion 23% The day after the broadcast

Entre 48h et une semaine après sa diffusion 39% 48 hours - 1 week after the broadcast

Plus tard 16% At a later date

Podcast Listening

Methodology The study was carried out online from February 15th -28th , 2018 among a sample of web users aged 15 years and over who were representative of the population in terms of socio- demographic criteria (gender, age, individual socio-professional category and UDA Advertisers Union). From this base, we interviewed 1,152 of “Last Month's” podcast consumers of the stations included in the survey. The stations included in the survey are: Europe 1, FIP, France Bleu, France Culture, France Info, France Inter, France Musique, Fun Radio, Mouv’, RFM, RMC, RTL, RTL2, Virgin Radio.

About Médiamétrie

The French industry leader in media research, Médiamétrie monitors, measures and analyses audience behaviour and market trends. Created in 1985, Médiamétrie is operating in television, radio, internet, cinema, mobile phones, tablets and the cross-media sector in France and abroad. Médiamétrie generated a turnover of €93 million in 2017.

www.mediametrie.fr Twitter: @Mediametrie Facebook: Médiamétrie

Press Contacts: Isabelle Lellouche Filliau Benoit David Tel: +33 (0)147 589 726 Tel: +33 (0)1 71 09 93 18 [email protected] [email protected]