Podcasts:It is the radio unlinearization and a new expression way. Consumers enjoy as they can be in their own bubble, as they are able to listen to their favorite podcasts anytime, anywhere.
In order to be positioned on this type of content, three solutions are given to the brands:
- Create programs to strengthen their storytelling such as Veuve Cliquot, Chanel, Sephora…
- Sponsor affinity programs to reach their communities such as Guerlain and its feminist podcast “La Poudre”.
- Create dedicated platforms to this media such as Spotify with the “Spotlight” project, Les Échos-Le Parisien group and its project “Netflix du podcast”.
A niche medium for now but that has doubled in a few years.