Acast, a Swedish hosting platform, leader in podcasts in France, unveils its latest barometer dedicated to native podcasts. The occasion of take the pulse of this industry on our territory. The numbers are excellent. According to Acast, the French podcast market saw a 36% increase in monthly native podcast listenings and the number of unique users also increased by 40% in the last quarter of the year 2020.
Acast unveils the native podcast barometer in France
We feel that in recent months, the podcast industry is seriously starting to structure in France. Radio France recently made a commitment to strengthen the remuneration of native podcast authors. A partnership with SACD which Sibyle Veil, CEO of Radio France, welcomes: “Sound creation has value and we want it to be valued”. This trend seems to be confirmed with the latest Acast barometer.
–
Asia: online video market exceeds $ 30 billion
–
–
Image : Acast
–
The independent Swedish platform announces a recording of nearly 15 million certified listenings of native podcasts present on its platform from October 1 to December 31, 2020. It is a very good performance and an increase which corresponds precisely to 36% compared to the previous quarter, which was otherwise already very good. Acast now has 3.8 million unique listeners per month of native podcasts. An increase of 40% compared to the third quarter of 2020.
The native podcast is the winning media of the year 2020
According to Yann Thébault, Managing Director France of Acast: “Native podcasts are more and more popular with the general public. This trend is very marked and even asserted itself in the last quarter of 2020. The native podcast is clearly the new media that is emerging as a winner in this year 2020 which has been complicated. This acceleration in listening confirms that this is a format that will be sustainable ”.
A report that comes out a few days after the publication of a study by the firm Citi which makes another observation of the industry. Analysts find that Spotify is barely making a profit despite its colossal investments in the podcast. The streaming platform has yet spent more than 800 million euros to develop its podcast offer, with the ambition of strengthening its advertising offer and attracting more premium subscribers. The platform develops the podcasts of Michelle Obama, Joe Rogan, Kim Kardashian or even those of Prince Harry and his wife, Meghan Markle. Heavy investments.
Acast also stops at the monetization of podcasts. The Swedish platform notes an increase in sponsorship. Good news for the industry when we see that advertising from the sponsorship format has increased by 15% compared to the previous quarter. Audio spots have declined but still represent more than half of podcast creators’ income. Acast is working on this very subject with Patreon to promote podcasters’ income.
–
