The emerging ‘native’ podcast market in France

Olivier Thuillas and Louis Wiart

ULB Institutional Repository from ULB -- Universite Libre de Bruxelles

Abstract: The French podcast sector has seen strong growth since the early 2010s, but this has been primarily driven by the catch-up content offered by the major actors in the radio sector. This article analyses the emergence of independent studios producing podcasts independently of radio broadcast, known in France as ‘native’ podcasts. Drawing on eighteen interviews with the main actors in the sector, we show how they are adopting different strategies and editorial lines. The native podcasting business model has not yet stabilized and is still largely based on producing branded content for third parties and monetization of content through advertising.

Keywords: business model; strategy; audio content; consumption; monetization; production; podcasts studio (search for similar items in EconPapers)
Date: 2025-05-26
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Published in: The radio journal (2025) v.23 n° 1,p.43-58

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Persistent link: https://EconPapers.repec.org/RePEc:ulb:ulbeco:2013/391053

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