Audio advertising has proved its worth around the globe, and music streamers worldwide have grown in numbers. France kept up with the global trends of the audio market. It ranks among the
in Europe as of 2023. With both public and private investment in the field, the
stood at 73 million euros in 2022. Because of the country's most recent law regulating the work of
more tightly, French marketers might redirect their investments even more into the audio field in the future.
Traditionally relevant: radio advertising
The misconception that traditional advertising media are underperforming is not a local phenomenon. However, radio advertising spending, similarly to
TV advertising, has regained its traction and almost reached its pre-pandemic levels in 2022. Even though, according to the last official numbers, contributions to public broadcasting in France have slowly plummeted, they are still considered one of the primary sources of funding for the radio sector in the country. On the other hand, the
retail sector on the radio in France had a higher ad expenditure compared to the digital and newspaper media.
Podcasts are in, but music streaming is queen
On the digital side of things, the
podcast advertising sector generated around 38 million euros in 2022. However, that amounted to less than half of online audio's ad supreme: music. In France,
music streaming held 64 percent of the market shares, with 75.5 million euros in accumulated expenditure. Interestingly, in 2022, the
audio giant Spotify owned 24 percent of the total market shares, making it the largest advertiser in a field it already leads in terms of business anyway. The average audio ad spend per listener aligns with the ranking of audio players' popularity, which amounted to 11.09 U.S. dollars for music streamers and 9.24 U.S. dollars for podcast lovers in 2023.
From audio users to loyal consumers
Digital audio in France scored the highest attention score among consumers who were already valuing its advertising highly. According to а 2002 survey, 74 percent of French consumers
accepted digital advertisements if they enabled creators and producers to be renumerated. As of 2023, 44 percent of respondents made
digital purchases on Spotify, while over a third only made digital purchases as part of a subscription model. As of mid-2023, about two in five French consumers
preferred ad-based tiers versus 35 percent relying on subscription-based models.
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Due to varying update cycles, statistics can display more up-to-date
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