Digital audio: definition, formats, and why you should integrate it into your media strategy

📝 In summary

• 85% of listeners use digital audio every month in France.
• The advertising market reached 8.839 billion impressions in 2025, which is +29% in one year.
• Digital audio combines attention, data targeting, and contextualization.
• It is particularly relevant for building brand awareness and consideration, but can also fuel retargeting strategies.
• Its entry price, around €3,000 in media spend, allows you to test the channel without committing significant budgets.

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Digital audio is no longer an emerging media.

According to the Global Audio 2026 study, published by Mediametrie in France, 96% of people aged 15-80 listen to audio every month and 85% of listeners now use digital audio. Among those aged 35-64, this rate even reaches 90%. At the same time, consumption habits continue to shift toward digital: music streaming accounts for 27% of listening time, and podcasts for 10%.

On the advertising side, the momentum is just as strong, as confirmed by the 2025 digital audio barometer from Kantar : 8.839 billion digital audio impressions were recorded in 2025, an increase of 29% in one year.

So, what is digital audio? And more importantly, why should brands now integrate it into their media strategy?

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Digital audio: why is this media on the rise?

Digital audio has a simple advantage: it allows you to reach an audience without requiring them to look at a screen.

Music streaming, digital radio, replay, or podcasts: listening opportunities are multiplying, especially on mobile.

And advertisers are following suit.

In France, in five years, the number of advertisers using digital audio has grown from 663 in 2021 to 1,524 in 2025, an increase of 2.3 times.

The market is therefore maturing rapidly.

But the appeal of digital audio goes beyond just its growth.

Its real advantage lies in combining the engagement of audio media with the precision of digital.

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Digital audio: what is it and how does it work?

Digital audio is an advertising format delivered across digital platforms, primarily music streaming services, digital radio, and podcasts.

The most common format is a 20 to 30-second audio spot.

Unlike traditional radio, digital audio allows you to target audiences based on various criteria:

• socio-demographics ;
• interests ;
• intent ;
• geolocation ;
• listening context ;
• device.

It must also be distinguished from native podcast sponsorship, which relies more on an editorial integration between a brand and a content.

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Where should you run digital audio ads?

Three main environments currently account for the vast majority of usage:

Music streaming : Spotify, Deezer, YouTube Music.

Digital radio : BFM Radio, BFM Business, RTL, RTL2, Fun Radio…

Podcasts : Hugo Décrypte, Dr. Good, Pop corn, ZERL…

The format can therefore be integrated into very different strategies, from national campaigns to local activations.

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Why should you include digital audio in your media strategy?

Because digital audio isn't just for building brand awareness.

Its primary role is to capture attention and boost recall. For certain formats, completion rates exceed 85%, or even 90% and higher, depending on the campaign and publisher benchmarks.

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A highly effective top-of-funnel lever

Digital audio is particularly relevant for:

• brand awareness ;
• brand recall ;
• brand recognition;
• consideration;
• brand lift.

But it can also be integrated into a performance strategy.

For example, a campaign can be used to retarget people exposed to Meta, LinkedIn, or display, to continue the journey with a more conversion-oriented format.

Audio → exposure → retargeting → conversion

Audio builds familiarity and credibility, while other channels take over.

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Which sectors can benefit from it?

The Kantar data shows a significant increase in investment, particularly in beverages (+80%), banking and insurance (+51%), automotive (+48%), and fashion (+47%) between January and September 2025.

But digital audio also addresses specific challenges very effectively:

• Tourism, culture, sports : seasonal and geolocated campaigns.
• Retail and dining : contextualization and drive-to-store.
• B2B : contextual targeting and LinkedIn campaign support.

And with 90% of 35-64 year olds using it every month, digital audio is now far from being reserved for younger audiences.

Finally, the entry cost remains accessible: around €3,000 in media spend, plus approximately €1,500 to €2,000 for spot production.

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Conclusion

Digital audio is not intended to replace radio, social media, or display advertising. It complements the media mix with a format capable of combining attention, targeting, and memorability. As usage and investment grow, it is becoming increasingly difficult to continue viewing digital audio as merely a secondary medium.

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FAQ

What is digital audio?

Digital audio refers to audio advertising broadcast across digital environments such as music streaming services, digital radio, and certain podcasts.

What is the difference between digital audio and radio?

Digital audio uses the same audio format as radio but allows for the addition of data-driven, geographic, and contextual targeting.

What are the digital audio advertising formats?

The primary format is the 20 to 30-second audio spot, broadcast on music streaming services, digital radio, or podcasts.

Is digital audio effective for B2B?

Yes. With 90% of 35-64 year olds using digital audio every month, it allows you to reach decision-makers outside of traditional professional environments.

How much does a digital audio campaign cost?

The entry-level investment can start around €3,000 in media spend, with approximately €1,500 to €2,000 for spot production.

At what stage of the funnel should digital audio be used?

Digital audio is particularly effective for brand awareness and consideration. It can then be paired with retargeting to contribute to conversion goals.