{"id":81232,"date":"2025-10-09T18:02:26","date_gmt":"2025-10-09T16:02:26","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=81232"},"modified":"2025-10-10T09:53:56","modified_gmt":"2025-10-10T07:53:56","slug":"podcast-nouvel-eldorado-des-annonceurs","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/podcast-nouvel-eldorado-des-annonceurs\/","title":{"rendered":"Le podcast : nouvel eldorado des annonceurs ?"},"content":{"rendered":"<h5>Pour la 2e ann\u00e9e, iligo dresse le panorama des usages audio et un format s\u2019inscrit dans une approche plus intime et plus s\u00e9lective : les podcasts. En effet, les habitudes des Fran\u00e7ais ont chang\u00e9 et les \u00e9missions et les vid\u00e9os en ligne se retrouvent peu \u00e0 peu concurrenc\u00e9s par ce format pl\u00e9biscit\u00e9 pour son c\u00f4t\u00e9 \u00ab snackable \u00bb et user-friendly, en somme : accessible, pratique et facile \u00e0 consommer. Port\u00e9s par des audiences engag\u00e9es et attentives, ils offrent un terrain unique pour capter l\u2019attention dans la dur\u00e9e et tisser un lien fort avec les auditeurs.<\/h5>\n<p>&nbsp;<\/p>\n<h4>Le podcast : un m\u00e9dia d\u2019attention qui tisse une relation forte chez les Fran\u00e7ais et dont l\u2019acceptabilit\u00e9 de la publicit\u00e9 progresse<\/h4>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-81468\" src=\"https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/10\/Diapositive1-1024x184.jpg\" alt=\"30% des fran\u00e7ais \u00e9coutent un podcast au moins 1 fois par semaine contre 27% en 2023\" width=\"713\" height=\"128\" srcset=\"https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/10\/Diapositive1-1024x184.jpg 1024w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/10\/Diapositive1-300x54.jpg 300w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/10\/Diapositive1-768x138.jpg 768w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/10\/Diapositive1-700x126.jpg 700w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/10\/Diapositive1.jpg 1280w\" sizes=\"(max-width: 713px) 100vw, 713px\" \/><\/p>\n<p>L\u2019\u00e9coute de podcasts s\u2019installe durablement dans les usages m\u00e9diatiques des Fran\u00e7ais. En 2025, <strong>30% des Fran\u00e7ais d\u00e9clarent \u00e9couter un podcast au moins une fois par semaine<\/strong>, une progression de 3 pts par rapport \u00e0 2023, confirmant la trajectoire ascendante du m\u00e9dia.<\/p>\n<p>&nbsp;<\/p>\n<p>Les auditeurs manifestent une <strong>diversit\u00e9 d\u2019int\u00e9r\u00eats qui refl\u00e8te la richesse de l\u2019offre<\/strong>, avec en t\u00eate l&rsquo;actualit\u00e9 et le sport. Ils recherchent \u00e9galement du sens et des rep\u00e8res avec des sujets de Soci\u00e9t\u00e9 et culture, preuve de la confiance accord\u00e9e aux Podcasts pour d\u00e9crypter le monde.<\/p>\n<p>&nbsp;<\/p>\n<p>Les loisirs et la com\u00e9die sont vecteurs d\u2019\u00e9motion et de plaisir, permettant de s\u2019\u00e9vader du quotidien.<\/p>\n<p>&nbsp;<\/p>\n<p>Parall\u00e8lement \u00e9mergent des sujets de fond comme la Sant\u00e9, la Politique, l\u2019Histoire ou les Sciences t\u00e9moignant d\u2019une curiosit\u00e9 croissante.<\/p>\n<p>&nbsp;<\/p>\n<h5>Niveau d\u2019int\u00e9r\u00eat des cat\u00e9gories des \u00e9couteurs de Podcast<\/h5>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-81480\" src=\"https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/10\/podcast-1024x576.png\" alt=\"Cat\u00e9gories de podcast les plus \u00e9cout\u00e9es\" width=\"785\" height=\"442\" srcset=\"https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/10\/podcast-1024x576.png 1024w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/10\/podcast-300x169.png 300w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/10\/podcast-768x432.png 768w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/10\/podcast-700x394.png 700w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/10\/podcast.png 1280w\" sizes=\"(max-width: 785px) 100vw, 785px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Par ailleurs, quand on les compare \u00e0 l\u2019audiovisuel, <strong>les podcasts b\u00e9n\u00e9ficient d\u2019une image tr\u00e8s favorable : ils sont per\u00e7us comme plus authentiques, p\u00e9dagogiques et libres<\/strong>. Les notes attribu\u00e9es par les auditeurs (de 5 \u00e0 10) soulignent que ce m\u00e9dia suscite la confiance, loin du sensationnalisme de certains formats audiovisuels.<\/p>\n<h5>Image des Podcasts vs. l\u2019audiovisuel (notes de 5 \u00e0 10)<\/h5>\n<p><strong><img decoding=\"async\" class=\"wp-image-81493 aligncenter\" src=\"https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/10\/podcast-2-1024x456.png\" alt=\"Objectifs des podcast\" width=\"656\" height=\"292\" srcset=\"https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/10\/podcast-2-1024x456.png 1024w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/10\/podcast-2-300x134.png 300w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/10\/podcast-2-768x342.png 768w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/10\/podcast-2-700x312.png 700w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/10\/podcast-2.png 1280w\" sizes=\"(max-width: 656px) 100vw, 656px\" \/><\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Une acceptabilit\u00e9 de la publicit\u00e9 \u00e9galement en hausse, notamment pour permettre aux cr\u00e9ateurs\/producteurs de contenus de se r\u00e9mun\u00e9rer (+10 pts vs. 2023).