Podcast market in 2025: trends, audiences and KPIs for brands

In just a few years, podcasts have gone from being a complex medium to master to one that is accessible to the general public. In 2025, most companies have every interest in integrating podcasts into their digital strategy, as they can capture the attention of a new market share.

The podcast market in France is mainly geared towards a young, connected and increasingly loyal audience. You have everything to gain by investing in this communication channel, both to inform your customers and to tell them touching stories. At the heart of this audio dynamic are podcast agencies such as Calliopé, which support French brands in the creation of high-quality, coherent and engaging audio content.

In this article, discover trends, major audiences and some key performance indicators for the podcast market in France.

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Why will podcasts appeal to brands in 2025?

The main advantage of podcasts is that they hold the listener's attention over time. While video formats and web articles compete with various other forms of entertainment because they require the use of the eyes, the podcast doesn't need to burden itself with all these distractions.

When you listen to a podcast, you use only your ears. So you can easily go about your business at the same time. So you can cook, exercise, walk, drive or eat while listening to your podcast, without it interfering with your activity. Listening gives you a unique immersion experience, and all you have to do is concentrate on the voice and nothing else. This creates a relationship of familiarity and attachment with the voice.

In this way, the proximity of podcasts makes it possible to transmit knowledge in an accessible way, giving a human face to the company, while creating an intimate and lasting relationship with the audience.

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Podcast trends in 2025

Like all modern tools, podcasts evolve with the times.

A daily habit

French listeners are listening to more and more podcasts every day. The audio format is no longer perceived as a niche format, but rather as a medium in its own right. In France, all age groups listen to podcasts. However, the people most affected by this trend are those under 40. These are native podcasts, created specifically for digital listening, which attract the most attention above all because of their free, narrative tone, which captivates listeners.

Bolder formats

Brands are no longer content with short or strictly informative formats. They dare to offer immersive series, sometimes highly scripted, that tell the story of their universe, their commitments or their history. The tone becomes more personal, more heartfelt. The brand podcast is transformed into a sophisticated storytelling tool.

Want to explore this format? Visit our "All about branded podcasts" page.

A 360° content strategy

In 2025, the podcast is no longer an isolated format. It is now a natural part of a global communications ecosystem. Audio content feeds social networks, becomes video excerpts, is integrated into newsletters or transformed into articles via transcription. It becomes a lever that crosses all social and listening platforms, working to ensure company awareness and listener engagement.

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What is the profile of listeners in France and around the world?

The figures confirm the growing importance of podcasts in French listening habits. According to statistics reported by Calliopé, 57% of French people say they have already listened to audio content. Of these, 46% prefer radio podcasts, 30% opt for native podcasts, and 23% are interested in audio fiction. In the same vein, it's worth noting that 60% of native podcast listeners are under 35, a target particularly coveted by brands. Also in France, 20% of those who have never listened to a podcast intend to do so within the year.

Even internationally, podcast numbers are booming. In 2023, there were 464.7 million podcast listeners worldwide. By the end of 2024, this figure had risen to over 500 million. North America remains the continent that records the most listening hours on this format: over 40% of Internet users listen to podcasts every month. Western Europe and Latin America follow close behind, while Asia-Pacific shows a more gradual rise.

For more figures, check out the podcast figures for France and the rest of the world.

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What indicators should be tracked to assess podcast performance?

Beyond the simple number of listens, several podcast KPIs can be used to gather key information on the quality and impact of an audio broadcast.

1. Listening volumes and subscriptions

This is the basic KPI: how many people listened to each episode? How many unique listeners? The number of subscribers to your series is a good indicator of loyalty, because the more subscribers there are, the more interested they are in your program and want to be notified of the next episode.

2. Listening time

This key podcast indicator reflects real listener interest. A high listening rate (over 70%) indicates relevant, well-paced content. If, on the other hand, the listening rate is below 50%, it means that there are unnecessary, uninteresting or even boring elements that are losing the listener's interest.

3. Audience retention

How many episodes are listened to by the same user? A returning audience is the sign of an addictive and consistent podcast. This indicator allows you to analyze the evolution of the quality of your content. If the retention rate drops over time, it means that listeners are less interested in listening to you. In this case, you need to review the themes covered, the quality of the recording, the voices used and any other elements that could justify a drop in audience.

4. Qualitative feedback

Mentions on networks, recommendations, press citations or internal feedback: these signals, even if not quantified, testify to a real impact. Take the time to read the constructive opinions and try to improve with each episode.

5. Indirect conversion

Even if it doesn't sell directly, a podcast can direct your audience to your site, an offer or an event. It thus contributes to awareness and interest in your services. A high number of indirect conversions indicates that your podcast is effective.

Looking to define the right KPIs for your podcast? Find the answers in our dedicated FAQ.

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Customer case study: RTE Academy, an audio format to reinforce internal education

To complement its face-to-face training courses, RTE Academy called on Calliopé to design a series of podcasts for project teams. The aim: to provide clear, accessible audio modules to remind participants of the fundamentals of consultation. Each episode, lasting a maximum of 30 minutes, takes the form of a lively exchange between a journalist and an RTE expert, blending pedagogy and concrete cases.

The result is a flexible, engaging and autonomous format that allows employees to listen when they want, while consolidating what they've learned.

To discover other projects with our customers, click here.

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To sum up: 2025, the year podcasting becomes a brand pillar

In 2025, branded podcasts are no longer a gamble, but an undeniable fact of life. It offers a flexible, intimate and strategic communication channel, perfectly adapted to today's uses. All it takes is a high-quality audio recording to set you apart from your competitors. To realize its full potential, it's essential to understand your audience, structure your editorial strategy and track the right metrics.

Since 2019, Calliopé has been designing high value-added podcasts for brands: from editorial thinking to broadcasting, via sound creation. Our aim? To make your message resonate with those who matter.

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Want to launch your own audio series? Contact us here and discover our method and services for creating a meaningful podcast.