A study conducted by YouGov reveals the fragmentation of the French media landscape
YouGov has just published its report “Media consumption in France in 2025.” This study, conducted between April and May 2025 among 1,000 respondents representative of the French population, offers a detailed snapshot of French media consumption habits.
Thanks to this data, we have a real lever to adjust our PR strategies and give even more resonance to our clients’ campaigns, regardless of their sector: industry, IT/technology, retail/logistics, or automotive.
Traditional television holds strong against streaming
Contrary to predictions that announced its demise, linear television maintains a predominant position: 78% of French people still watch it, and 70% are daily viewers. This resilience is particularly marked among Baby Boomers (91%) but remains significant even among younger generations.
For PR and communications professionals, TV retains all its weight: a major visibility lever, especially during strategic time slots that capture an older audience—often decision-makers.
On the streaming side, Netflix dominates with 75% usage among video-on-demand consumers. This traditional TV/streaming duality requires diversifying our approaches: product placements in Netflix series, for example, while also maintaining relationships with traditional TV newsrooms.
© YouGov – French media consumption habits 2025
Audio: Between radio tradition and podcast revolution
Radio maintains its audience with 63% of listeners (72% among Gen X), but only 16% daily listening. Podcasts, such as Flux Libre, the Lyon Auto Show podcast produced by Yucatan, reach 16% of the overall population but climb to 24% among Gen Z.
Podcasts offer PR professionals a still underexploited opportunity. Their audience is particularly attractive: a majority of Millennials, a significant proportion of high earners, and an urban, educated profile open to new formats. An ideal channel for strengthening connections with influential and engaged audiences.
Proposing experts as guests on specialized podcasts can generate significant impact among qualified audiences. The average listening duration (57% listen less than one hour per day) suggests favoring concise and impactful interventions.
Social media: The new paradigm for PR
With 63% of users (74% among Gen Z), social media is essential. Facebook (76%) and YouTube (64%) dominate in global reach, but generational dynamics are crucial:
- Gen Z/Millennials: Instagram (66%), TikTok (37%), Snapchat (44%)
- Gen X/Baby Boomers: Facebook (83%), YouTube (59%)
Notable French specificity: Snapchat is significantly more used than elsewhere (29% vs. 18% international average). This local specificity must be integrated into our digital strategies.
Multitasking: New media consumption paradigm
Today, 67% of social media users report consulting them alongside other media, a figure that rises to 71% among younger users. This habit of simultaneous consumption redefines media attention and offers new strategic opportunities. For communications professionals, it becomes essential to coordinate cross-media campaigns to multiply touchpoints, design “second screen” content that enriches TV broadcast experiences, and optimize social media publication timing, particularly during prime time.
Advertising effectiveness on social media
37% of users have made a purchase following an advertisement on social media (46% among Gen Z/Millennials). This data validates the growing importance of influencer marketing and partnerships with content creators.
Conclusion: Media transformation is accelerating
The French media landscape of 2025 confirms growing audience fragmentation. For communications and PR professionals, this implies increasingly sophisticated approaches: gone are monolithic campaigns, making way for surgical, multichannel strategies segmented by generations.
Source: “Media consumption in France in 2025”, YouGov, August 2025.
Study conducted among 1,000 representative respondents between April and May 2025.
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