YouTube captures 61% of digital audio listeners in France, according to an Audion and YouGov survey published in September 2026. The study, which surveyed 1,000 French adults alongside cohorts in the United States, Italy, and the United Kingdom, places YouTube ahead of established music streaming services like Spotify and Apple Music.
How YouTube Outpaces Dedicated Streaming Rivals
The study positions YouTube at the top of the French digital audio market, beating out competitors. Spotify claims 38% of listeners, followed by Amazon Music and Deezer at 18% each, and Apple Music at 14%.
Age demographics heavily drive this consumption pattern. Among French listeners aged 18 to 24, 58% use YouTube for audio, compared to just 25% of those aged 55 and older. Platform loyalty remains low, as 74% of Spotify users report listening to audio on other platforms as well.
| Platform | Share of Listeners |
|---|---|
| YouTube | 61% |
| Spotify | 38% |
| Amazon Music | 18% |
| Deezer | 18% |
| Apple Music | 14% |
The Blurring Boundary Between Audio and Video Formats
User behavior increasingly treats video platforms as background audio sources. The survey shows that 66% of digital audio listeners often or sometimes use a video platform to listen without looking at the screen.
58% of respondents have started content on one medium to finish it on another. Transitions flow across formats: 28% move from audio to video, 23% move from video to audio, and 32% switch back and forth.
“Que deux tiers des auditeurs utilisent une plateforme vidéo sans regarder l’écran en est l’illustration la plus frappante,” notes Julien Chevignon, CEO Europe de YouGov.
Digital Audio Consumption Extends Across Global Markets
This behavior extends well beyond France. Across the surveyed international markets, monthly digital audio consumption reaches 79% of adults in the United States, 74% in Italy, and 72% in the United Kingdom. YouTube maintains dominance in the US and Italy, where background listening without screen interaction accounts for 66% and 64% of listeners, respectively.
Digital audio has cemented itself as a daily routine for more than 41 million people in France, according to Geoffrey Fossier, Global CMO d’Audion, who adds that brands must now adapt to reach audiences wherever they choose to listen.
