The podcast appeared in the 2000s with Apple. Its name comes from the contraction of "iPod" and "Broadcast" and refers to digital and digital audio formats. In recent years, the podcast has been gaining momentum and is becoming an increasingly important channel to consider in your media plan. Many brands have already identified this potential, here is an overview of the most listened podcasts in France.

Top 20 most listened podcasts in France

This ranking is based on the data communicated by the CPMA on the podcasts certified by the latter.

Culture Générale podcast is on the top of the podium of the most listened podcasts in 2020 according to the ACPM figures. It has millions of listeners. The recipe for success? It answers in a clear and educational way in less than 4 minutes to a question we all ask ourselves. So you will better understand " Why do we kiss each other ? "or even what is "illectronics".

La Story is on the second step, the news podcast of "Les Echos". It is on a longer format than the first one, on average 20-30 minutes. Les Echos editorial team will decipher the economic and financial news. The presidential campaign, scandalous affairs, COVID-19... these columns are perfect for understanding today's world.

Finally, on the third step of this podium, we find the podcast Transfert from Slate. This podcast is a little bit like if your boyfriend, girlfriend or one of your close friends or relatives opened up their intimacy to tell you a secret, an extraordinary adventure or a life change. It's a podcast that talks about people's real lives with emotion, tenderness and kindness.

The future of podcasting in 2021, why invest in this media?

More and more brands are using this medium as a means of communication. And we understand them! It must be said that this medium has some significant advantages. First of all, it is an on-demand medium that can be listened to anywhere at any time: in transport, at home... Podcasting is often consumed during moments of relaxation, the listener is then 100% captive and attentive. The target is rather young, urban with strong purchasing power.

What advantages will you tell me! Be careful though, listeners want podcasts with high added value, in which the content must be useful, qualitative and of course authentic. Advertising messages must then blend naturally into the podcast, at the risk of losing the listener if it is too intrusive.

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