The French Syndicate of Independent and Professional Audio Producers (PIA) is calling for urgent government action to support podcast creation in the country, as the medium experiences significant growth but lacks official cultural recognition and structural support.
Podcasting in France has reached mainstream adoption, with 40% of French people now listening to podcasts on a monthly basis, according to ACPM x CSA data cited by PIA in a press release. The audio advertising market is experiencing record growth, up 23% in 2024, according to BUMP-Kantar figures.
This growth mirrors global trends. A report from Owl & Co. estimates the global podcast economy generated $7.3 billion in revenue in 2024, with advertising sales remaining the largest revenue source at $4.6 billion globally.
Regulatory Challenges
Despite its growth, podcasting in France faces a regulatory vacuum. The PIA notes that podcasts lack legal recognition—they are neither classified as audiovisual works, press, nor phonograms —and do not benefit from support schemes available to other media forms.
“Podcasting is inherently accessible, especially to under-35s, and it offers a unique space for diverse voices,” stated Katia Sanerot, recently re-elected as PIA President. “If we want genuine cultural access for all, podcasts must be recognized as a full-fledged cultural industry.”
The PIA has strengthened its governance structure by creating new commissions focused on artificial intelligence and audiobooks, while updating its charter to reflect social and contractual best practices. The syndicate warns that without public action, culturally valuable French productions in formats like youth content and documentaries risk disappearing, leaving only public broadcasters or AI-generated content to fill the gap.
The organization is urging France’s Ministry of Culture to publish a pending report from the Inspectorate General of Cultural Affairs and implement action before year-end to preserve the diversity of French audio creation.
Attention and Trust Advantages
Recent research by Sounds Profitable and Signal Hill Insights reveals the significant advantages of podcasts in audience engagement. The study of 5,005 Americans found that podcast advertising achieves higher “effective reach” than social media platforms, with 86% of regular podcast listeners recalling advertisements within a one-week period—the highest percentage among all measured media.
Podcasts also outperform social media in trust metrics, with 39% of regular podcast users expressing confidence in podcast hosts delivering advertising messages, compared to lower percentages for Instagram (29%), Facebook (23%), X (33%), and TikTok (34%).
The French Syndicate of Independent and Professional Audio Producers (PIA) is calling for urgent government action to support podcast creation in the country, as the medium experiences significant growth but lacks official cultural recognition and structural support.
Podcasting in France has reached mainstream adoption, with 40% of French people now listening to podcasts on a monthly basis, according to ACPM x CSA data cited by PIA in a press release. The audio advertising market is experiencing record growth, up 23% in 2024, according to BUMP-Kantar figures.
This growth mirrors global trends. A report from Owl & Co. estimates the global podcast economy generated $7.3 billion in revenue in 2024, with advertising sales remaining the largest revenue source at $4.6 billion globally.
Regulatory Challenges
Despite its growth, podcasting in France faces a regulatory vacuum. The PIA notes that podcasts lack legal recognition—they are neither classified as audiovisual works, press, nor phonograms —and do not benefit from support schemes available to other media forms.
“Podcasting is inherently accessible, especially to under-35s, and it offers a unique space for diverse voices,” stated Katia Sanerot, recently re-elected as PIA President. “If we want genuine cultural access for all, podcasts must be recognized as a full-fledged cultural industry.”
The PIA has strengthened its governance structure by creating new commissions focused on artificial intelligence and audiobooks, while updating its charter to reflect social and contractual best practices. The syndicate warns that without public action, culturally valuable French productions in formats like youth content and documentaries risk disappearing, leaving only public broadcasters or AI-generated content to fill the gap.
The organization is urging France’s Ministry of Culture to publish a pending report from the Inspectorate General of Cultural Affairs and implement action before year-end to preserve the diversity of French audio creation.
Attention and Trust Advantages
Recent research by Sounds Profitable and Signal Hill Insights reveals the significant advantages of podcasts in audience engagement. The study of 5,005 Americans found that podcast advertising achieves higher “effective reach” than social media platforms, with 86% of regular podcast listeners recalling advertisements within a one-week period—the highest percentage among all measured media.
Podcasts also outperform social media in trust metrics, with 39% of regular podcast users expressing confidence in podcast hosts delivering advertising messages, compared to lower percentages for Instagram (29%), Facebook (23%), X (33%), and TikTok (34%).