Digital audio expands beyond radio

Digital audio is evolving beyond traditional radio into a wider ecosystem that includes music streaming, podcasts, programmatic advertising, and video podcasts. This shift enables brands to use the broad reach of mass media while also targeting specific audiences with digital precision.

Listening habits shift to on-demand

French listeners are increasingly choosing what, when, and how they consume audio, using various platforms and devices. While radio still reaches nearly 67% of the population daily, the trend is moving toward on-demand content, reflecting a growing preference for flexibility and control over media consumption.

Podcasts gain popularity and brand appeal

Podcasts are a key part of this transformation, with 46% of French people listening to them monthly, a 16% increase in two years. Listeners find podcasts comforting, and many see advertising in podcasts as appropriate. Brands benefit from the individual, immersive nature of the medium, which fosters a strong connection with audiences.

Music streaming dominates audio consumption

Musical streaming is a major component of digital audio, with 59% of French people listening to music on platforms like Spotify, YouTube Music, and Deezer. Spotify leads with 34% of users, allowing brands to create targeted campaigns around themes such as lifestyle, gaming, and news, aligning with audience preferences and behaviors.

Video podcasts open new creative possibilities

Video podcasts are emerging as a significant format, with 56% of French podcast listeners also watching them. This format combines voice with visual elements and social media, offering brands new ways to engage audiences across multiple platforms and formats, enhancing the overall storytelling experience.

Investments in digital audio are rising

Digital audio is becoming a central part of media strategies, with a 23% increase in investments in 2025 compared to 2024. Brands are moving away from traditional audio advertising, seeking to integrate audio into their broader media journeys for coverage, memorability, and audience connection. The combination of mass reach, intimacy, and digital targeting makes digital audio a powerful tool for modern marketing.