<\/p>\n<h5>Acceptabilit\u00e9 de la publicit\u00e9 en Podcasts (notes de 5 \u00e0 10)<\/h5>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-81497\" src=\"https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/10\/podcast-3-1024x400.png\" alt=\"Acceptabilit\u00e9 de la publicit\u00e9 en Podcast\" width=\"696\" height=\"272\" srcset=\"https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/10\/podcast-3-1024x400.png 1024w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/10\/podcast-3-300x117.png 300w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/10\/podcast-3-768x300.png 768w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/10\/podcast-3-700x273.png 700w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/10\/podcast-3.png 1280w\" sizes=\"(max-width: 696px) 100vw, 696px\" \/><\/p>\n<p>L\u2019audio offre un temps d\u2019\u00e9coute choisi et qualitatif. Pour les annonceurs, les institutions et les producteurs de contenus, le Podcast repr\u00e9sente <strong>une opportunit\u00e9 unique de toucher des audiences plus attentives, engag\u00e9es et r\u00e9ceptives<\/strong> \u00e0 des messages plus profonds.<\/p>\n<p>&nbsp;<\/p>\n<p>Les Fran\u00e7ais cherchent des exp\u00e9riences plus cibl\u00e9es, souples et engageantes. Dans un paysage m\u00e9diatique en constante \u00e9volution, le podcast s\u2019impose comme un format \u00e0 part enti\u00e8re, combinant accessibilit\u00e9, authenticit\u00e9 et attention durable.<\/p>\n<p>Avec une \u00e9coute hebdomadaire qui progresse doucement mais surement, une diversit\u00e9 de contenus pl\u00e9biscit\u00e9s, et une acceptabilit\u00e9 croissante de la publicit\u00e9, le podcast devient un levier strat\u00e9gique de communication : pour les marques comme pour les institutions, il ouvre un espace d\u2019expression privil\u00e9gi\u00e9, propice \u00e0 l\u2019installation d\u2019un lien de confiance avec des audiences \u00e0 la fois captives, exigeantes et en qu\u00eate de sens.<\/p>\n<h5>Le podcast n\u2019est plus un m\u00e9dia de niche. Il est d\u00e9sormais un m\u00e9dia d\u2019attention, \u00e0 envisager comme une v\u00e9ritable plateforme de narration, de p\u00e9dagogie et d\u2019influence.<\/h5>\n<p>&nbsp;<\/p>\n<h4><strong>M\u00e9thodologie du barom\u00e8tre<\/strong><\/h4>\n<ul>\n<li>Interviews r\u00e9alis\u00e9es sur CAWI (Computer-Assisted Web Interviewing)<\/li>\n<li>Terrain r\u00e9alis\u00e9 du 27 mai au 03 juin 2025<\/li>\n<li>500 r\u00e9pondants de 25 \u00e0 49 ans repr\u00e9sentatifs de la population ran\u00e7aise en termes de sexe, d\u2019\u00e2ge, de CSP et d\u2019UDA5<\/li>\n<\/ul>\n<h4><strong>A propos d\u2019iligo :<\/strong><\/h4>\n<p>iligo is a <strong>research agency<\/strong> dedicated to the <strong>understanding consumer behavior and measuring marketing levers.<\/strong><\/p>\n<ul>\n<li>Agence, car l\u2019<strong>apport en conseil<\/strong>, notamment d&rsquo;un pt de vue strat\u00e9gique, est une composante des missions d\u2019iligo.<\/li>\n<\/ul>\n<ul>\n<li>Etudes, car il s&rsquo;agit de produire des<strong> recommandations op\u00e9rationnelles<\/strong> en s&rsquo;appuyant sur des donn\u00e9es fiables, des observations quantitatives, qualitatives, passives ou hybrides. Mais la donn\u00e9e n\u2019est qu\u2019un moyen pas une fin en soi.<\/li>\n<li>Agence d\u2019\u00e9tude <strong>prim\u00e9e<\/strong> lors des Troph\u00e9es Etudes &amp; Innovations 2016 2017, 2018, 2019, 2020, 2021, 2022, 2023 &amp; 2024 notamment pour des protocoles avec Google, Twitter, Publicis, etc\u2026 (source\u202f: Offre Media\/Syntec Etudes)<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Pour en savoir plus : <a href=\"https:\/\/www.iligo.fr\/en\/\">https:\/\/www.iligo.fr<\/a><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Contact\u00a0<\/strong><strong><br \/>\n<\/strong><\/p>\n<p><strong>Raphael GUILLOU<\/strong><\/p>\n<p><a href=\"\/en\/raphael.guillou@iligo.fr\/\">raphael.guillou@iligo.fr<\/a><\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Pour la 2e ann\u00e9e, iligo dresse le panorama des usages audio et un format s\u2019inscrit dans une approche plus intime et plus s\u00e9lective : les podcasts. En effet, les habitudes des Fran\u00e7ais ont chang\u00e9 et [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":81501,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201,662,316,400],"tags":[],"class_list":["post-81232","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-barometres","category-etudes","category-iligo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>iligo - Research Agency | Le podcast : nouvel eldorado des annonceurs ?<\/title>\n<meta name=\"description\" content=\"Pour la 2e ann\u00e9e, iligo dresse le panorama des usages audio et un format s\u2019inscrit dans une approche plus intime et plus s\u00e9lective : les podcasts. 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