The Global Audio study analyses all audio usage by web users, comprising radio, original podcasts, audiobooks, music streaming and 2020’s new survey item: music played on a video platform as background music.
Audio is French people’s everyday companion
Each day, nearly 8 out of 10 web users listen to audio content, 97% of whom take part in this activity each month.
This format keeps web users company throughout the day, both at home and on the go, with two key timeslots: mornings between 6 am and 9 am (64%), and afternoons between 2 pm and 6 pm (63%).
Radio is a pillar of the audio ecosystem and attracts over 9 out of 10 web users each month and accounts for over 60% of the daily listening volume.
On top of radio, the world of audio is expanding. Music streaming is growing with 41.4% of monthly users (compared to 37.5% in 2019). Playing a song on a video platform as background music attracts a large proportion of web users: 45.8% over one month. These offers target young people : nearly half of listeners are under the age of 35.
Among the more recent audio offers, orginal* podcasts are growing steadily. 9.8% of web users listen to them each month, compared to 6.6% in 2019. 60% of listeners of original podcasts are young (under the age of 35).
Over 1 out of 4 online users listens to catch-up radio content and/or to original podcasts
26% of web users listen every month to catch-up radio content that has been previously broadcast over the air (21.2%) and/or to original podcasts (9.8%).
Today, nearly half of web users (47%) are familiar with original podcasts, with an increasing awareness amongst younger listeners: 68% of people aged under 15-24 years are familiar with this format.
93% of listeners like to take some time out to enjoy an original podcast alone; 57% like to listen on a mobile phone; and 51% like to listen at the end of the day, after 6 pm.
*original audio content not broadcast over the air, and produced by radio stations or by other producers
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