This insights post is a summary of the blog post published by Yucatan. View the full insight at: Consommation média en France selon YouGov : quels enseignements pour les RP et la communication?
YouGov Institute Study 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, provides a detailed snapshot of the media consumption habits of the French.
By using this data, French PR agencies can adjust strategies to give even more resonance to our clients’ campaigns. The insights about consumptions span across sectors including industry, IT, retail/logistics or even automotive.
Traditional television resists streaming
Contrary to predictions that predicted its demise, linear television retains a dominant 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 lever for visibility, especially on strategic slots that capture an older audience — and often a decision-making one.
On the streaming side, Netflix dominates with 75% usage among on-demand video consumers. This traditional TV/streaming duality requires us to diversify our approaches: product placements in Netflix series, for example, but also maintaining relationships with traditional TV editorial teams.
Other French Media Habit Insights
Looking at different media, there are several insights that are important to understand, including:
- 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 Motor Show podcast produced by Yucatan, reach 16% of the global population but climb to 24% among Gen Z.
- Social Media: The New Deal for PR: With 63% of users (74% among Gen Z), social media is essential. Facebook (76%) and YouTube (64%) dominate in terms of overall reach, but generational dynamics are crucial.
- Advertising effectiveness on social networks: 37% of users have made a purchase following a social media ad (46% among Gen Z/Millennials). This data validates the growing importance of influencer marketing and partnerships with content creators.
The French media landscape of 2025 confirms a growing fragmentation of audiences. For communications and PR professionals, this implies increased sophistication of approaches. It also means the era of monolithic campaigns needs to be replaced with surgical, multi-channel, and generationally segmented strategies.
The good news? This increased complexity also offers more opportunities to specifically reach your target audiences. This is provided you master the codes and practices of each platform and maintain constant monitoring of changes in media behavior.
To get more details and insights on understand the French media market, read the full article at: Consommation média en France selon YouGov : quels enseignements pour les RP et la communication?
