Podcasts: AOD Trends 2025

Which podcasts are the most listened to in Belgium? Discover key figures from the CIM AOD study and useful insights for audio advertisers 

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The podcast: the new voice for brands?

While podcast consumption in Belgium may not be as widespread as in France, it is steadily gaining ground. This format is loved for its flexibility, intimacy, and its deep integration into digital listening habits. For advertisers, it offers a golden opportunity: podcasts provide focused, often solo listening, making it especially effective for impactful advertising.

What are the podcast listening habits in Belgium? Which formats are the most popular, which genres are taking off, and what opportunities does this create for brands? This is where the CIM AOD study comes into play. This new tool answers key questions about the Belgian digital audio market, backed by solid data. Let’s dive into the findings from March 2025.

2.3M

Monthly streams/downloads for RMB brands

91%

Share of South AOD listenings generated by RMB brands

210K

Monthly listenings for 'Les Clés', the South’s most listened-to podcast

CIM AOD: a game-changer in audio streaming measurement

Launched by CIM in partnership with NeuroMedia, the AOD (Audio On Demand) study is revolutionizing the way digital listening is measured.

Podcasts fall into two categories: on-demand listening (replays of previously broadcast radio shows) and native podcasts (exclusive content not aired live on the radio). The CIM AOD study tracks how often these contents are streamed or downloaded across various platforms, providing precise metrics for each stream or download, thanks to site-centric technology directly integrated into the platforms of content providers.

This approach captures all listening activity, including on Spotify and Apple Podcasts, while excluding access to listeners' demographic data. Instead, the study focuses on consumption volumes, program diversity, and brand distribution.

In March 2025, Mediafin joined the study alongside RTBF, NGroup, RTL Belgium, DPG Media, and VRT. In the future, CIM aims for even broader coverage, including more independent publishers, to truly reflect the full scope of on-demand audio in Belgium.

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RMB: the undisputed leader in the South

In March 2025, the southern region of Belgium recorded an impressive 2.5 million streams/downloads across 785 on-demand audio (AOD) programs. And a staggering 91% of that activity – that’s 2.3 million listens – came from RMB-managed brands, including RTBF and NRJ. This outstanding performance firmly positions RMB’s brands as the leading podcasts in the South.

When it comes to podcast variety, RMB-regulated brands also top the charts with 661 different programs spanning news, culture, lifestyle, and entertainment. It's the most extensive AOD offering not only in the South, but across all of Belgium – well ahead of VRT (574 programs) and DPG North (122 programs).

Looking at individual brands, La Première clearly dominates the AOD market, accounting for 1.5 million streams on its own – that's 60% of all on-demand audio consumption in the South. Other RMB brands also shine in the top rankings: RTBF Others (podcasts not tied to a specific radio station), VivaCité, Classic 21, Musiq 3, Tipik, and NRJ all rank in the monthly top 10.

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Top-performing content

What are the most popular podcasts according to CIM? The March 2025 AOD top 10 programs for the South provides a clear answer: 8 out of the 10 programs are from La Première.

The 'Les Clés' program ranks first with nearly 210,000 listens per month. Other La Première podcasts that dominate the Belgian audio landscape include 'Les coulisses du pouvoir', 'L’Heure H', 'Les séquences de matin première', 'Un Jour dans l’Histoire', 'La semaine des 5 heures', 'Déclic', and '5 minutes pour comprendre'.

Classic 21 also has a podcast in the top 10 with its 'Chronique économique'. 'Le Brief' from L’Echo is the only program outside the RMB network to make the list.

These figures confirm a strong trend: on-demand audio consumption is shifting towards in-depth content, hosted by trusted media brands.

Target your campaigns with the most listened-to podcasts through RMB
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Other key results

  • 400,000 French speakers, or 8.8% of the population, listen to podcasts each month (source: CIM Establishment Survey 2024)
  • With a 10.4% monthly reach, on-demand audio is more popular in the North (source: CIM Establishment Survey 2024)
  • 68% of French-speaking listeners tune into podcasts at least once a week (source: CIM Establishment Survey 2024)
  • Adults aged 25-44 are the core target audience with a 14.1% monthly reach in the South (source: CIM Establishment Survey 2024)
  • According to the CIM Audiotime 2025 study (covering October/December 2024), on-demand audio reaches 4% of the Belgian population daily, both in the North and South.
  • The Southern AOD market includes 785 programs, compared to 709 in the North
  • La Première alone accounts for 60% of AOD listens in the South
  • Le Brief by L’Echo: the only non-RMB program in the CIM AOD top 10
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